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Investigation of the Relationship between Endorser Fit and Advertising Effectiveness in Print Advertising  

Hwang, In-Suk (서울시립대학교 경영학과)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.36, no.3, 2011 , pp. 75-90 More about this Journal
Abstract
Suggesting that endorser fit in print advertising can be subdivided into observable endorser-product fit, unobservable endorser-product fit, and observable endorser-background fit, this study empirically investigates their effects on advertising effectiveness. Undergraduate students participated in the study and evaluated three real advertisements on the items of the fits, the advertising effectiveness, and so on. The advertisements were for a watch, perfume, and women's clothing. Results showed that each of fits had an positive effect on advertising attitude, brand attitude, and purchase intention respectively and the observable endorser-product fit had a more positive effect on such an effectiveness than the unobservable endorser-product fit and the observable endorser-background fit in the majority of cases. It was also found that each of the fits had a tendency to exert relatively greater effects on the advertising effectiveness, especially on the purchase intention, compared to the endorser preference.
Keywords
Endorser Fit; Observable Endorser-Product Fit; Unobservable Endorser-Product Fit; Observable Endorser-Background Fit; Advertising Effectiveness;
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