Doing the Right Things and Doing the Things Right - Endorsers in Retail Store Flyer Advertising

Bernhard Swoboda, University of Trier, Germany
Stefan Elsner, University of Trier, Germany
Thomas Foscht, University of Graz, Austria
Hanna Schramm-Klein, University of Siegen, Germany
Store flyers are an important but rarely investigated medium in influencing store image percep-tions and store sales. This paper investigates whether depicting of entrepreneurs with their asso-ciates, or showing physically attractive models, or no endorsers at all can make a contribution to such influence. We examined the impact of endorsers’ effectiveness and efficiency on consumer perceptions by interviewing 300 respondents, as well as their effect on purchasing behavior by disseminating 90,000 store flyers. The findings demonstrate new insights on the impact of en-dorsers on consumer perceptions, however, the results do not support the same influence on pur-chasing behavior.
[ to cite ]:
Bernhard Swoboda, Stefan Elsner, Thomas Foscht, and Hanna Schramm-Klein (2010) ,"Doing the Right Things and Doing the Things Right - Endorsers in Retail Store Flyer Advertising", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 594-595 .