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"Lookalike" products, including counterfeits and copycats, are increasingly common in today's global marketplace. Four lab experiments were conducted involving 653 participants, and data were analyzed through SPSS 26. Based on social representation (SR) theory and self‐construal theory, this research examines how advertising for original brands impacts purchase intent for counterfeits and copycats differently. The results suggest that ads for the original product using value‐expressive (vs. utilitarian) appeals result in lower intent to purchase copycat versions. However, ads for the original product using utilitarian (vs. value‐expressive) appeals lead to lower purchase intent for counterfeit versions. The results also show that consumer need fulfillment mediates the interactive effect between ad appeal type and product type. The current research provides useful insights for marketers or retailers grappling with ongoing competitive threats posed by lookalike products and underscores the strategic utilization of various advertising tactics to reduce the demand for copycats and counterfeits. [ABSTRACT FROM AUTHOR]

Advertising has become the most efficient way for companies to transmit product information to consumers. Words and images are often used to display the product and thus attract the attention of consumers. Of all types of endorsement, celebrity endorsement is the marketing method most frequently used by entrepreneurs. Entrepreneurs use celebrity endorsement to increase consumer purchasing motivation. Not only can celebrity endorsements attract consumers to purchase products, but the appeal of statements by celebrities can also affect consumer product image. Different appeal methods result in different advertising effects. This study used the case of advertising spokespersons for cell phones with general consumers as subjects. A total of 202 valid samples obtained through the questionnaire survey and used partial least squares regression analysis. The results showed that celebrity endorsements, advertising appeal, and advertising effect significantly and positively affect consumer purchase intentions. Moreover, advertising appeal and advertising effect exert a partial mediating effect on the relationship between celebrity endorsement and purchase intention. © 2012 Wiley Periodicals, Inc. [ABSTRACT FROM AUTHOR]

The article reports the results of an investigation of endorsement advertising at a real aboriginal culture village in Taiwan. Findings of the study include the achievement of a better response with response to the advertising effectiveness by using a dancer as an endorser compared with other types of endorsers. Another finding is that emotional advertising appeals were confirmed as being the appropriate type of appeal for a tourism product with a strong experiential content such as tourists experience aboriginal folk dancing in an aboriginal cultural village.