Abstract

Many studies have discussed the advertisement effectiveness of endorsements by spokespersons such as celebrities, experts, executives, and typical consumers. However, few studies have investigated the advertisement effectiveness of endorsements from animated spokes-characters. This study focuses on animated spokes-characters and the involvement concept to examine the correlations between animated spokes-characters, advertisement communication effects, and purchase intentions. According to the empirical results, advertisements endorsed by animated spokes-characters enhance brand impression, improving advertisement communication effects; however purchase intention is not guaranteed. The results of this paper highlight that manufacturers can employ animated characters to attract attention, but product and brand appeals must also be involved to enhance consumers’ product, brand attitudes and purchase intentions.

Key words: Animated spokes-characters, advertisement communication effects, source credibility.