Endorsements’ Effects of one Branded Service on Attitude, Purchase Intention and Intention of Recommendation Towards the Service Category

Q4 Mathematics

Analele Stiintifice Ale Universitatii Al I Cuza Din Iasi - Matematica Pub Date : 2015-10-01 DOI:10.1515/aicue-2015-0037

C. Cara, Tudor Tocilă

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引用次数: 3

Abstract

Abstract The study focuses on the effectiveness of endorsement strategies in the beauty service industry. We refer an effective endorsement strategy as a strategy where the endorser is perceived as trustful and we assume that trustworthiness leads to an attitudinal or behavioural change. This quantitative research aims to identify the changes in attitude, purchase intention and intention of recommendation based on the perceived credibility derived from three different sources of endorsement - celebrities, experts and typical satisfied consumers. 426 subjects participated on an online survey. Their attitudes and intentions related to the service category were measured before and after they were exposed to an ad layout for one branded service. All the tracked changes were significant, leading endorsement to make positive changes in purchase and recommendation intentions, but negative changes in attitude. Differences between consumers and nonconsumers and between males and females were analysed.

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某一品牌服务的代言对服务品类态度、购买意愿和推荐意愿的影响

摘要本文主要研究美容服务行业代言策略的有效性。我们将有效的代言策略视为一种策略，其中代言人被认为是值得信赖的，我们假设可信赖性会导致态度或行为的改变。本定量研究旨在通过三种不同的代言来源——名人、专家和典型满意消费者——的感知可信度来识别态度、购买意愿和推荐意愿的变化。426名受试者参与了一项在线调查。在他们接触一种品牌服务的广告布局之前和之后，测量了他们与服务类别相关的态度和意图。所有跟踪的变化都是显著的，导致背书在购买和推荐意愿上产生积极的变化，但在态度上产生消极的变化。分析了消费者和非消费者之间以及男性和女性之间的差异。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Analele Stiintifice Ale Universitatii Al I Cuza Din Iasi - Matematica MATHEMATICS-

CiteScore

0.70

自引率

0.00%

发文量

审稿时长

>12 weeks

期刊介绍： This journal is devoted to the publication of original papers of moderate length addressed to a broad mathematical audience. It publishes results of original research and research-expository papers in all fields of mathematics.