ผลของการใช้โฆษกที่เป็นสัตว์ในการโฆษณาและความเชื่อมโยงของสินค้าต่อพฤติกรรมผู้บริโภค
Main Article Content
Abstract
The objectives of the research were aims to study the main and interaction effects of the element of animal spokes-character on consumer behavior by using the 2x2x2 factorial experimental research design. The elements of animal spokes-character were: (1) animal types (amimated and real animal), (2) animal behavior (Active and passive), and (3) degree of relatedness between product and spokes-character. The finding was conducted with 267 undergraduate students. The study reveal that brand attitudes, when using its product relatedness factor was significantly greater than using its product unrelatedness. For interaction effects, there was no interaction effect between animal types, animal behavior, and degree of relatedness between product and spokes-character on advertisement attractiveness, attitude toward the ad, attitude toward the brand, and purchase intention. However, the result demonstrated that three main factors have interaction effects on advertisement credibility significantly.
Article Details
Section
Articles
References
ภาษาไทย
รติพร คุ้มทรัพย์. (2545). การวิเคราะห์รูปแบบของ Spokes-character และทัศนคติของผู้บริโภคที่มีต่อ Spokes-character ในภาพยนตร์โฆษณา. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
ภาษาอังกฤษ
Assael, H. (2004). Consumer behavior: A strategic approach. Boston, MA: Houghton Miffin.
Baker, M. J., & Churchill, G. A., Jr. (1977). The impact of physically attractive models on advertising evaluation. Journal of Marketing Research. 14(4), 538-555.
Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communication perspective (9th ed.). Boston: McGraw-Hill.
Bush, A. J., Hair, J. F., & Bush, R. P. (1983). A content analysis of animation in television marketing. Journal of Advertising, 12(4), 20-26.
Callcott, M. F., & Lee, W. (1995). Establishing the spokes-character in academic inquiry: Historical overview and framework for definition. Advance in Consumer Research, 22, 144-151.
Callcott, M. F., & Phillip, B. J. (1995). Observations: Elves make good cookies: Creating likable spokes-character advertising. Journal of Advertising Research, 36(5), 73-79.
Deshields, O. W, Jr., Kara, A., & Kaynak, E. (1996). Source effects in purchase decision: The impact of physical attractiveness and accent of salesperson. International Journal of Research in Marketing, 13(1), 12-24.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing, 28(3), 307-319.
Dolich, I. (1969). Congruence relationships between self images and product brands. Journal of Marketing Research, 6, 80-84.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich.
East, R. (1997). Consumer behavior: Advances and applications in marketing. London: Prentice Hall.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.) Fort Worth, TX: Dryden Press.
Fireworker, R. B., & Friedman, H. H. (1977). The effects of endorsement on product evaluation. Decision Sciences, 8, 576-583.
Garretson, J. A., & Burton, S. (2005). Th role of spokescharacters as advertisement and package cues in integrated marketing communications. Journal of Marketing, 69, 118-132.
Garretson, J. A., & Niedrich, R. W. (2004). Spokes-character: Creating character trust an positive brand attitude. Journal of Advertising, 33(2), 25-36.
Health, A., & Scott, D. (1998). The self-concept and image congruence hypothesis: An empirical evaluation in the motor vehicle market. Journal of Marketing, 32, 1110-1123.
Hong, J. W., & Zinkhan, G. M. (1995). Self-concept and advertising attractiveness: The influence of congruency, conspicuousness, and response mode. Journal of Psychology and Marketing, 12(1), 53-77.
Hovland, C. I., Irving, K. J., & Kelly, H. H. (1953). Communication and persuasion, New Haven, CT: Yale University Press.
Johar, G. V., & Pham, M. T. (1999). Relatedness, prominence and constructive sponsor identification. Journal of Marketing Research, 36, 299-312.
Keller, K. L. (1998). Strategic brand management. Upper Saddle River, NJ: Prentice Hall.
Kelman, H. C. (1953). Attitude Change as a function of response restriction. Human Relations, 6, 185-214.
Kennedy, P. F., & McGravey, M. G. (2008). Animal-comparison depiction in women’s magazine advertising, Journal of Business Research, 61, 424-430.
Koering, S. L., & Page, A. L. (2002). What if your dentist look like Tom Cruise? Applying the match-up hypothesis to a service encounter. Psychology & Marketing, 19(1), 91-110.
Krugman, H.E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349-356.
Kyung, H., Kwon, O., & Sung, Y. (2010). The effects of spokes-characters’ personalities of food products on source credibility. Journal of Food Products Marketing. 17(1), 65-78.
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad, Journal of Business Research, 44, 109-116.
Lancendorfer, K. M., Atkin, J. L., & Reece, B. B. (2008). Animals in advertising: Love dogs? Love the ad! Journal of Business Research, 61, 384-391.
Lange, F., & Dahlen, M. (2003). Let’s be strange: Brand familiarity and ad-brand incongruency. Journal of Product & Brand Management, 12(7), 449-461.
Lerner, J. E., & Kalof, L. (1999). The animal Text: Message and meaning in television advertisements. Sociological Quarterly, 40(4), 565-586.
Levy, M., & Weitz, B. (1996). Essential of retailing. Boston, MA: McGraw-Hill.
Lutz, R. J. (1991). The role of attitude theory in marketing. In H. H. Kassajain & T.S. Robertson (Eds.), perspectives in consumer behavior (4th ed., pp. 317-399). Englewood Cliffs, NJ: Prentice Hall.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
McDaniel, S. R. (1999). An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas. Psychology & Marketing, 16(2), 163-184.
Mizerski, R. (1995). The relationship between cartoon trade character recognition and attitude toward product category in young children. Journal of Marketing, 59(4), 58-70.
Ogilvy, D. (1988). Confession of an advertising man. New York: Atheneum.
Petty, R. E. Wegener, D. T., & Fabrigar, L. R. (1997). Attitudes and attitude change. Annual Review of Psychology, 48, 609-647.
Phillips, B. J. (1996). Advertising and the cultural meaning of animals. Advances in Consumer Research, 23, 354-360.
Phillip, B. J. (1996). Defining trade character and their role in American popular culture. Journal of Popular Culture, 29(4), 143-158.
Preister, J. R., Godek, J., Nayakankupp, DJ., & Park, K. (2004). Brand congruity and comparative advertising: When and why comparative advertising lead to greater elaboration. Journal of Consumer Psychology, 14(1&2), 115-123.
Ross, J. A. (1973). Influence of expert and peer upon negro mother of low socio-economic status. Journal of Social Psychology, 89, 79-84.
Ruth, J. A., & Simonin, B. J. (2003). Brought to you by brand A and brand B: Investigating multiple sponsors’ influence on consumers’ attitudes toward sponsored events. Journal of Advertising, 32(3), 19-30.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). Upper Saddle River, NJ: Pearson Education International.
Sherif, M., & Sherif, C. W. (1967). Attitudes as the individual’s own categories: The social judgement approach to attitude and attitude change. In C. W. Sherif & M. Sherif (Eds.), Attitude, ego-involvement and change (pp. 105-139). New York: Wiley.
Shimp, T. A. (2003). Advertising, promotion, & supplement aspects of integrated marketing communications (6th ed.). Mason: OH: South-Western.
Sirgy, M. (1985). Using self-congruence and ideal congruence to predict purchase motivation. Journal of Business Research, 13, 195-206.
Solomon, M. R. (2011). Consumer behavior: Buying, having and being (9th ed.). Upper Saddle River, NJ: Pearson.
Spears, N. E., Mowen, J. C., & Chakraborty, G. (1996). Symbolic role of animals in print advertising: Content analysis and conceptual development. Journal of Business Research, 37, 87-95.
Tellis, G. J. (1998). Advertising and sales promotion strategy. Reading: Addison-Wesley.
Woodside, A. G., & Davenport, W, Jr. (1974). The effect pf salesman similarity and expertise on consumer purchasing behavior. Journal of Marketing Research, 11, 198-202.
Zaichkowshy, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.
รติพร คุ้มทรัพย์. (2545). การวิเคราะห์รูปแบบของ Spokes-character และทัศนคติของผู้บริโภคที่มีต่อ Spokes-character ในภาพยนตร์โฆษณา. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
ภาษาอังกฤษ
Assael, H. (2004). Consumer behavior: A strategic approach. Boston, MA: Houghton Miffin.
Baker, M. J., & Churchill, G. A., Jr. (1977). The impact of physically attractive models on advertising evaluation. Journal of Marketing Research. 14(4), 538-555.
Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communication perspective (9th ed.). Boston: McGraw-Hill.
Bush, A. J., Hair, J. F., & Bush, R. P. (1983). A content analysis of animation in television marketing. Journal of Advertising, 12(4), 20-26.
Callcott, M. F., & Lee, W. (1995). Establishing the spokes-character in academic inquiry: Historical overview and framework for definition. Advance in Consumer Research, 22, 144-151.
Callcott, M. F., & Phillip, B. J. (1995). Observations: Elves make good cookies: Creating likable spokes-character advertising. Journal of Advertising Research, 36(5), 73-79.
Deshields, O. W, Jr., Kara, A., & Kaynak, E. (1996). Source effects in purchase decision: The impact of physical attractiveness and accent of salesperson. International Journal of Research in Marketing, 13(1), 12-24.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing, 28(3), 307-319.
Dolich, I. (1969). Congruence relationships between self images and product brands. Journal of Marketing Research, 6, 80-84.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich.
East, R. (1997). Consumer behavior: Advances and applications in marketing. London: Prentice Hall.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.) Fort Worth, TX: Dryden Press.
Fireworker, R. B., & Friedman, H. H. (1977). The effects of endorsement on product evaluation. Decision Sciences, 8, 576-583.
Garretson, J. A., & Burton, S. (2005). Th role of spokescharacters as advertisement and package cues in integrated marketing communications. Journal of Marketing, 69, 118-132.
Garretson, J. A., & Niedrich, R. W. (2004). Spokes-character: Creating character trust an positive brand attitude. Journal of Advertising, 33(2), 25-36.
Health, A., & Scott, D. (1998). The self-concept and image congruence hypothesis: An empirical evaluation in the motor vehicle market. Journal of Marketing, 32, 1110-1123.
Hong, J. W., & Zinkhan, G. M. (1995). Self-concept and advertising attractiveness: The influence of congruency, conspicuousness, and response mode. Journal of Psychology and Marketing, 12(1), 53-77.
Hovland, C. I., Irving, K. J., & Kelly, H. H. (1953). Communication and persuasion, New Haven, CT: Yale University Press.
Johar, G. V., & Pham, M. T. (1999). Relatedness, prominence and constructive sponsor identification. Journal of Marketing Research, 36, 299-312.
Keller, K. L. (1998). Strategic brand management. Upper Saddle River, NJ: Prentice Hall.
Kelman, H. C. (1953). Attitude Change as a function of response restriction. Human Relations, 6, 185-214.
Kennedy, P. F., & McGravey, M. G. (2008). Animal-comparison depiction in women’s magazine advertising, Journal of Business Research, 61, 424-430.
Koering, S. L., & Page, A. L. (2002). What if your dentist look like Tom Cruise? Applying the match-up hypothesis to a service encounter. Psychology & Marketing, 19(1), 91-110.
Krugman, H.E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349-356.
Kyung, H., Kwon, O., & Sung, Y. (2010). The effects of spokes-characters’ personalities of food products on source credibility. Journal of Food Products Marketing. 17(1), 65-78.
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad, Journal of Business Research, 44, 109-116.
Lancendorfer, K. M., Atkin, J. L., & Reece, B. B. (2008). Animals in advertising: Love dogs? Love the ad! Journal of Business Research, 61, 384-391.
Lange, F., & Dahlen, M. (2003). Let’s be strange: Brand familiarity and ad-brand incongruency. Journal of Product & Brand Management, 12(7), 449-461.
Lerner, J. E., & Kalof, L. (1999). The animal Text: Message and meaning in television advertisements. Sociological Quarterly, 40(4), 565-586.
Levy, M., & Weitz, B. (1996). Essential of retailing. Boston, MA: McGraw-Hill.
Lutz, R. J. (1991). The role of attitude theory in marketing. In H. H. Kassajain & T.S. Robertson (Eds.), perspectives in consumer behavior (4th ed., pp. 317-399). Englewood Cliffs, NJ: Prentice Hall.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
McDaniel, S. R. (1999). An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas. Psychology & Marketing, 16(2), 163-184.
Mizerski, R. (1995). The relationship between cartoon trade character recognition and attitude toward product category in young children. Journal of Marketing, 59(4), 58-70.
Ogilvy, D. (1988). Confession of an advertising man. New York: Atheneum.
Petty, R. E. Wegener, D. T., & Fabrigar, L. R. (1997). Attitudes and attitude change. Annual Review of Psychology, 48, 609-647.
Phillips, B. J. (1996). Advertising and the cultural meaning of animals. Advances in Consumer Research, 23, 354-360.
Phillip, B. J. (1996). Defining trade character and their role in American popular culture. Journal of Popular Culture, 29(4), 143-158.
Preister, J. R., Godek, J., Nayakankupp, DJ., & Park, K. (2004). Brand congruity and comparative advertising: When and why comparative advertising lead to greater elaboration. Journal of Consumer Psychology, 14(1&2), 115-123.
Ross, J. A. (1973). Influence of expert and peer upon negro mother of low socio-economic status. Journal of Social Psychology, 89, 79-84.
Ruth, J. A., & Simonin, B. J. (2003). Brought to you by brand A and brand B: Investigating multiple sponsors’ influence on consumers’ attitudes toward sponsored events. Journal of Advertising, 32(3), 19-30.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). Upper Saddle River, NJ: Pearson Education International.
Sherif, M., & Sherif, C. W. (1967). Attitudes as the individual’s own categories: The social judgement approach to attitude and attitude change. In C. W. Sherif & M. Sherif (Eds.), Attitude, ego-involvement and change (pp. 105-139). New York: Wiley.
Shimp, T. A. (2003). Advertising, promotion, & supplement aspects of integrated marketing communications (6th ed.). Mason: OH: South-Western.
Sirgy, M. (1985). Using self-congruence and ideal congruence to predict purchase motivation. Journal of Business Research, 13, 195-206.
Solomon, M. R. (2011). Consumer behavior: Buying, having and being (9th ed.). Upper Saddle River, NJ: Pearson.
Spears, N. E., Mowen, J. C., & Chakraborty, G. (1996). Symbolic role of animals in print advertising: Content analysis and conceptual development. Journal of Business Research, 37, 87-95.
Tellis, G. J. (1998). Advertising and sales promotion strategy. Reading: Addison-Wesley.
Woodside, A. G., & Davenport, W, Jr. (1974). The effect pf salesman similarity and expertise on consumer purchasing behavior. Journal of Marketing Research, 11, 198-202.
Zaichkowshy, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.