A Contingency Approach: The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions

Stafford, Marla Royne; Stafford, Thomas F.; Day, Ellen

doi:10.1080/00913367.2002.10673664

Cited by 187 publications

(122 citation statements)

References 58 publications

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“…The match-up hypothesis stipulates that advertising effectiveness and persuasiveness can be increased if the endorser and brand are congruent (Erdogan et al, 2001;Lee & Thorson, 2008;Stafford et al, 2002). Congruence describes the deliberate fit, match-up, or consistency of characteristics or images relevant to and shared by the star and the brand (Erdogan, 1999;Fleck et al, 2012;Keel & Nataraajan, 2012;Törn, 2012).…”

Section: Theoretical Framework the Match-up Effects Of Endorserbrand mentioning

confidence: 99%

“…This research employed a fictitious brand name to avoid brand familiarity, attitude, and experience effects (Lee & Thorson, 2008;Till & Busler, 2000). Conforming to prior studies, a brand name was created (Lee & Thorson, 2008;Stafford et al, 2002). For the solar lamp using sun energy, the words nature and the Latin word for light were merged: Naturalux.…”

Section: Stimulus Materialsmentioning

confidence: 99%

“…Yet, selecting a suitable star can determine an ad's success or failure. The key is congruence: The brand and endorser have to make sense as an entity (Keel & Nataraajan, 2012;Stafford, Stafford, & Day, 2002). To illustrate, studies show athletic celebrities are the most effective endorsers for sports products (Lee & Thorson, 2008), while attractive stars are the most persuasive for beauty products (Kamins, 1990;Till & Busler, 2000).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

Blasche¹,

Ketelaar²

2015

JEM

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ABSTRACT. This study examines celebrity endorser-brand congruence effects in green advertising on the ads' effectiveness. In an experimental survey, Dutch participants (197) saw ads with a congruent or incongruent celebrity endorser. Extending the match-up hypothesis to a novel match-up factor, greenness, the results show that pro-environmental celebrity endorsers yield more favourable attitudes towards the ad, the brand, and purchase intentions compared to non-green celebrity endorsers. Practitioners can enhance endorser selection and branding strategies for green brand products by using green celebrity endorsers. Pro-environmental celebrity endorsement reaches a wide share of consumers, thus paving the way to more eco-conscious consumerism.

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Section: Theoretical Framework the Match-up Effects Of Endorserbrand mentioning

confidence: 99%

Section: Stimulus Materialsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

Blasche¹,

Ketelaar²

2015

JEM

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“…La clasificación más genérica es la de famoso y no famoso. Sin embargo, la mayoría de autores realiza una tipología más detallada en cuatro modalidades diferentes (Belch & Belch, 2013;Fleck et al, 2014;Friedman, Termini & Washington, 1976;Khatri, 2006;Stafford et al, 2002;Stephens & Faranda, 1993): (1) famoso; (2) consumidor; (3) profesional/ experto; y (4) portavoz de la empresa.…”

Section: Introductionunclassified

La personificación en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz

Perelló-Oliver

Molina

Campos-Zabala

2018

RLCS

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Cómo citar este artículo / Referencia normalizada S Perelló-Oliver, C Muela-Molina, M V Campos-Zabala (2018): "La personificación en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz". Revista Latina de Comunicación Social, 73, pp. 1163 Abstracts [ES] Introducción:Como una forma de personificación de la marca, el presente trabajo analiza la presencia de la figura del portavoz en sus distintas modalidades y el uso que se hace de ellos en la publicidad radiofónica. Metodología: Se ha utilizado una técnica cuantitativa de análisis de contenido para analizar las cuñas emitidas en las doce emisoras comerciales de ámbito nacional de mayor audiencia (tres generalistas y nueve temáticas). El corpus de las cuñas publicitarias objeto del análisis protagonizadas por portavoces quedó configurado por 3.890 cuñas. El tipo de portavoz se ha cruzado con otras variables como tipo de anunciante, categoría de producto, tipo de mensaje y pronombre del sujeto. Resultados y conclusiones: El medio radio es más proclive a hacer uso de voces que representan personalidades de bajo perfil popular en detrimento de las celebridades que protagonizan la publicidad en otros medios.[EN] As a form of brand personification, this article analyses the presence of the figure of the spokesperson in its various forms and their use in radio advertising. analysis has been performed on the advertising spots broadcast by the 12 national commercial radio stations with the highest audience shares in Spain (of which three are full-service and nine are themed stations). The sample of adverts featuring spokespeople was composed by 3,890 units. The type of spokesperson has been correlated with other variables such as type of advertiser, product category, type of message and subject pronoun. Results and conclusions: Radio, as a medium, is more inclined to make use of voices representing low-profile personalities to the detriment of celebrities who are featured in advertising in other media.

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“…Frieden, 1984;Goldsmith, Lafferty & Newell, 2000;Kahle & Homer, 1985;Kamins, 1990;Stafford, Stafford & Day, 2002). Yet celebrity endorsement in international advertising contexts has not received much attention.…”

Section: Introductionmentioning

confidence: 99%

Choosing celebrity endorsers for advertising campaigns in cosmopolitan China: Does their ethnicity matter?

Apaolaza

Hartmann

et al. 2014

SAJBM

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This study asks if endorsers function as surrogates for country-of-origin, and if the effectiveness of the tactic varies with the perceived ethnicity (Western versus Chinese) of the celebrities. It finds no significant influence on the country-oforigin perception, brand attitudes or product quality evaluations in the reactions of 797 consumers in Shanghai to magazine advertisements featuring celebrities of Chinese vs. Western ethnicity. The lack of any significant effect of the ethnicity of celebrities on a brand's perceived country of origin precludes country image having any effect on those variables for the case of the cosmopolitan Chinese consumer.

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A Contingency Approach: The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions

Cited by 187 publications

References 58 publications

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

La personificación en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz

Choosing celebrity endorsers for advertising campaigns in cosmopolitan China: Does their ethnicity matter?

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