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How Endorsers Create Click Intention: A Study of the Norwegian Painting Tool Brand Jordan

Stusdal, Miriam; Ulvestad, Solveig Pettersen
Master thesis
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URI
http://hdl.handle.net/11250/2623820
Date
2019
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  • Master of Science [1116]
Abstract
Consumers are increasingly using online search engines to gain information about

products and services. The use of endorser has for a long time been a popular

strategy in digital advertising. A challenge for brands today, however, is to choose

the right endorser to represent the brand, product and the ad to make the

advertisement as efficient as possible. Previous research on advertising

effectiveness indicates that expertise and trustworthiness are essential factors for

the persuasiveness of the ad.

The purpose of this study is to investigate if the choice of the endorser and the level

of involvement could affect consumers liking of the ad. Thus, increase their

intention to click the ad to gain more information on the brand’s website.

Additionally, the study investigates how brands can strengthen brand associations

to make their brand “top of mind” when consumers are thinking of painting their

home. The brand used in this study is the Norwegian painting tool brand Jordan,

owned by Orkla.

The study provides a review of the literature within advertising efficiency on

endorsement, involvement, source credibility, click intention, attitude towards ad

and brand association. Five hypotheses were developed to investigate the

relationship between these variables. The data was collected through an online

survey with experimental design. The study contained 258 respondents, divided

into six different conditions with three different endorsers and two levels of

involvement.

Findings indicate that higher expertise will lead to higher source credibility, and

thus have a positive effect on attitude towards the ad. Additionally, findings show

a positive attitude towards the ad will lead to higher click intention and brand

associations. This study contributes with advertising strategies regarding

involvement and the use of endorser for Jordan and other brands. Managerial

implications in terms of advertising effectiveness are presented together with

suggestions for future research.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019
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Handelshøyskolen BI

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