Effectiveness of Celebrity Endorsement Advertisements: The Role of Customer Imitation Behaviour

被引：11
|
作者：
Awasthi, Ashwini K. [1 ]
Choraria, Sapna [1 ]
机构：
[1] Nirma Univ, Inst Management, SG Highway, Ahmadabad 382481, Gujarat, India
来源：
JOURNAL OF CREATIVE COMMUNICATIONS | 2015年 / 10卷 / 02期
关键词：
Customer imitation behaviour; celebrity endorsement advertisements; celebrity characteristics; attitude towards advertisements;
D O I：
10.1177/0973258615597412
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
This study explores the mediating role of customer imitation behaviour in the relationship between customer buying behaviour and determinants of effective celebrity endorsement advertisements. Along with major celebrity characteristics, the study has incorporated personal characteristics and characteristics of customers' social environment as antecedents to imitation. The article shows that attractiveness and credibility of the celebrity affect the attitude towards advertisements through the mediating role of imitation behaviour, implying that celebrity advertisements can be created in ways that stimulate customer imitation. The article further demonstrates that celebrities for endorsements can be selected according to personal characteristics of the target audience. Finally, the study reinforces the role of attitude towards celebrity advertisement in shaping the purchase intentions of customers.
引用
收藏
页码：215 / 234
页数：20
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