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　　The purpose of this study is to examine how to create additional brand personality effectively from the celebrity to the brand through associative learning and evaluate the recall of the new created brand personality. Based on the associative learning, there are two experiments were designed to explore the relationships among research variables in this study. The results of the study indicate that the match endorser provides better transfer effect of the new brand personality than the mismatch endorser. Moreover, the mismatch endorser will lower the original brand personality of the product. For brand personality differentiation, subtype brand personality has better recall effect than differentiation brand personality. As for the ad design, when using a celebrity endorser who has endorsed multiple products, keep the ad execution free of any other relevant elements of other endorsed brands. When adding a new brand personality to the brand that has well-recognize brand personality, keep the ad execution have relevant situational elements that will help associate the message.

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