Institute of Business and Management
|關鍵字:||代言人類型;產品類型;性別;配適;廣告效果;Spokesperson Types;Product Types;Gender;Match-up;Ad Effectiveness|
This study uses gender as a match-up factor and applies factorial experimental design to examine the match-up of spokesperson and product types and the resultant ad effectiveness based on Match-up Hypothesis, and finds that product types have significant impact on ad effectiveness, while spokesperson types don't. The utilitarian product type causes better ad effectiveness than the hedonic one. The interactive effect of spokesperson and product types is also one of the main findings. In terms of ad effectiveness, an ad for the utilitarian product that uses an athlete and politician as its spokespersons is better than an ad for the hedonic product. Also, it is the most effective for the hedonic product to choose an actor as its endorser and for the utilitarian product to use a politician as a spokesperson, but there is not significant different ad effectiveness between a hedonic and a utilitarian product when an actor and an entrepreneur are used as an endorser.
Journal of Management and Systems