Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/1358
Type of publication: Article in international databases and / or recognized publishing houses (S4);Straipsnis tarptautinėse DB ir/ar pripažintose leidyklose (S4)
Field of Science: Management (S003);Vadyba (S003)
Author(s): Grigaliūnaitė, Viktorija;Pilelienė, Lina
Title: Determination of the impact of spokesperson on advertising effectiveness
Is part of: International journal of management, accounting and economics [electronic resource]. Mashhad, Iran : IJMAE, 2015, Vol. 2, iss. 8
Extent: p. 810-822
Date: 2015
Keywords: Reklamos veidas;Advertising;Spokesperson;Celebrity;Reklama;Įžymybė
Abstract: 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 PLSSEM 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
Internet: https://eltalpykla.vdu.lt/1/1358
https://hdl.handle.net/20.500.12259/1358
http://www.ijmae.com/files/accepted/276_final.pdf
Affiliation(s): Vytauto Didžiojo universitetas
Ekonomikos ir vadybos fakultetas
Marketingo katedra
Appears in Collections:1. Straipsniai / Articles
Universiteto mokslo publikacijos / University Research Publications

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