• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKI, Google Scholar, Electronic Journals Library, Crossref, Ulrich's Periodicals Directory, MESLibrary, etc.
    • E-mail: joebm.editor@gmail.com
JOEBM 2019 Vol.7(4): 170-173 ISSN: 2301-3567
DOI: 10.18178/joebm.2019.7.4.601

Research on Whether or Not the Opposite-Sex Endorsement of Intimate Products Affects the Advertising Effectiveness

Yu-Chung Hsiao and Xin-Ling Li

Abstract—With the development of the times, the advertising industry has developed at a rapid speed and consumers receive thousands of advertisements every day. The term advertising endorser is gradually becoming more and more familiar to the general public. In order to make themselves stand out in the thousands of advertisements, many advertising companies began to seek new advertising methods. Hiring an opposite-sex endorser is one of them. Since Kimura Takuya endorsed a lipstick brand in 1995, there has been quite a number of cases of opposite-sex endorsement that grew at a slow and steady rate. In 2013, Wang Dongchen, a former member of the Taiwanese boy group Fahrenheit, endorsed a sanitary napkin brand, which cause such a sensation and opened a new chapter in the domestic opposite-sex endorser’s endorsement of intimate products. The results of this study showed that gender conflict between endorser and product did not affect the effectiveness of advertising, but consumers of different genders presented different attitudes towards endorsers of conflicting genders.

Index Terms—Opposite-sex endorsement, intimac, gender conflict, advertising effectiveness.

Yu-Chung Hsiao and Xin-Ling Li are with the Department of Management Engineering, Nan-Fang College of Sun Yat-Sen University, Guangzhou, China (e-mail: xiaoyz@mail.nfu.edu.cn, lxl33425@163.com).


Cite:Yu-Chung Hsiao and Xin-Ling Li, "Research on Whether or Not the Opposite-Sex Endorsement of Intimate Products Affects the Advertising Effectiveness," Journal of Economics, Business and Management vol. 7, no. 4, pp. 170-173, 2019.

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