Measuring the Comparative Efficacy of Endorsements by Celebrities Vis-à-vis Animated Mascots
| Autor: | Jay P. Trivedi |
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| Rok vydání: | 2018 |
| Předmět: | |
| Zdroj: | Journal of Creative Communications. 13:117-132 |
| ISSN: | 0973-2594 0973-2586 |
| DOI: | 10.1177/0973258618761407 |
| Popis: | In a competitive market, the importance of effective communication cannot be undermined. It is very important to grab the eyeballs of existing and potential customers to succeed. Advertisers have tried innovative strategies like use of celebrity endorsements, animated characters and different appeals in advertising to woo the audience and to boost sales. In the present study, the researcher has explored the comparative effectiveness of celebrity and mascots in advertising and its impact on attitude towards the advertisement, attitude towards the brand and purchase intentions of Indian consumers. Survey method was used to conduct the research. Statistical tools such as Cronbach alpha, exploratory factor analysis, bivariate correlation analysis and multiple regressions were executed to analyze the collected data. Results emphasized on the use of celebrities over mascots to generate favourable consumer action. Advertising managers can take a cue from this research and increase the efficacy of campaigns by roping in celebrities over mascots. |
| Databáze: | OpenAIRE |
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