Research On Effects Of Endorser Attractiveness, Product Involvement On Advertising Effects

With the market competition more and more fierce, many companies focus onthe goal that how to build the popularity of product and brand quickly, highlight thethe product characteristic and the brand image, improve the purchase intension.Undoubtedly, advertisement is one of the methods to get the goal. But there are lots ofadvertisement styles, endorsement advertisement is one of the favorite styles. Manycompanies, whatever scale and product category, all spend a amount of money on theendorsement advertisement especially attractive endorsers. So the starting point of thispaper is to discuss whether the attractiveness of endorser will affect the advertisementeffect and whether other factors will affect the advertisement effect.This paper started from the theory of source model, making a systematic reviewabout the relationship of endorser attractiveness and advertisement effect and tried toexplore the inadequacy. Based on elaboration likelihood model, discuss the regulativeeffect between endorser attractiveness and advertisement effect and ensure theresearch model. Secondly, established measuring scales for three variables and did aquestionnaire survey beforehand to ensure the efficiency and effectiveness of thequestionnaire. At last, we did a formal questionnaire survey and deal with the data toprove the relationship of the three variables.Results showed that endorser attractiveness could be classified into two kindsroughly including appearance attractiveness and similarity. Advertisement attitude,brand attitude and purchase intension were positively related to appearanceattractiveness and similarity. In addition, product involvement not only playedregulative effect between endorser attractiveness and brand attitude, but alsosimilarity and product attitude, purchase intention.The main innovation points in this paper was that the research explored the effectof the advertisement not only from the advertisement content but also from theadvertisement audience. From the two aspects, the result could avoid the inadequacyof the sole aspect. The limitations of this paper were two points: one was that the range of questionnaire was too narrow, another was that the quality of measuringscales was not high. The future research could consider the regulative effect betweenthe other factors influencing endorser advertisement and personal involvement.