| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 97 === This article focuses on the effect of (in)congruence between endorser’s Nationality and products of country-of-origin in advertisement. Three experiments examine the effect of (in)congruence between endorser’s Nationality and products of country-of-origin on consumer responses toward ad and product, and investigate the type of endorser between the visible product and service product. The findings of this study revealed that nationality match between endorser and product of country-of-origin yielded more positive responses attitude toward ad and product than nationality mismatch between endorser and product of country-of-origin.
However, the result find something difference for the type of endorser (celebrity/non-celebrity) and product (visible/service). For visible product, participants showed more favorable response when the non-celebrity endorser’s nationality was congruent with products of country-of-origin compared to when it was incongruent. But for celebrity endorser’s nationality was congruent with products of country-of-origin or not, the result was the same. For the service product which with high product involvement, participants showed more favorable response when the celebrity endorser’s nationality was congruent with products of country-of-origin compared to when it was incongruent. However, for the service product which with low product involvement or use non-celebrity, no matter what endorser’s nationality was congruent with products of country-of-origin, the results was the same.
Therefore, this article suggests that it should be considered the match between endorser and product of country-of-origin on types of product and endorser when you use the spokesman in advertisement.
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