Romanian Consumer Preferences for Celebrity Endorsement TV Ads for Romanian and Global Apparel Brands

• Autorzy: Gabor Manuela Rozalia , Cristache Nicoleta , Oltean Flavia Dana

Identyfikatory

DOI

10.5604/01.3001.0014.3792

Warianty tytułu

PL

Preferencje konsumentów rumuńskich dotyczące reklam telewizyjnych promujących gwiazdy dla rumuńskich i światowych marek odzieżowych

• Języki publikacji: EN

Abstrakty

EN

In the context of contemporary society, the behaviour of the consumer is influenced to a great extent by models that appear in advertisements. Romanian clothing companies should take into account that globally they are competing against top brand companies with proven marketing strategies and which make use of celebrity endorsements in order to increase the value of their brands and to strengthen their image. The research purposes are as follows: (1) to empirically test – by using non-parametric statistics and through a convenience sampling and self-administrative questionnaire – Romanian consumers’ preferences for using celebrity endorsements in fashion clothing TV advertisements both for Romanian and global brands, (2) to measure customers’ brand loyalty, (3) customers’ awareness, and (4) consumers’ purchase intentions towards brands. A set of five research hypotheses was tested. Our results validate the international ones. These results fill a gap in the little empirical knowledge available on celebrity endorsements in Romania.

PL

W kontekście współczesnego społeczeństwa na zachowania konsumenta duży wpływ mają wzorce pojawiające się w reklamach. Rumuńskie firmy odzieżowe powinny liczyć się z tym, że na całym świecie konkurują z najlepszymi markami, które mają sprawdzone strategie marketingowe i korzystają z rekomendacji celebrytów, aby zwiększyć wartość swoich marek i wzmocnić swój wizerunek. Cele badawcze pracy były następujące: (1) empiryczne przetestowanie – za pomocą nieparametrycznych statystyk oraz za pomocą wygodnego pobierania próbek i kwestionariusza samo-administracyjnego – preferencji rumuńskich konsumentów w zakresie stosowania rekomendacji celebrytów w reklamach telewizyjnych odzieży modowej zarówno dla rumuńskich, jak i światowych marek , (2) pomiar lojalności klientów wobec marki, (3) świadomość klientów i (4) zamiary zakupowe konsumentów względem marek. Przetestowano zestaw pięciu hipotez badawczych. Przedstawione wyniki wypełniają lukę w niewielkiej wiedzy empirycznej dostępnej na temat rekomendacji celebrytów w Rumunii.

Słowa kluczowe

EN

TV advertising; celebrity endorsement; global apparel brand; non-parametric statistics; Romanian clothing brand

PL

reklama telewizyjna; rekomendacja; światowa marka odzieżowa; statystyka nieparametryczna; rumuńska marka odzieżowa

• Wydawca: Sieć Badawcza Łukasiewicz - Łódzki Instytut Technologiczny
• Czasopismo: Fibres & Textiles in Eastern Europe
• Rocznik: 2020
• Tom: Vol. 28, no. 6 (144)
• Strony: 8--14
• Opis fizyczny: Bibliogr. 45 poz., tab.

Twórcy

autor

Gabor Manuela Rozalia

• "George Emil Palade" University of Medicine, Pharmacy, Sciences and Technology of Tîrgu Mureș, Faculty of Economic and Law, Economic Sciences Department, 38 Gh. Marinescu, Tîrgu Mureş, 5400139, Mures county, Romania

autor

Cristache Nicoleta

• "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, Galati, Romania

autor

Oltean Flavia Dana

• "George Emil Palade" University of Medicine, Pharmacy, Sciences and Technology of Tîrgu Mureș, Faculty of Economic and Law, Economic Sciences Department, 38 Gh. Marinescu, Tîrgu Mureş, 5400139, Mures county, Romania

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