THE IMPACT OF ENDORSERS’ CHARACTERISTICS ON CONSUMERS’ REACTION TO THE ADS

Everyday, consumers are bombarded by messages inducing them to change their attitudes. These persuasion attempts can range from logical arguments to expressive images, from regular consumers’ advice to celebrities’ recommendation. The literature and the research on advertising indicates the benefits of using the right type of endorser as consumers respond in a different manner to the same advertisement conveyed by various endorsers. Thus the objective of this empirical research paper regards the evaluation of the impact of endorsers’ characteristics (credibility, attractiveness) on consumers’ reaction toward advertisements. Furthermore we examine the consumer’s perception of the credibility and expertise of, the resemblance to, admiration for, and attractiveness of the source used in advertisements. Our research shows that there are no universal recipes in the selection of the endorser of the advertisement. Rather, each endorser may become the optimal solution depending on the circumstances under wich it will be used.advertising, endorser, consumers’ attitude, endorser’ credibility, endorsers’ attractiveness

ROMANIAN CONSUMERS’ ATTITUDE TOWARDS TV COMMERCIALS

As advertisements are broadcast on a daily basis, Romanian consumers are subject to an intensive media bombardment designed to influence them, trigger certain emotions, and make them develop an attitude to a particular brand or product. When designing the advertisement, great care must be taken so that it conveys positive feelings and emotions and fosters favourable attitudes to a brand. The object of the current research is to determine how consumers are able to assess the advertisement phenomenon in general and the TV commercials in particular. Based on a representative sample of 550 Romanian consumers from the urban population, the study highlights the Romanian consumers’ attitude to various types of advertisements, endorsers and creative strategies used to design and execute the advertisements. The managerial as well as the scientific implications are considered by means of the correlations made according to the respondents’ social and demographic characteristics

THE ROLE OF THE AESTHETICS IN THE MAKING OF A BRAND

The aim of this paper is to distinguish the role of the aesthetics in the creation of a brand. Aesthetics is a new model of marketing and it guarantees to the firms the possibility to address to the consumers through a variety of sensory experiences and, as a consequence, it brings benefits both to the consumers and to the firms by promoting customer’s satisfaction and loyalty. Those companies which are aware of the importance of creating a brand identity may get on the market a preference among consumers, its can add value to products and can impose higher prices. ZARA Company is a successful model succeeding from the beginning to use the aesthetics’ advantages to create its own identity. ZARA, the main store of the INDITEX Group (Industria del Diseño Textil SA) is an already well known international brand, its most important feature being the transfer for the retail sector together with the imagine that reflects in the territory of several coutries. Therefore, through company’s name, logo, website, own style, corporate and brand expressions, we will try to illustrate how this company managed to create a positive image among customers using aesthetics.the aesthetics in marketing, ZARA’s identity, themes, products, presentations, publications

THE IMPACT OF ENDORSERS’ CHARACTERISTICS ON CONSUMERS’ REACTION TO THE ADS

Everyday, consumers are bombarded by messages inducing them to change their attitudes. These persuasion attempts can range from logical arguments to expressive images, from regular consumers’ advice to celebrities’ recommendation. The literature and the research on advertising indicates the benefits of using the right type of endorser as consumers respond in a different manner to the same advertisement conveyed by various endorsers. Thus the objective of this empirical research paper regards the evaluation of the impact of endorsers’ characteristics (credibility, attractiveness) on consumers’ reaction toward advertisements. Furthermore we examine the consumer’s perception of the credibility and expertise of, the resemblance to, admiration for, and attractiveness of the source used in advertisements. Our research shows that there are no universal recipes in the selection of the endorser of the advertisement. Rather, each endorser may become the optimal solution depending on the circumstances under which it will be used

THE ROLE OF THE AESTHETICS IN THE MAKING OF A BRAND

The aim of this paper is to distinguish the role of the aesthetics in the creation of a brand. Aesthetics is a new model of marketing and it guarantees to the firms the possibility to address to the consumers through a variety of sensory experiences and, as a consequence, it brings benefits both to the consumers and to the firms by promoting customer’s satisfaction and loyalty. Those companies which are aware of the importance of creating a brand identity may get on the market a preference among consumers, its can add value to products and can impose higher prices. ZARA Company is a successful model succeeding from the beginning to use the aesthetics’ advantages to create its own identity. ZARA, the main store of the INDITEX Group (Industria del Diseño Textil SA) is an already well known international brand, its most important feature being the transfer for the retail sector together with the imagine that reflects in the territory of several coutries. Therefore, through company’s name, logo, website, own style, corporate and brand expressions, we will try to illustrate how this company managed to create a positive image among customers using aesthetics

A Customer-Oriented Approach to Satisfaction with Public Service Providers. Empirical Findings from a Market Undergoing Liberalization

<p>Unlike the open competition economic sectors where tens, hundreds or even thousands of companies ‘struggle’ to provide consumers not only with services but also with special utility, the regulated markets (power supply, public transportation, public safety etc.) are dominated by a limited number of service providers. Sometimes the situation is pushed to the point where a few companies ‘control’ the market and set the prices. Although the power and gas supply is still ‘dictated’ by the Romanian authorities, the directives of the European Union coerce the government to deregulate the utility sector and liberalize prices. For the companies concerned, this entails a better customer orientation and an adaptation of their services to the customers’ expectations and preferences. From this point forward, the utility suppliers will have to better cope with the public’s various forms of dissatisfaction with prices, performance or communication etc. The authors of the current paper attempt to analyze how some characteristics of the marketing mix of utility providers may contribute to a proper understanding and building satisfaction with two surveyed regional providers. The findings reveal significant management implications which help utility providers better channel their efforts into the proper knowledge of markets and particularly the target segments that they approach.</p