Investigating the Effect of the Customer’ s First Impression from the Advertiser’ s Personality on the Effectiveness of Advertisement: The Moderating Role of the Customer’ s Self-Congruence with the Advertiser (Case Study: Management Students of Guilan University)

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AKBARI MOHSEN; EBRAHIMPOUR AZBARI MOSTAFA; Lakani Reza

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Journal: New Marketing Research Journal Year:2020 | Volume:10 | Issue:2 (37) Page(s): 129-152

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Title

Investigating the Effect of the Customer’ s First Impression from the Advertiser’ s Personality on the Effectiveness of Advertisement: The Moderating Role of the Customer’ s Self-Congruence with the Advertiser (Case Study: Management Students of Guilan University)

Author(s)

AKBARI MOHSEN | EBRAHIMPOUR AZBARI MOSTAFA | Lakani Reza | Issue Writer Certificate

Keywords

The Customer’s First Impression from the Advertiser’s PersonalityQ1

Self-CongruenceQ1

Advertising EffectivenessQ1

Abstract

In the present world, the quantity of advertisements is no longer important and advertisements are moving towards quality; in other words, the effectiveness of advertising is the first and last word. In the meantime, the two important variables of ‘ the customer’ s first impression from the advertiser’ s personality’ and ‘ customer Self-Congruence with the advertiser’ play an undeniable role in the effectiveness of advertising. So, the purpose of this study was to investigate the effect of the role of the customer’ s first impression on the effectiveness of advertising with the moderating role of selfcongruence. The statistical population of the present study included all management students of Guilan University in the first semester of the 98-99 (2019-2020) academic year and the statistical sample of the study was 93 students who were selected by the convenience sampling method. The present study was applied in terms of purpose and descriptive-correlational of experimental type in terms of nature. The composite reliability coefficients of Stein’ s First Impression Standard Questionnaire (2004), Rau et al. ’ s Advertisement Effectiveness (2014), and Dos’ Self-Congruence (2014) were 0. 864, 0. 904, and 0. 903, respectively. To evaluate the content, convergent, and divergent validities, the opinion of experts, Average Variance Extracted (AVE), and the Fornell-Larker matrix were used, respectively. All the three mentioned validities were acceptable. Data collected from the questionnaires were analyzed by the structural equation modeling method and partial least squares (PLS) approach using SPSS22 and SmartPLS2 software. The results showed that the customer’ s first impression from the advertiser’ s personality had a positive and significant effect on the effectiveness of the advertisement. Also, the moderating role of the customer’ s Self-Congruence with the advertiser was confirmed.

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APA: Copy

AKBARI, MOHSEN, EBRAHIMPOUR AZBARI, MOSTAFA, & Lakani, Reza. (2020). Investigating the Effect of the Customer’ s First Impression from the Advertiser’ s Personality on the Effectiveness of Advertisement: The Moderating Role of the Customer’ s Self-Congruence with the Advertiser (Case Study: Management Students of Guilan University). NEW MARKETING RESEARCH JOURNAL, 10(2 (37) ), 129-152. SID. https://sid.ir/paper/396550/en

Vancouver: Copy

AKBARI MOHSEN, EBRAHIMPOUR AZBARI MOSTAFA, Lakani Reza. Investigating the Effect of the Customer’ s First Impression from the Advertiser’ s Personality on the Effectiveness of Advertisement: The Moderating Role of the Customer’ s Self-Congruence with the Advertiser (Case Study: Management Students of Guilan University). NEW MARKETING RESEARCH JOURNAL[Internet]. 2020;10(2 (37) ):129-152. Available from: https://sid.ir/paper/396550/en

IEEE: Copy

MOHSEN AKBARI, MOSTAFA EBRAHIMPOUR AZBARI, and Reza Lakani, “Investigating the Effect of the Customer’ s First Impression from the Advertiser’ s Personality on the Effectiveness of Advertisement: The Moderating Role of the Customer’ s Self-Congruence with the Advertiser (Case Study: Management Students of Guilan University),” NEW MARKETING RESEARCH JOURNAL, vol. 10, no. 2 (37) , pp. 129–152, 2020, [Online]. Available: https://sid.ir/paper/396550/en

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