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Paper Information

Journal:   JOURNAL OF BUSINESS ADMINISTRATION RESEARCH   FALL 2016-WINTER 2017 , Volume 8 , Number 16 ; Page(s) 185 To 209.
 
Paper: 

THE MEDIATING ROLE OF THE ATTRACTIVENESS OF CELEBRITIES IN EFFICACY OF ADVERTISEMENTS IN IRAN: A CASE STUDY OF ECUT CLOTHING GROUP

 
 
Author(s):  FEIZ DAVOOD, AREFI AMIN, KOHYARI HAGHIGHAT AMIN*
 
* SEMNAN UNIVERSITY, SEMNAN
 
Abstract: 

Nowadays, advertising has become an integral part of economic units. In this context, advertising with celebrities is one of the most attractive way of introducing and reinforcing a company’s brands. Identification of factors that lead to the choice of attractive celebrity and advertising effectiveness is the aim of this article. The factors identified in this study include likeability, attractiveness, familiarity, and similarity. The research is applied in nature, and its methodology description and survey conducted through data collection. The study sample consists of students of Allameh Tabatabai University in 1392. The available stratified sampling is used to collect the data. The sample size is 374, and, for it, 400 questionnaires on ECUT advertisement have been distributed while 386 are returned. For data analysis, testing hypotheses and research questions, LISREL software has been used. The results show that familiarity and likeability have a significant impact on the celebrities' attractiveness (at a confidence level of 95%). Also, likeability is the only factor that has a positive impact, familiarity has a negative impact on the attractiveness, and similarity has no impact on attractiveness. In general, attractiveness has a positive impact on the effectiveness of advertisements.

 
Keyword(s): CELEBRITY, ATTRACTIVENESS, FAMILIARITY, LIKEABILITY, SIMILARITY
 
References: 
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