The Influences of Price Promotion, and Celebrity Endorser on Brand Equity and Willingness to Purchase

Since the sluggish economic and heavy market competition in recent years, marketers expect to increase company profit by diverse marketing strategies in order to stand out in the competitive market. Therefore, all kinds of promotion activities develop vividly; especially the price promotion is frequently used for new product launch or for attracting potential customers. The celebrity endorsement is also a common strategy used by a company. Both the price promotion and celebrity endorsement are with expectation to stimulate consumers ’ willingness to purchase. Accordingly, this research attempts to find out the influences of celebrity endorsement and price promotion on the sales for MP3 to see whether they will increase the willingness of consumers to purchase or raising the evaluation for brands of MP3. The object in this research is MP3. This study adopts convenient sampling to choose subjects including students and office workers to fill the questionnaire. This research uses AMOS 4.0 statistical software to calculate the reliabilities of individual items and parameters among all concepts. It also applies structural equatio