A Study on the Influence of Gender and Credibility of Spokespersons on Advertising Effects: An Example of Beer and Napkin
| Autor: | Jui-hsuan Chang, 張芮瑄 |
|---|---|
| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 In recent years a very interesting phenomenon was found about some domestic spokespersons – the gender of product spokesperson is different from the one of users (eg. Men products were endorsed by female). According to the prior researchs, the results revealed great disagreement. Some scholars believe that the advertisement effects are more positive when the product sex image is coherent with the sex of spokesperson. Other scholars believe that the advertisement effects will be better when the sex of the products and spokesperson are different. This study aims to find out the fit mix which can acquire better advertisement effects. This research uses SEM with three purposes. First of all, it is to ascertain the difference of the image of female (male) products that is endorsed by the coherent or opposite sex spokesperson. Moreover, it discusses the source credibility, expertise and attractiveness of the spokesperson in order to gain a clear idea about the degree of effection of the spokesperson. Furthermore, it also wants to discuss the real reason influencing the consumers’ buying willingness. The results reveal that the brand attitudes arising from the expertise and the source credibility of the spokesperson are more than the spokesmen personal attractiveness whether the female products are endorsed by the coherent or opposite sex spokesmen. Although subjects have a positive opinion for the advertising communication effect facing the opposite sex spokesperson, the advertisement cannot add consumers’ buying willingness. For the male products, when the opposite sex spokesperson has higher source credibility, the degree of the consumers’ attitude for the advertisement and products are low, and even when the brand attitude is higher, consumers are more likely to have lower appraise for the products. Therefore, the practitioners should choose the coherent sex spokesperson in order to acquire better advertisement effects no matter what are the sex image of the products. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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