The Role of Character Endorsers in Advertisements
The number of advertisements using character endorsers has increased considerably recently. Character endorsers have also attracted growing interest from advertising researchers. Considering that previous research has contributed to improved understanding of the effectiveness of character endorsers,...
| Հիմնական հեղինակ: | |
|---|---|
| Ձևաչափ: | Հոդված |
| Լեզու: | Japanese |
| Հրապարակվել է: |
Japan Marketing Academy
2020-06-01
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| Շարք: | Maketingu Janaru |
| Խորագրեր: | |
| Առցանց հասանելիություն: | https://www.jstage.jst.go.jp/article/marketing/40/1/40_2020.036/_html/-char/en |
| _version_ | 1828264009078407168 |
|---|---|
| author | Yuumi Ogura |
| author_facet | Yuumi Ogura |
| author_sort | Yuumi Ogura |
| collection | DOAJ |
| description | The number of advertisements using character endorsers has increased considerably recently. Character endorsers have also attracted growing interest from advertising researchers. Considering that previous research has contributed to improved understanding of the effectiveness of character endorsers, it is essential to organize previous research findings and clarify important questions for future research. This paper reviews previous research on character endorsers in terms of (1) classification of character endorsers, (2) positive effects of character endorsers on consumer attitude, and (3) moderators of the effects of character endorsers. This paper proposes that future research should (1) identify additional moderators, (2) examine negative effects of character endorsers on consumer attitudes, and (3) focus on additional dependent variables. |
| first_indexed | 2024-04-13T04:18:47Z |
| format | Article |
| id | doaj.art-82741f1321a7417f8d5884d566b51f13 |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-13T04:18:47Z |
| publishDate | 2020-06-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-82741f1321a7417f8d5884d566b51f132022-12-22T03:02:53ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692020-06-01401687210.7222/marketing.2020.036marketingThe Role of Character Endorsers in AdvertisementsYuumi Ogura0Graduate School of Business Administration, Ritsumeikan University, JapanThe number of advertisements using character endorsers has increased considerably recently. Character endorsers have also attracted growing interest from advertising researchers. Considering that previous research has contributed to improved understanding of the effectiveness of character endorsers, it is essential to organize previous research findings and clarify important questions for future research. This paper reviews previous research on character endorsers in terms of (1) classification of character endorsers, (2) positive effects of character endorsers on consumer attitude, and (3) moderators of the effects of character endorsers. This paper proposes that future research should (1) identify additional moderators, (2) examine negative effects of character endorsers on consumer attitudes, and (3) focus on additional dependent variables.https://www.jstage.jst.go.jp/article/marketing/40/1/40_2020.036/_html/-char/enadvertisementcharacter endorsersconsumersattitude toward the adbrand evaluation |
| spellingShingle | Yuumi Ogura The Role of Character Endorsers in Advertisements Maketingu Janaru advertisement character endorsers consumers attitude toward the ad brand evaluation |
| title | The Role of Character Endorsers in Advertisements |
| title_full | The Role of Character Endorsers in Advertisements |
| title_fullStr | The Role of Character Endorsers in Advertisements |
| title_full_unstemmed | The Role of Character Endorsers in Advertisements |
| title_short | The Role of Character Endorsers in Advertisements |
| title_sort | role of character endorsers in advertisements |
| topic | advertisement character endorsers consumers attitude toward the ad brand evaluation |
| url | https://www.jstage.jst.go.jp/article/marketing/40/1/40_2020.036/_html/-char/en |
| work_keys_str_mv | AT yuumiogura theroleofcharacterendorsersinadvertisements AT yuumiogura roleofcharacterendorsersinadvertisements |