The Effects of Advertising Strategies on Consumer Trust: a Case of Skin Care Products in Taiwan

The main aim of this study was to develop advertising strategies in order to increase consumer trust. Four advertising elements: celebrity endorsement, branding, product attribute, and third party certification were investigated. Data were collected to answer two research questions: (1) To investigate the advertising strategies of skin care products leading to consumer trust, (2) To know the effects of advertising strategies in skin care products on consumer trust. A 5-point Likert scale survey was distributed to the female population in Taipei area. Via online and personal approaches, 266 questionnaires were returned. Targeting on 18-30 years old female skin care product users who stay in Taipei area more than six months, 240 qualified questionnaires were analyzed. The four independent variables are found having a significant relationship with trust in skin care advertising, in which branding has the greatest influence on increasing consumer trust. The control variable which is financial status is not found having statistically significant effect on consumer trust. To conclude, this study is dedicated to the communities in order to optimize their marketing strategies

ПЕТУХ НА ЧУДСКОМ ГОРОДИЩЕ

In Russian and Komi-Permyak folklore legends about the treasures, there are rare motives where the rooster appears. The article is devoted to two motives with difficult task for a person who wants to take a hoard (to harness 12 roosters; to hit the bell faster than a rooster will sing). These motives are analyzed in the context of other folk stories about treasures. It shows the functions of the rooster in this group of oral narratives: this bird is the guard of the treasure; it is mentioned in the so-called “formula of the impossible”; it is sacrificed for the sake of receiving wealth; it helps or hinders to find a treasure; it is a personification of hoard.В русских и коми-пермяцких фольклорных рассказах о кладах встречаются редкие орнитоморфные мотивы, связанные с условием получения сокровища. В статье представлены два таких мотива (запрячь 12 петухов; позвонить в колокол быстрее, чем закричит петух) и подробно описаны локальные традиции, где они были зафиксированы. Эти мотивы рассмотрены в контексте других сюжетов о кладах, где фигурирует петух. Показано, что эта птица может выступать как сторож клада, упоминаться в т. н. формуле невозможного, быть жертвой, приносимой для получения богатства, помогать или мешать найти сокровище, а также выступать персонификацией клада