The Effect of Advertisement Frequency on the Advertisement Attitude-The controlled Effects of Brand Image and Spokesperson's Credibility

Advertising has been playing a critical channel of communication between enterprises and consumers. To reinforce consumers’ impressions of advertising, enterprises, based on their brand image, strive for the right spokesperson for their products or service. However, in addition to brand image and spokespersons, advertising frequency that can impress general populace is also a factor to affect the consumers’ attitude to the advertisement. This paper discusses not only the effect of brand image and spokesperson's credibility but also the effect of advertising frequency on consumers’ attitude. This study was conducted by the experimental design. The study sample comprised 457 college students. Analysed by ANCOVA, the results showed that the brand image and the spokesperson's credibility both had a significantly positive influence on consumers’ attitude to advertising. Moreover, advertising frequency was significantly influential, too. Theoretical and practical implications of this study were stated for future study.