廣告的目的就是讓消費者迅速的了解產品，影響消費者的購買決策。而推薦式廣告結合了廣告代言人的魅力及親和力，配合產品的優勢迅速的塑造廣告主的形象，使得廣告主的品牌名稱、形象能迅速的成為消費大眾記憶的一部分，因此廣告代言人的運用是否得宜，關係廣告效果的成敗。

本研究將代言人可信度高低與品牌有無負面訊息搭配作操弄，在2×2的實驗設計中，以鮮奶為實驗產品，探討對廣告效果所造成的影響。另一方面，使用迴歸分析了解以廣告代言人可信度為自變數，購買意願為依變數，廣告態度與品牌態度是否存在中介效果。研究結果如下：
1.研究結果發現代言人可信度高低，對消費者的廣告態度、品牌態度及購買意願有顯著影響。
2.品牌形象有無負面訊息，對消費者的廣告態度、品牌態度及購買意願有顯著影響。
3.本研究的代言人可信度高低與品牌形象差異性之交互作用對品牌態度及購買意願皆有影響力，而在廣告態度上則沒有顯著效果。
4.研究結果發現以廣告代言人可信度為自變數，購買意願為依變數，廣告態度與品牌態度存在顯著中介效果。另外，以廣告代言人可信度為自變數，品牌態度為依變數，廣告態度存在顯著中介效果。

The goal of the advertisement is to let consumers rapidly know what the product is. Advertisement with endorsers combines spokesman's charm with affinity and products would be recalled through product’s superiority and unique brand images. If consumers have good impression on the endorser, the product sales volume will be able to increase easier.

This study used celebrity credibility with the different brand images as a test, in the experimental design of 2×2, regard fresh milk as the experiment products, and wanted to realize the influence caused toward advertising result. On the other hand, use regression analysis that understand that regard celebrity credibility as the independent variable, purchase intentions as the dependent variable, in order to know advertising attitude and brand attitude have intermediary's results or not.

The major conclusions are :
1.The result of study finds celebrity credibility significantly influences consumers' advertising attitude, brand attitude and purchase intentions.
2.Different brand images significantly influence consumers' advertising attitude, brand attitude and purchase intentions.
3.The celebrity credibility of this research and difference brand images both significantly influence brand attitude and purchase intentions, have not shown the result on the advertising attitude.
4.The result of study find that regards celebrity credibility as the independent variable, purchase intentions as the dependent variable, advertising attitude and brand attitude have intermediary's results. In addition, regards celebrity credibility as the independent variable, brand attitude as the dependent variable, advertising attitude has intermediary's result.

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