Effects of Patriotism and Celebrity Endorsement in Military Advertising. (2nd September 2016)

• Record Type: Journal Article
• Authors: Park, Sejin; Avery, Elizabeth Johnson
• Is Part Of: Journal of promotion management. Volume 22:Number 5(2016)
• Page Start: 605
• Page End: 619
• Publication Date: 2016-09-02
• Subjects: advertising effectiveness, -- celebrity endorsement, -- military advertising, -- patriotism; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2016.1185489
• Languages: English
• ISSNs: 1049-6491

Abstract

ABSTRACT: This study investigates the influence of patriotism and celebrity endorsement on advertising effectiveness. College students ( N = 201) participated in a 2 × 2 (patriotism: high vs. low × congruence between a celebrity and the military: high vs. low) experiment. To manipulate the subjects' patriotism levels, two video clips were used and to induce congruence, two versions of U.S. Army advertisements were created. The results indicate that patriotism and congruence combined affect advertising effectiveness by increasing favorable attitudes toward military advertising, attitudes toward the military, and behavioral intentions to provide positive word of mouth (WOM) regarding the military.