تأثیر اثربخشی تأییدکننده مشهور در تبلیغات بر تصویر برند مورد تبلیغ

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی،دانشکده ادبیات و علوم انسانی، دانشگاه خلیج فارس، بوشهر، ایثران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه خلیج فارس، بوشهر، ایران

10.22051/bmr.2020.22856.1611

چکیده

امروزه بدون شک، انواع مختلف تبلیغات مصرف­کنندگان را مورد احاطه قرار داده‌اند. شرکت­ها برای موفقیت و نفوذ در ذهن مخاطبان هدف خود به روش­های گوناگونی متوسل شده­اند. تائید محصولات و خدمات توسط افراد مشهور که برای جامعه شناخته‌شده‌اند، یکی از روش­های اثربخش و پرهزینه است که شرکت­ها برای بهتر شناخته شدن و بهتر به خاطر آوردن برندهای محصولات خود از گذشته تاکنون مورداستفاده قرار داده‌اند. هدف اصلی این پژوهش، بررسی تأثیر اثربخشی تأییدکننده‌ی مشهور در تبلیغات بر تصویر برند مورد تبلیغ می­باشد. در این پژوهش هفت بعد اثربخشی تائید کنندگان مشهور ازجمله، تخصص، جذابیت، محبوبیت، آشنایی، تناسب (تجانس)، شباهت و صداقت (اعتماد) به‌عنوان متغیر مستقل و تأثیر آن بر تصویر برندبه‌عنوان متغیر وابسته بررسی شد. این پژوهش از منظر هدف، کاربردی و از لحاظ روش گردآوری داده‌ها روش توصیفی-پیمایشی و از نوع همبستگی می­باشد. جامعه آماری پژوهش شامل مصرف‌کنندگان محصولات بهداشتی (شامپو) برند کلییر در ایران بوده و از این جامعه نامحدود 385 نفر نمونه به‌صورت آنلاین از طریق شبکه­های اجتماعی با روش نمونه­گیری در دسترس انتخاب گردید. ابزار گردآوری داده­های پژوهش، پرسشنامه می­باشد. روایی ابزار پژوهش از طریق روش روایی محتوای صوری و پایایی آن از طریق آلفای کرونباخ تائید شد. به‌منظور آزمون فرضیات پژوهش از مدل‌سازی معادلات ساختاری به کمک نرم‌افزار اسمارت پی ال اس (حداقل مربعات جزئی)، استفاده گردیده است. نتایج پژوهش نشان داد که ویژگی­های اثربخشی تائید کننده­ی مشهور نظیر جذابیت، محبوبیت و شباهت بر تصویر نام تجاری تأثیر مثبت و معناداری دارند، امّا برخی از ویژگی­های اثربخشی تائید کننده­ی مشهور نظیر تخصص، صداقت، آشنایی و تناسب بر تصویر نام تجاری تأثیر مثبت داشته ولی این تأثیر در سطح اطمینان 95 درصد معنی­دار نمی­باشد.

کلیدواژه‌ها


عنوان مقاله [English]

The impact of effectiveness of celebrity endorsements in advertising on the image of advertised brand

نویسندگان [English]

  • Majid Esmaeilpour 1
  • Hamid Izadi 2
  • Salimeh Afrakhteh 2
  • Fatemeh Zahedi 2
1 Associate Professor of Department of Business Management, Persian Gulf University, Bushehr, Iran.
2 Graduate student of Business Management, Persian Gulf University, Bushehr, Iran.
چکیده [English]

Today, consumers are undoubtedly surrounded by various types of advertisements. Companies have resorted to various ways to succeed and influence the minds of their target audiences. Approving products and services by celebrities as the endorsers to the community is one of the most effective and costly methods that companies have used to make their brands better known and reminded than ever before. The main purpose of this study is to investigate the effect of celebrity endorsements in advertising on the image of advertised brand. In this research, seven aspects of the effectiveness of celebrity endorsements, including expertise, attractiveness, popularity, familiarity, appropriateness, similarity, and trustworthiness, were analyzed and evaluated as independent variables and their impacts on brand image as a dependent variable. In terms of purpose, this research is applied and with regard to data collection, it is considered descriptive-survey method which is of correlation type. The statistical population of the study consisted of all consumers of cosmetic products in Iran. Among this unlimited society, 385 individuals were selected online through social networks with available sampling method. The data was collected using questionnaire. In order to test the research hypothesis, modeling structural equations using Smart PLS software (partial least squares) has been used. The results of the study showed that the effect of some features of Celebrity Endorsements effectiveness, including attractiveness, popularity and similarity on the brand image were confirmed. But, some other features such as expertise, trustworthiness, familiarity and appropriateness, on brand image was not confirmed in this study.

کلیدواژه‌ها [English]

  • : Celebrity Endorsement
  • attractiveness
  • Expertise
  • appropriateness
  • popularity
  • familiarity
  • trustworthiness
  • similarity
  • Brand image
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