作者
Varsha Jain, Subhadip Roy, Aarzoo Daswani, Mari Sudha
发表日期
2011/6/14
期刊
Young Consumers
卷号
12
期号
2
页码范围
171-183
出版商
Emerald Group Publishing Limited
简介
Purpose
–
This study aims to explore the relative effectiveness of a human celebrity endorser vis‐à‐vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further, the study also seeks to assess whether the effectiveness varies depending on the nature of the product being endorsed.
Design/methodology/approach
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Given the purpose of the study, experimental design was used as the research methodology. In an experimental set‐up three product categories (low‐involvement food/low‐involvement non‐food/high‐involvement) and two endorsers (human celebrity/fictional celebrity) and a control group were deployed in a 3×3 full factorial design on 378 teenagers. Fictitious advertisements were used as stimuli.
Findings
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The study suggests that, for food and non‐food low‐involvement product categories, the impact of a human celebrity is more than that of a fictional celebrity. Regarding the …
学术搜索中的文章
V Jain, S Roy, A Daswani, M Sudha - Young Consumers, 2011