The Influence Of Product Involvement On Nationality Of Match-up Between Endorser And Product On Advertising Effect

With the accelerated process of economic globalization and global unified market formation, some Chinese enterprises began to invite foreign stars as a product spokesperson, hope that through foreign star international influence and improve the competitiveness of products. At the same time, some foreign enterprises have begun to use Chinese stars as spokesmen for their products. However, the advertising effect in the end how unknown, whether consumers of such practices can accept or approval, need to be further discussed. So, whether the spokesperson and product country consistency will influence the advertising effect, whether there are other factors will influence the effect of advertising, such as high, low involvement product. This paper discusses the starting point and purpose.This study spokesperson country consistency as independent variables, with the advertising effect as the dependent variable, with the product involved in regulating variable degree as a spokesperson country consistency and advertising effectiveness, and by 2(Chinese star VS foreign star) x 2(domestic brand products VS foreign brands produckts) x 2(high involvement VS low involvement) design of experiment, proved consistent spokesperson and product attributes when compared to country, inconsistent, better advertising effect. For the domestic brand products advertising effect, different national spokesmen speak have significant difference between the effect, that the domestic star endorsement of domestic brand products compared with foreign star endorsement of domestic brand products the better advertising effect. For the foreign brand products advertising effect, different national spokesmen speak have significant difference between the effect of star endorsement, suggest that foreign brand products when compared to domestic and foreign brand products star endorsement of its better advertising effect. The spokesperson and product advertising effects are the same country high involvement products and is not consistent with no significant differences. Description when the product in the advertisement for the high involvement products, spokesperson and product consistency and no country had no significant difference on advertising effect. For low involvement products advertising effect, spokesperson and product country consistent and inconsistent with significant differences, indicating when the advertising products for low involvement products, compared with the spokesperson and product nationality is inconsistent, consistent with its better advertising effect.