Using employees as advertising spokespersons

Abstract

Tests the effectiveness of three different types of service company employees as advertising spokespersons in an experiment involving print advertisements for a bank and a hotel. Reveals that front‐office employees functioned best as print advertising spokespersons and that CEOs were adequate and back‐office employees were least effective.

Citation

Stephens, N. and Faranda, W.T. (1993), "Using employees as advertising spokespersons", Journal of Services Marketing, Vol. 7 No. 2, pp. 36-46. https://doi.org/10.1108/08876049310038391