Framing a model of endorser preference by industry

Abstract

Marketing Research is rich with studies which try to identify impact of semiotic advertisement elements on the viewer. The construal level theory is primarily used by researchers to classify advertisements. Other research theories study emotions and attention generated by the advertisement content. An important semiotic element of the advertisement is the choice of the main character around which the commercial video or print is based. This can be a celebrity or a mascot or just a ‘no body’. While existing research tries to identify the impact of such characters, it lacks in identifying audience preference for them. This research paper tries to fill that gap by framing a model for use of a particular brand endorser which is aligned with audience preference.