2016 Fiscal Year Final Research Report
Celebrity Endorsers in OTC Drug Advertising in Japan: From the Source Credibility Perspective
| Project/Area Number |
26380571
|
|---|
| Research Category |
Grant-in-Aid for Scientific Research (C)
|
| Allocation Type | Multi-year Fund |
|---|
| Section | 一般 |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | Sophia University |
|---|
Principal Investigator |
|
|---|
| Project Period (FY) |
2014-04-01 – 2017-03-31
|
| Keywords | マーケティング / OTC医薬品 / 広告 / 内容分析 |
|---|
| Outline of Final Research Achievements |
In this study, the effect of celebrity endorsement on perceived source credibility and brand evaluations in OTC drug advertising in Japan, as well as the current state of celebrity use, has been closely examined.
The results indicated that OTC drug ads tended to feature more actors/actresses than athletes and“talents.” Also, among the three sub-components of perceived source credibility, attractiveness and trustworthiness were the significant influential factors on advertising and brand evaluations. While actors/actresses were regarded as relatively dissimilar, they were also considered the most identifiable category of celebrities by participants in the study.
|
| Free Research Field |
商学
|
