This research is trying to understand the effectiveness of endorsed advertisings, which are attitude toward the ad [AAd], attitude toward the brand [AB], and purchase intentions [PI], under different spokespersons types (celebrity/expert/typical consumer), and product types (jeans/milk/shampoo). The data was analyzed mainly by 2-Way ANOVA, and regression.
The major conclusions are:
1. The difference between the types of spokesperson and the types of product has significantly influenced the advertising effectiveness.
2. In the advertisings of different types of product, the types of spokesperson, AAd, and AB influence PI. The data shows the type of spokesperson influences PI by influencing AAd and AB.
3. In the advertisings of shampoo, sex will make significant differences between the types of spokesperson. In the AAd dimension, it shows men prefer expert to endorse the shampoo. Otherwise, in the AB dimension women prefer typical consumer to endorse.
4. Expert is more effective than other types when he endorses the jeans and shampoo. Typical consumer has the highest score in AB and PI than others in the advertising of milk due to the closer position with the consumers.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0125106-231116 |
| Date | 25 January 2006 |
| Creators | Lee, Chen-pang |
| Contributors | none, none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0125106-231116 |
| Rights | unrestricted, Copyright information available at source archive |
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