PurposeThis paper aims to explore the effectiveness of children as advertisement endorsers in the airline context, including images of safety and reliability.Design/methodology/approachThis paper is intended to examine the advertising effect of endorsers (celebrities, CEOs, experts, consumers and children) in the context of the airline industry. A factorial experiment was conducted to test the communication effect (CE) of ten groups of advertisement combinations (five endorser types – with/without safety attribute).FindingsThe results indicate that a child endorser yielded a better CE than celebrity, CEO or typical consumer endorsers. Second, advertisements that emphasized safety had better CE than those without this emphasis. The group combining children and safety generated a better CE than most of the other groups comprising different combinations.Practical implicationsA child endorser and a safety message are recommended to be used in advertisements for airlines because flight passengers place importance on safety. Fragile image of child reinforces safety of an airline.Originality/valueThe integration of advertising endorsement and message into a conceptual model allows the current results to provide meaningful theoretical and practical implications.
International Journal of Contemporary Hospitality Management – Emerald Publishing
Published: Nov 14, 2016
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