Exploratory Study of the Measurement Scales for the Perceived Image and Advertising Effectiveness of Celebrity Endorsers in a Tourism Context

2010 ◽  
Vol 27 (5) ◽  
pp. 460-473 ◽  
Author(s):  
Robert van der Veen ◽  
Haiyan Song
Keyword(s):  
Exploratory Study ◽  
Advertising Effectiveness ◽  
Measurement Scales ◽  
Celebrity Endorsers

Exploratory study about audience response to product endorsements by online DIY celebrities and traditional celebrities

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fei Fan
Keyword(s):  
Exploratory Study ◽  
Purchase Intention ◽  
Small Sample Size ◽  
Negative Attitude ◽  
Small Sample ◽  
Marketing Communications ◽  
Celebrity Endorsement ◽  
Content Type ◽  
Asian Market ◽  
Celebrity Endorsers

Purpose Celebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing communications practitioners have started to involve such celebrities in brand and product endorsement strategies. However, few existing studies have compared the endorsement persuasiveness of online DIY celebrity endorsers with traditional celebrity endorsers, particularly in the Asian market. Therefore, the purpose of this paper is to fill the literature gap by examining how consumers perceive and evaluate online DIY and traditional celebrity endorsers. Design/methodology/approach In-depth personal interviews were conducted with 15 interviewees with a median age of 23. They were asked to report their overall evaluations and attitudes toward online DIY celebrity endorsers and traditional celebrity endorsers, and their respective endorsement strategies. Findings Although the popularity of online DIY celebrities is growing in China, they received a lower level of appreciation from interviewees than traditional celebrities. The persuasiveness of online DIY celebrity endorsers was not as effective as that of traditional celebrity endorsers. Interviewees even held an overall negative attitude toward online DIY celebrities and their endorsements. Interviewees perceived traditional celebrity endorsers more positively, and their endorsements to be more effective, than online DIY celebrity endorsers. Research limitations/implications The small sample size may constrain any generalization to be drawn from the findings. Future studies are suggested using survey and experiment methodology to further test and compare the persuasiveness of online DIY and traditional celebrity endorsement. Practical implications We suggest communications practitioners continue to use traditional celebrities to improve overall brand image and enhance the target audience’s purchase intention as the exploratory study reveals that audiences have an overall positive experience with traditional celebrities, instead of online DIY celebrities. If online DIY celebrities are preferred in communications strategies, we suggest practitioners carefully select qualified online DIY celebrity endorsers based on image congruence between such online DIY celebrities and the product category in that audiences in the exploratory study are quite cautious when exposed to product endorsement messages from online DIY celebrities. Besides this, audiences have more confidence in product endorsement if there is a fit between online DIY celebrities’ expertise and the endorsed product type. Originality/value This is the first qualitative study on consumers’ perception of product endorsement at the level of online DIY and traditional celebrity endorsers.

Advertising framed

2001 ◽  
Vol 2 (2) ◽  
pp. 156-171 ◽  
Author(s):  
Angela van der Lee ◽  
Edith G. Smit
Keyword(s):  
Exploratory Study ◽  
Academic Research ◽  
Practical Experience ◽  
Financial Service ◽  
Advertising Effectiveness ◽  
Brand Name ◽  
Empirical Basis ◽  
Service Advertising ◽  
Content Characteristics

The advertising frameworks developed by Hall and Maclay (1991) and Franzen (1994) can be seen as capturing the strategies used most frequently by today’s advertisers. Although based on extensive practical experience, their empirical basis has hardly been touched upon in academic research. To answer the question to what extent the advertising frameworks exist in practice, the authors conducted an exploratory study signifying the presence of such models. Based on an analysis of 16 commercials from the four largest Dutch banks (N = 1101), some frameworks proved to be more ’popular’ than others were. While for each bank a dominant framework could be identied, different banks employed different models. Within Financial Service Advertising, characteristics of the frameworks were found to affect the effectiveness of a campaign in different ways, sometimes facilitating one effect while impeding another. Also, more general content characteristics with regard to brand name and type of endorsement were found to signicantly influence advertising effectiveness.

Infomercials and advertising effectiveness: an empirical study

2002 ◽  
Vol 19 (6) ◽  
pp. 468-480 ◽  
Author(s):  
Brett A.S. Martin ◽  
Andrew C. Bhimy ◽  
Tom Agee
Keyword(s):  
New Zealand ◽  
Empirical Study ◽  
Advertising Effectiveness ◽  
Target Market ◽  
Market Models ◽  
Design Elements ◽  
Celebrity Endorsers

Despite their increasing use by advertisers, little research has examined the effectiveness of infomercials. This study explores the influence of infomercial advertisement design elements, such as the use of customer testimonials or expert comments, and consumer characteristics, such as level of prior interest in the advertised product, upon perceptions of advertising effectiveness. With the assistance of the New Zealand division of an international infomercial marketer, we conducted a survey of consumers who had bought products in response to viewing an infomercial. Based on 878 respondents, our findings indicate that infomercial advertising is more effective when employing expert comments, testimonials, product demonstrations, the use of target market models, celebrity endorsers, product comparisons, and bonus offers. Age also impacted how consumers view infomercials, as did the type of product purchased.

Classifying Disfluencies in Preschool- and School-Age Spanish–English Bilinguals Who Do Not Stutter: An Exploratory Study

2020 ◽  
Vol 5 (1) ◽  
pp. 119-130
Author(s):  
Raúl Rojas ◽  
Farzan Irani
Keyword(s):  
Exploratory Study ◽  
Evidence Base ◽  
Medium Effect ◽  
Bilingual Children ◽  
Linear Regression Models ◽  
Cross Sectional ◽  
Total Percentage ◽  
Narrative Production ◽  
Language Measures ◽  
Mean Length Of Utterance

Purpose This exploratory study examined the language skills and the type and frequency of disfluencies in the spoken narrative production of Spanish–English bilingual children who do not stutter. Method A cross-sectional sample of 29 bilingual students (16 boys and 13 girls) enrolled in grades prekindergarten through Grade 4 produced a total of 58 narrative retell language samples in English and Spanish. Key outcome measures in each language included the percentage of normal (%ND) and stuttering-like (%SLD) disfluencies, percentage of words in mazes (%MzWds), number of total words, number of different words, and mean length of utterance in words. Results Cross-linguistic, pairwise comparisons revealed significant differences with medium effect sizes for %ND and %MzWds (both lower for English) as well as for number of different words (lower for Spanish). On average, the total percentage of mazed words was higher than 10% in both languages, a pattern driven primarily by %ND; %SLDs were below 1% in both languages. Multiple linear regression models for %ND and %SLD in each language indicated that %MzWds was the primary predictor across languages beyond other language measures and demographic variables. Conclusions The findings extend the evidence base with regard to the frequency and type of disfluencies that can be expected in bilingual children who do not stutter in grades prekindergarten to Grade 4. The data indicate that %MzWds and %ND can similarly index the normal disfluencies of bilingual children during narrative production. The potential clinical implications of the findings from this study are discussed.

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