African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4193

Full Length Research Paper

The advertisement effectiveness of animated spokes-characters

Wen-Shin Huang1, Tsuifang Hsieh2,3 and Han-Shen Chen4,5*
  1Department of Business Administration, Chaoyang University of Technology, Taichung, Taiwan. 2Department of Business Administration, National Dong Hwa University, Hualien, Taiwan. 3Department of Hospitality Management, Taiwan Hospitality & Tourism College, Hualien, Taiwan. 4School of Diet and Restaurant Management, Chung Shan Medical University, Taichung, Taiwan. 5Department of Medical Management, Chung Shan Medical University Hospital, Taichung, Taiwan.
Email: [email protected], [email protected]

  •  Accepted: 03 August 2011
  •  Published: 07 October 2011



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.