The Impact of Advertising Appeals on Consumers’ …
https://link.springer.com/chapter/10.1007/978-3-030-39165-2_85
The Impact of Advertisement Message AppealHypothesis 1The Impact of Advertisement Endorser TypeHypothesis 2Interaction Between Advertisement Endorser Type and Advertisement Message AppealHypothesis 3Hypotheses 4The Moderating Role of Advertisement Endorser’S AgeResearch Question Endorsers are used to draw attention to the advertisement or product and they are able to increase a consumer’s interest in the product based on their recommendation (Feick and Higie 1992; Erdogan 1999; Pornpitakpan 2004). The effectiveness of endorsement marketing depends on two factors, namely the type of endorser (Freiden 1984) and the type of p... Author: Karina Skupin, Ardion Beldad, Mark Tempelman Publish Year: 2019
Endorsers are used to draw attention to the advertisement or product and they are able to increase a consumer’s interest in the product based on their recommendation (Feick and Higie 1992; Erdogan 1999; Pornpitakpan 2004). The effectiveness of endorsement marketing depends on two factors, namely the type of endorser (Freiden 1984) and the type of p...
Author: Karina Skupin, Ardion Beldad, Mark Tempelman
Publish Year: 2019
DA: 30 PA: 63 MOZ Rank: 28
