Abstract:
Fictional spokes-characters in promotion and marketing
communication are becoming more popular with brands.
This study examined the impact spokes-characters
have on the brands they endorse. Celebrities have been
used as endorsers since the late nineteenth century and
marketers have established that they are one of the most
effective methods of advertising. The popularity of celebrity
endorsements springs from the numerous benefits that
companies experience by employing them. The contribution
of this study is in addressing an area in marketing that
looks at consumer perceptions of spokes-characters,
how these consumer views influence their perceptions of
advertisements and brands that use spokes-characters, and
ultimately the influence on purchase intention. The study
surveyed 260 consumers in the Braamfontein business
district of Johannesburg, South Africa. The study found
that consumers are in favour of spokes-characters and
advertisements that use spokes-characters. Moreover,
the researchers concluded that only a spokes-character’s
attractiveness and expertise influence attitudes toward the
advertisement and a spokes-character’s trust influences
attitudes toward the brand. In addition, the study found that
individually, both attitude variables have a positive effect on
purchase; however, the relationship between the attitude
towards the advertisement and the attitude towards the
brand tended to be stronger.
