The influence of endorsers, the degree of mental involvement of the product and gender on the attitude towards advertising and attitude towards the brand

Subject Areas : Jounal of Marketing Management

F. Nickfar ^{1 *} , اسماعیل حسن پور ² , Kambiz Heidarzadeh Hanzaee ³ , hamidreza kordlouie ⁴

1 -  PhD in Marketing Management, Qeshm International Branch, Islamic Azad University, Qeshm, Iran
2 - Assistant Professor, Marketing Management Department, Qeshm International Branch, Islamic Azad University, Qeshm, Iran
3 - Associate Professor, Marketing Management Department, Faculty of Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
4 - Assistant Professor, Industrial Management Department, Islamshahr Branch, Islamic Azad University, Tehran, Iran

Received: 2024-03-03 Accepted : 2024-07-01 Published : 2025-05-28

Keywords: Endorsers, Product Involvement, Gender, Brand Attitude, Advertising Attitude.,

Abstract :

In order to promote the sale of products, marketers try to change the attitude of consumers by inspiration of communication patterns. The use of reference groups in advertising is one of these ways and forms part of the costs of organizations. This study examines the effect of endorsers in commercial advertisements and the level of product involvement, on the attitude toward advertisements and attitude toward the brand in the form of 6 hypotheses. The research method in this study is experimental and the method of factorial designs with 8 modes (2x2x2) or situation has been used. A questionnaire with photos was used to collect data. The products investigated in this research are ice cream and mobile phones, and the statistical population of this research is made up of students. The results showed that when using attractions in advertising, the gender of the audience and the level of their mental engagement with the product should be taken into consideration. The findings suggest that the use of emotional appeals in conditions of high mental involvement does not have much effect on the audience, and they show a more positive response to emotional appeals than goods in conditions of low mental involvement. Famous people influence the attitude of these people towards advertisements and brands. On the other hand, in the conditions of high mental conflict, the presence of people specializing in advertising has an effect on the buying behavior of the audience.

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