In today's business environment, a strong brand image is a valuable business asset. This is due to the fact that a strong brand image is an effective way to get the brand noticed in the midst of the daily media rush and clutter. A product's positive brand image would make consumers like the product while also strengthening the company's image over competitors. Products with a positive brand image are more likely to be purchased by consumers. Positive brand image is a key source of differentiation in the company, and it can be developed through media such as celebrity endorsement. As a result, a positive brand image can increase customer interest. The purpose of this research is to ascertain the relationship between celebrity endorsement and brand image in the fast food industry, using McDonald's as an example. To achieve the study's goal, two models were created: the main-effect-only model and the moderation model. The data for the study was collected using a questionnaire and used in the final analysis. The study discovered a significant and positive relationship between celebrity endorsements and the brand image metrics examined. In the main-effect-only model, the result revealed that expertise and physical attractiveness have positive associations with brand image. However, the findings show that a celebrity's self-congruity has a negative impact on brand image. According to the findings, celebrity endorser characteristics such as expertise and physical attractiveness are critical in developing a positive image of McDonald's, particularly in Taiwan. As a result, celebrity endorsements are an excellent communication approach for building a strong brand image. This provides managerial implications for practitioners.

TABLE OF CONTENTS

1. INTRODUCTION 1
2. LITERATURE REVIEW 2
2.1 Brand image 2
2.2 Celebrity Endorsement 3
3. DEFINITION OF EACH VARIABLE 3
4. CONCEPTUAL RESEARCH MODELS 5
4.1 Main effect only model 5
4.2 Moderation model 6
5. RESEARCH METHODOLOGY 9
5.1 Sampling 9
5.2 Measures and scale development 11
6. RESULTS AND DISCUSSION 15
7. CONCLUSION 19
8. MANAGERIAL IMPLICATIONS 19
9. RESEARCH LIMITATIONS 22
10. REFERENCES 23

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