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Type of publication: research article
Type of publication (PDB): Straipsnis kitose duomenų bazėse / Article in other databases (S4)
Field of Science: Vadyba / Management (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: Reklama;Įžymybė;Reklamos veidas;Advertising;Spokesperson;Celebrity
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
Affiliation(s): Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:1. Straipsniai / Articles
Universiteto mokslo publikacijos / University Research Publications

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