Two Essays on the Advertisig Effectiveness of Celebrity Endorsement
| Autor: | Han-Kuang Tien, 田寒光 |
|---|---|
| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 Essay 1 According to the theory of Elaboration Likelihood model, using central route method such as expert endorsement to appoach consumers who is under high involement situation may gain better advertising effectiveness. However, refering to metacognition framework, firm may utilzie non-expert endorsement to approah consumer who has a high level of need for cognition may gain better advertising effectivness. Those two theories show a contradictive claims. Thus, in this study, we tried to clarity this conflict agruments. A 2x2 experimental design was used in study 1, and the consumer’s involvement is defined as a moderator variable. The major findings are the advertising effects of using celebrity as message receivers are better than using celebrity as message senders and the interaction effects between the roles of the celebrity and the level of consumer involvement is significant. In study 2, a 2x2 experimental design was utilized. The level of need for cognition is defined as a moderator variable. The major finding is the interaction effects between the roles of the celebrity and level of need for cognition is significant. According to the framework of metacognition, using central route method such as celebrity endorsement as a message sender to approach consumer who is under high level of need for cognition may gain better advertising effectiveness. Essay 2 Firms that choose to include celebrity endorsements in their advertisements are required to pay large sums in advance for these appearances. While many studies in this area have addressed the ex-post economic worth of celebrity endorsements, marketing managers still face uncertainty regarding how much to pay for them. This paper attempts to fill this gap by focusing on predicting the ex-ante economic worth of celebrity endorsements. We propose a comprehensive and predictable framework to measure the potential marginal contribution of celebrity endorsements, which can serve as an objective standard for calculating celebrity appearance budgets. The results from two empirical studies show that our method can guide managers as they attempt to determine how much to pay for particular celebrities. Implications for researchers and practitioners are also discussed. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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