The mediating role of the attractiveness of celebrities on advertising effectiveness in Iran (Case Study: Ecut, clothing group)

Document Type : Research Paper

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Abstract

Now days advertising has become an integral part of the economic units, in this context, advertising with celebrities is one of the most attractive and used to introduce and reinforcement company`s brand. Identify factors that leads to attractive celebrity and advertising effectiveness is the aim of this article. Factors identified in this study are: Likeability, attractiveness, familiarity, similarity. The research in nature and purpose of research, applied, and in method of data collection, descriptive and survey and sample are students of Allameh Tabatabai University in 1392. Available Stratified sampling use to collect data. Sample size are 374 and for this purpose 400 questionnaires with ECUT advertising distributed and 386 returned. For data analysis, testing hypotheses and research questions, testing hypotheses using LISREL software was used. The results show that familiarity and likeability have a significant impact on the celebrities' attractiveness (at 95 of Percent confidence level). Likeability is the only factor that has a positive impact and familiarity has a negative impact on the attractiveness but similarity has no impact on attractiveness. In total attractiveness has positive impact on effectiveness of advertising.

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References

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Journal of Business Administration Researches
Volume 8, Issue 16
June 2017
Pages 185-209

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