International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

An Empirical Study of the Effect of Endorser on Purchase Intention --Evidence from UNIQLO
Ya-Hui Wang, Nian-Ci Wang

UNIQLO is a Japanese fast-fashion brand which is popular and famous in Taiwan. This study uses UNIQLO as an example to investigate the relationships and effects of endorser, self-concept, brand image, and purchase intention using questionnaires from June 1, 2016 to September 30, 2016. The research findings show that endorser has a direct effect on self-concept, brand image and purchase intention. It also has an indirect effect on purchase intention via brand image. However, endorser does not have an indirect effect on purchase intention via self-concept.

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