In the competitive world of business,Advertisement is one of the greatest medium of communication between theenterprises and its consumers. To strengthen the effect of the advertisement,enterprises must select an endorser with a great amount of credibility. The researchers in this study attempted toexamine what can affect the consumers’ attitude.
Basically, the whole studyrevolved around four things, the brandimage which is the soul of the product, consumers’attitude toward advertising wherein good brand image can really accumulate andimprove positive attitude of the consumers’ toward advertising, the credibility of the spokesperson that cangain a huge impact to the consumers, and the advertising frequency that may have a different effects onconsumers’ attitude towards advertising. This study seeks tocorrelate that combination of good brand image and the spokesman’s credibilityare essential to add effectivity on advertising. In addition to that,advertising frequency can manipulate the effect of the advertising itself. The researchersgathered a lot of previous studies to support their study and they focused mainlyon three hypotheses – (a) first, brand image positively influences the effectof advertising, (b) second, the spokesperson’s credibility has a positiveinfluence on consumers’ attitude towards advertising, and (c) lastly, differentadvertising frequency has different effects on consumers’ attitude towardsadvertising. To investigateand analyze data, the study used a pre-experimental design which is a mixed method.
They made used of a questionnaire with a 6-point Likert scale to examine theparticipants regarding of what they feel and judge about the variables. Theyhave also prepared a 50-minute famous TV program with six commercial slotsinside and are randomly arranged. Three measurement scales were used – thescale of the brand image, scale of credibility of the spokesperson, and thescale of the effect of advertising. The participants were asked to fill out thefirst questionnaire about the credibility of the spokesperson and the brandimage before watching the advertisements. After watching the program, they wereasked to fill out another questionnaire about their attitude to the targetadvertisement. 457 college students participated in the study. They were thesecond and third year students who studied in the university of Science andTechnology in Taipei.
Thefindings confirmed the researchers’ three hypotheses. First, the study revealedthat good brand image affects the consumers’ attitude towards advertising sinceit becomes the main source and background of the advertisement, hence theenterprises must create a good brand image and transmit it to the consumers’mind. Second, the study also found that credibility of the spokesperson caninfluences consumers’ attitude towards advertising; therefore the endorser mustbe an influential and a trustworthy person because these characteristics canadd up a lot to the advertising. Lastly, the study found that advertisingfrequency influences consumers’ attitude towards advertising which contrast thetheory of Blair (1987) indicated that high frequency of advertising will borethe audience and lessen its persuasion of advertising. Alot of similar study regarding the brand image and the spokesperson credibilityare being studied in the present times. However, this study covers the effectof advertising frequency on the consumers’ attitude which made it entirelyunique.
In addition to that, the researchers provided bountiful informationregarding the topic in their review of related literature and made it easierfor the readers to understand the study. Another great strength of this studyis that in the result of their study, they have adjusted the result of theregression model in order to much understand the influence of advertisingfrequency to the consumers’ attitude towards the advertising. Also, they haveprovided evidences that differ to some of the previous related studies plus thehuge number of the participants added strength to the study’s data since it hasgathered more than four hundred participants that can surely represent a widescope of the population. Theresearch was conducted and published in 2012 and obviously all of thereferences that have been used were old enough for its credibility to be stillvalid. Considering the date of published, one more flaws of this paper is thatthey used pre-experimental design to investigate the responses of theparticipants and it can be a subject to numerous threats to the validity of thestudy, but the good thing is that they used ANCOVA to analyze their data andadjusted the results using the regression model. Overall,this study may have proven their hypotheses however the methods used and theimplications that were suggested should be re-evaluated.
Regardless of thenumber of threats to the study’s validity due to the methods that was used,having a large sample size and an abundance amount of references made andestablished the study’s credibility.