Designing an Effective Model for Celebrity Endorsers’ Advertising Considering the Interaction Effect of Internalization and Resource Identification on the Behavior and Attitude of the Consumer
Subject Areas :nasim motamednia 1 , mirzahasan hoseini 2 * , ehsan jamali 3 , aliakbar jokar 4
1 - Ph.D. Candidate , Department of Management, Payame Noor University, Tehran, Iran.
2 - Professor, Department of Business Management, Payame Noor University,Tehran, Iran
3 - Assistant professor, National Organization of Educational Testing. Iran
4 - Assistant Professor, Department of Business Management, Payame Noor University, Tehran, Iran
Keywords: celebrity endorsers, internalization interactive effect, resource identification, consumer attitude,
Abstract :
Purpose: This research has been conducted to design an effective model for celebrity endorsers’ advertising considering the interaction effect of internalization and resource identification on the behavior and attitude of the consumer in private banks of the Tehran province Methodology: The mixed method (qualitative-quantitative) was used in this research. The qualitative method is based on the fundamental conceptualization approach, and the quantitative method is based on the descriptive-survey approach with a practical goal. In the qualitative part with the systematic (meta-synthesis) review approach, the statistical population includes all the research conducted in the area of effectiveness of the celebrity endorsers’ advertising from various authenticated conferences and journals from 1997 to 2022 internationally and from 2011 to 2021 domestically. At the beginning of the data analysis, the concepts and dimensions were assessed in the MAXQDA software using open coding, and Cohen’s kappa reliability index was calculated and confirmed at 0.89. Then the final model was evaluated using the Delphi method. 245 questionnaires were analyzed using the PLS software to test the model among the clients of private banks in the Tehran province using the mixed sampling method Conclusion:In the qualitative part considering the input indexes and criteria, 556 articles and dissertations (Farsi and English) related to the celebrity endorsers’ advertising subject were studied. The results extracted from 28 studies (16 English and 12 Farsi) were analyzed ultimately. Finally, the relationships between the models of the research were studied in the quantitative part. 11 relationships were confirmed, but 4 were not confirmed
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