Determination of the Impact of Spokesperson on Advertising Effectiveness
سال انتشار: 1394
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 352
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شناسه ملی سند علمی:
JR_IJMAE-2-8_007
تاریخ نمایه سازی: 15 شهریور 1395
چکیده مقاله:
This article contributes to the revelation of a relevant and complex problem of the selection of advertising spokesperson while answering the research question, which lays a foundation of the scientific problem: how to choose a spokesperson for advertising to be effective? Accordingly, the aim of the article is to determine the impact of spokesperson on advertising effectiveness. Grounded on the theoretical framework, three different theoretical models representing the research hypotheses are analyzed in the article by applying PLS-SEM and PLS path modelling multi-group analysis. The analysis of the research results led to the elaboration of general model of the impact of spokesperson on advertising effectiveness, revealing that consumers’ attitude towards spokesperson that they are exposed to have an influence over their attitude towards advertisement, brand and purchase intention. Nevertheless, it is proved that different advertising spokespersons have different influence on advertising effectiveness. The conclusions are made that if seeking advertising effectiveness expressed as enhanced level of consumers’ purchase intentions, then the choice of celebrity spokesperson highly improves the possibility of creating effective advertising.
کلیدواژه ها:
نویسندگان
Viktorija Grigaliūnaitė
Researcher at Marketing Department, Vytautas Magnus University, Kaunas, Lithuania
Lina Pileliene
Associate Professor at Marketing Department, Vytautas Magnus University, Kaunas, Lithuania