Participation of women-endorsers in advertising is key element in solving some of
the psychological problems of the advertising industry: to involve consumers into the
message of the brand, to evoke desire to possess advertised product and to form
positive attitude towards brand. Researchers claim that consumers build their attitude
towards brand messages based on their first impression. Human images are the first
sources which consumers pay attention to in advertising. Negative reaction to these
images has strong impact on consumers’ attention towards the advertising message, their
interest towards the product and brand which may lead to disregarding of advertising.
Study shows that image of endorsers may influence not only on attention or interest of
consumers to brand but also may form their attitude towards the product and intention to
purchase (Bjerke and Polegato, 2006; Chi, Yeh, Huang, 2009; Goldsmith, Laffery and
Newell, 2000; Maheswaran, Durajraj and Sternhall, 1990; Solomon and Michael, 2004).
On the other hand, for the consumers, the endorsers used in adverting are the most
powerful vehicles for the brands’ messages because they are capable of forming the opinion
of consumers through a large number of psychological effects (Bahram and Zahra, 2010;
DeBono, Kenneth, Harnish and Richard, 1988; Goldsmith, Laffery and Newell, 2000). Basic
modalities represented by endorsers, such as speech, emotional expression, behavior, etc.,
are dependent on several external and internal factors (social, cultural, political, religious,
economic, and others), and therefore, they tend to vary in space and time. This complexity
makes then elusive to scientific study.
The purpose of this study is to define how participants’ attitudes towards different
characteristics of women-endorsers influence on their assessments of brands and their
messages. How participants’ assessments of these characteristics influence on responses of
participants in the form of subjective feedback (such as attention, interest, positive attitude towards advertising message, brand and intention to purchase). This study
shows to what extent participants’ assessments of women-endorsers are subject to influence
of brand attitude in consumers and how these assessments correlate
