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2.Literature Review 2.1 Spokes Character The definition of a spokes ...

2.Literature Review 2.1 Spokes Character The definition of a spokes ...

characters, action,

characters, action, music, storyline and visual element ), like the product/brand,colorful/lively, cute, humorous, convincing/effective, clever/imaginative,believable/realistic and appealing. Combining these liking factors, specific elements,colorful/lively, cute and appealing can be included in physical characteristic;humorous and clever/imaginative can be included in humor factor; like theproduct/brand can be included in consumer experience. There for the study proposesthat:H3: Distinctive personality is the reason impresses consumer.H4: Cute is the reason impresses consumer.H5: Humorous is the reason impresses consumer.H6: Consumers form positive attitude toward the spokes-characters if thespokes-characters are believable.H7: Consumers have more positive attitude toward the spokes-characters if thespokes-character are convincingH8: consumers who like the product/brand will have a more positive attitude towardthe spokes-characters2.5 Liking23

Liking is a global positive response toward object or idea that has underlyingcognitive and affective components (Walker and Dubitsky, 1994). Liking may be avalid indicator of relative sales performance and attitude toward brands. We can use“dual mediation” model to explain how liking works, it influences attitude toward thebrand, which in turn, influence brand purchase intention; and it modifies brandcognitions which also affect brand attitude, which again influence purchase intention.Several studies (Stapel, 1991; Spaeth, Hess and Tang, 1990) show that there is asignificant relationship between advertising liking and brand liking and advertisingeffectiveness. There are two hypotheses to explain how liking contribute toadvertising effectiveness. The first is if the consumers like the advertising, they aremore likely to notice and pay attention-and more likely to assimilate and respond tothe message. The other theory is “affect transfer”, that is if the consumers experiencepositive feelings toward the advertising, they will associate those feelings with theadvertised brand. since the spokes-characters are used in advertising, we can assumethat like the advertising means like the spokes-characters. Under this notion, thisstudy purpose that:H19: Consumers are more likely to pay attention to the advertising if they like thespokes-character.H10: Consumers are more likely to have positive attitude toward the product/brand if24

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