THE IMPACT OF ENDORSERS’ CHARACTERISTICS ON CONSUMERS’ REACTION TO THE ADS

Raluca Comiati and Ioan Plaias
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Raluca Comiati: Babes-Bolyai University of Cluj-Napoca
Ioan Plaias: Babes-Bolyai University of Cluj-Napoca

Management and Marketing Journal, 2010, vol. VIII, issue 1, 37-48

Abstract: Everyday, consumers are bombarded by messages inducing them to change their attitudes. These persuasion attempts can range from logical arguments to expressive images, from regular consumers’ advice to celebrities’ recommendation. The literature and the research on advertising indicates the benefits of using the right type of endorser as consumers respond in a different manner to the same advertisement conveyed by various endorsers. Thus the objective of this empirical research paper regards the evaluation of the impact of endorsers’ characteristics (credibility, attractiveness) on consumers’ reaction toward advertisements. Furthermore we examine the consumer’s perception of the credibility and expertise of, the resemblance to, admiration for, and attractiveness of the source used in advertisements. Our research shows that there are no universal recipes in the selection of the endorser of the advertisement. Rather, each endorser may become the optimal solution depending on the circumstances under wich it will be used.

Keywords: advertising; endorser; consumers’ attitude; endorser’ credibility; endorsers’ attractiveness (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2010
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