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Please use this identifier to cite or link to this item: http://ir.ncue.edu.tw/ir/handle/987654321/17978

Authors: Pai, Fan-Yun
Contributors: 企業管理學系
Keywords: Spokesperson;Spokesperson-product fit;Advertisement
Date: 2013
Issue Date: 2014-01-22T09:01:32Z
Publisher: 彰化師範大學企業管理學系
Abstract: Advertisements which feature a well-known spokesperson can be effective in building product image. In recent years, CEOs have increasingly been featured in advertising, but there has been little research into the effectiveness of this approach. Previous studies find that to achieve the best effect, there needs to be a good fit between the spokesperson and product being advertised. However, does the concept of spokesperson-product fit apply when a company uses its CEO in its advertising? The purpose of this research is to investigate whether it is true that a certain type of spokesperson is more effective for a certain type of product, and whether CEOs can only be effective advertising spokespeople for specific products. An experimental design is used to test the hypotheses. The managerial implications of the results are provided, and these may help firms to choose more suitable spokespersons and thus have more effective advertising.
Relation: Review of Global Management and Service Science, 3: 1-6
Appears in Collections:[全球管理暨服務科學評論] 第三卷

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