| dc.contributor.author | Augusto, Luísa | |
| dc.contributor.author | Santos, Sara | |
| dc.contributor.author | Santo, Pedro Manuel do Espírito | |
| dc.date.accessioned | 2023-04-18T14:36:10Z | |
| dc.date.available | 2023-04-18T14:36:10Z | |
| dc.date.issued | 2022 | |
| dc.date.updated | 2023-04-18T12:07:53Z | |
| dc.description.abstract | It is common for brands’ video ads to include recognisable characters from their customers. Through the notoriety of these characters’ brands stay in the minds of their customers. These characters do not always participate in the ads with the focus on monetary profit and their levels of altruism are forgotten. The impact of these characters’ altruism on the narrative transportation of marketing advertisements has been little studied. Thus, this research aimed to study the effects of endorser altruism on advertising design and narrative transportation. To this goal, it was collected data from a sample of 286 individuals through a self-administered questionnaire. Through structural equation modelling, it was demonstrated that altruism endorser has positive effects on advertising design and narrative transportation. Thus, marketing managers can obtain advantages by including characters with high altruism in their advertisements. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.doi | 10.1007/978-981-16-9272-7_59 | pt_PT |
| dc.identifier.slug | cv-prod-2633946 | |
| dc.identifier.uri | http://hdl.handle.net/10400.19/7746 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.publisher | Springer | pt_PT |
| dc.subject | Endorser altruism | pt_PT |
| dc.subject | Advertising design | pt_PT |
| dc.subject | Narrative transportation | pt_PT |
| dc.title | Endorser Altruism effects on Narrative Transportation in Video Ads | pt_PT |
| dc.type | book part | |
| dspace.entity.type | Publication | |
| oaire.citation.conferencePlace | Singapura | pt_PT |
| oaire.citation.title | Marketing and Smart Technologies | pt_PT |
| oaire.citation.volume | 2 | pt_PT |
| person.familyName | Augusto | |
| person.familyName | Santos | |
| person.givenName | Luísa | |
| person.givenName | Sara | |
| person.identifier.ciencia-id | 8115-8053-06FA | |
| person.identifier.ciencia-id | BF1C-855D-D6E7 | |
| person.identifier.orcid | 0000-0001-9117-4775 | |
| person.identifier.orcid | 0000-0002-3581-6478 | |
| rcaap.cv.cienciaid | 8115-8053-06FA | Luísa Augusto | |
| rcaap.rights | closedAccess | pt_PT |
| rcaap.type | bookPart | pt_PT |
| relation.isAuthorOfPublication | bbf46095-efc1-488f-af7d-4fc6c4c1633b | |
| relation.isAuthorOfPublication | 28135b98-2988-4645-be18-17209bd8ef98 | |
| relation.isAuthorOfPublication.latestForDiscovery | bbf46095-efc1-488f-af7d-4fc6c4c1633b |
