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Beautiful is not always Better: The Role of Brand Maturity in the Impact of Model Attractiveness on Advertising Effectiveness

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dc.contributor.advisor Kanetkar, Vinay
dc.contributor.advisor Dhar, Tirtha
dc.contributor.author Umoru, Annette
dc.date.accessioned 2017-04-07T19:19:25Z
dc.date.available 2017-04-07T19:19:25Z
dc.date.copyright 2017-03
dc.date.created 2017-03-31
dc.date.issued 2017-04-07
dc.identifier.uri http://hdl.handle.net/10214/10301
dc.description.abstract The goal of this thesis was to identify conditions in which averagely attractive models can be just as effective or even more effective than highly attractive models in advertising. Specifically, this thesis investigates the potential moderating role of brand maturity on the impact of model attractiveness on advertising effectiveness, as well as its potential interaction with product category. Brand maturity was found to have an influence on the impact of model attractiveness on advertising effectiveness, although this influence was inconsistent, in that it was present for some measures of advertising effectiveness and absent for others. Overall, it was found that model attractiveness did not impact key variables such as brand liking and purchase intentions when the brand was a mature brand. This finding has implications for companies managing mature brands, because it suggests that highly attractive models do not improve advertising effectiveness for these companies relative to averagely attractive models. en_US
dc.language.iso en en_US
dc.rights Attribution-NonCommercial-NoDerivs 2.5 Canada *
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/2.5/ca/ *
dc.subject model attractiveness en_US
dc.subject advertising effectiveness en_US
dc.subject brand maturity en_US
dc.title Beautiful is not always Better: The Role of Brand Maturity in the Impact of Model Attractiveness on Advertising Effectiveness en_US
dc.type Thesis en_US
dc.degree.programme Marketing and Consumer Studies en_US
dc.degree.name Master of Science en_US
dc.degree.department Department of Marketing and Consumer Studies en_US
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Attribution-NonCommercial-NoDerivs 2.5 Canada Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 2.5 Canada