The Influence of Celebrity Endorsement and Brand Effect on China’s Mobile Phone Market

Abstract

The research on the brand effect and celebrity endorsement of the Chinese mobilephone market is due to the prosperity and change of the mobile phone market inChina in recent years. This research will study the problem that how brand effect andcelebrity endorsement influence the choice of Chinese consumers. This questionisvery important because only after researchers known the brand effect and celebrityendorsement which one can deeper impact on consumers. This article will use themethod of questionnaire survey, study the influence of brand effect and celebrityendorsement on the purchase intention of Chinese consumers.