An experimental comparison of celebrity spokespersons' credibility, attractiveness, expertise, and identification on attitudes toward the ads and future interest

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dc.contributor.authorZhao, Jing
dc.contributor.authorUniversity of Lethbridge. Faculty of Management
dc.contributor.supervisorBasil, Michael D.
dc.date.accessioned2008-02-28T20:43:52Z
dc.date.available2008-02-28T20:43:52Z
dc.date.issued2005
dc.description70 leaves : ill. ; 29 cm.en
dc.description.abstractThis study examines several attributes of celebrity spokespersons in advertising. More specifically, credibility, attractiveness, expertise and identification with the celebrity are examined with regard to attitudes toward the ads and future interest in the product or service. The hypotheses imply that celebrity endorsers’ credibility, attractiveness, expertise, and identification with the viewers enhance the attitudes toward the ads and future interest in the product or service. Results showed that perceived expertise and identification had significant effects on both attitudes toward the ads and future interest in the product or service. Increased credibility had significant effects on future interest about the product of service but not on attitudes toward the ads, while increased attractiveness had significant effects on attitudes toward the ads but not on future interest about the product or service. Implications of advertising strategy and limitations of this research were discussed.en
dc.identifier.urihttps://hdl.handle.net/10133/591
dc.language.isoen_USen
dc.publisherLethbridge, Alta. : University of Lethbridge, Faculty of Management, 2005en
dc.publisher.facultyManagementen
dc.relation.ispartofseriesProject (University of Lethbridge. Faculty of Management)en
dc.subjectCelebrities in mass mediaen
dc.subjectActors in the advertising industryen
dc.subjectAdvertising -- Psychological aspectsen
dc.subjectConsumer behavior -- Psychological aspectsen
dc.subjectMarketing researchen
dc.subjectMerchandisingen
dc.titleAn experimental comparison of celebrity spokespersons' credibility, attractiveness, expertise, and identification on attitudes toward the ads and future interesten
dc.typeTechnical Reporten
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