Detail The effect of hero archetype in advertising on perceived product efficacy (article of Indian Journal of Marketing vol.47 no.5 2017) Bibliografi Author: Dwinita, Laksmidewi ; Harry, Susianto ; Adi, Zakaria Afiff Topik: Hero archetype; Anthropomorphism; Perceived product efficacy; Advertising; JABFUNG-FEB-TDL-2022-05 Bahasa: (EN )     Penerbit: Associated Management Consultants Private Limited     Tempat Terbit: New Delhi    Tahun Terbit: 2017     Jenis: Article - diterbitkan di jurnal ilmiah internasional Fulltext: The Effect of Hero Archetype.pdf (6.46MB; 2 download) 5 The Effect of Hero Archetype in Advertising on Perceived Product Efficacy.pdf (7.09MB; 1 download) Abstract This study aimed to examine the effect of the hero archetype in advertising on perceived product efficacy and purchase intention. The hero character was tough and brave to overcome a great trial; he was fighting to achieve a noble goal, and successfully demonstrated the pride's superiority. The use of archetype in advertising attempts to convey meaning to products ; the universal archetype characters can help tell the story of a brand in an easier way. The results of this study suggested that the use of hero archetype in an ad can trigger anthropomorphism, and had a positive effect on perceived product efficacy and purchase intention. Further, the results indicated that the warrior character in a hero had positive effects on perceived product efficacy for male consumers and for consumers with less power. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

Copyright © 2006, 2007 Unika Atma Jaya, all rights reserved