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 handpick an endoser with a great amount of credibility. The researchers in this study attempted toexamine the effect of brand image, advertising spokesperson, and theadvertisement frequency on 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. Theresearchers may have gathered a lot of previous studies to support their study butthey focused mainly on three hypotheses – (a) first, brand image positivelyinfluences the effect of advertising, (b) second, the spokesperson’scredibility has a positive influence on consumers’ attitude towardsadvertising, and (c) lastly, different advertising frequency has differenteffects on consumers’ attitude towards advertising.
To investigate and analyze data, the study used a pre-experimentaldesign which is a mixed method. They made used of a questionnaire with a6-point Likert scale to examine the participants regarding of what they feeland judge about the variables. They have also prepared a 50-minute famous TVprogram with six commercial slots inside and are randomly arranged. Three measurementscales were used – the scale of the brand image, scale of credibility of thespokesperson, and the scale of the effect of advertising. The participants wereasked to fill out the first questionnaire about the brand image and thecredibility of the spokesperson before watching the advertisements. Afterwatching the program, they were asked to fill out another questionnaire abouttheir attitude to the target advertisement.
457 college students participatedin the study. They were the second and third year students who studied in theuniversity of Science and Technology in Taipei. Thefindings confirmed the researchers’ three hypotheses.
First, the study revealedthat good brand image influences the consumers’ attitude towards advertisingsince it 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.