Published Paper Details:

Spokes character requirement has developed its growth in popularity because spoke characters are not likely to embarrass their sponsors with unacceptable off stage conduct in a manner which contrarily influencing the negative picture of the sponsor brand. Nowadays advertiser has more prominent control over the development of spokes-characters by giving them characteristics that are both powerful and harmonious and with the alluring qualities of the endorsed product. The main purpose of this research is to look at consumer view regarding spokes-characters in the area of advertisement and, how consumer views impact the use of spokes-characters to create a perception of advertisements and brands that ultimately influences their Buying intention. The meta-analysis concluded that appeal and skill of the spokes-character has substantive influence on attitude of the consumer toward the advertisements. The second finding was that the spoke-characters play a crucial role in trust-building towards the brand. Thus, both attitude toward advertisements and attitude toward brand positively influence buying intention.