Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement

Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement

Celebrity is frequently used in advertisement to build awareness towards the product and brand. It is referring to the percentage of people who are familiar with a particular product or brand being advertised. Traditionally awareness is built incrementally and a lot of money and time is spent. On t...

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Main Author: Wan Noraini, Wan Napi
Format: Thesis
Language:eng
eng
Published: 2015
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/5251/1/s810993.pdf
https://etd.uum.edu.my/5251/2/s810993_abstract.pdf
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id my-uum-etd.5251
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Md Said, Nor Pujawati
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Wan Noraini, Wan Napi
Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement
description Celebrity is frequently used in advertisement to build awareness towards the product and brand. It is referring to the percentage of people who are familiar with a particular product or brand being advertised. Traditionally awareness is built incrementally and a lot of money and time is spent. On the other hand, the time taken to build awareness is shorter if a celebrity is use in the advertisement. Celebrity is also being used to position a brand in order to make the brand more believable. However this study postulates that there is no difference using celebrity and non-celebrity toward consumer’s attitude on advertisement especially for the consumer goods. Thus the objective of this study is to investigate: (i) whether celebrity and non-celebrity have similar endorser impact on consumers’ attitude on advertisement and (ii) the effect of celebrity and non-celebrity endorser characteristics (attractiveness, trustworthiness, expertise and product - brand congruency) on consumers’ attitude on advertisement. The development of the questionnaire is based on the literature review. Using similar questionnaire but two different advertisement, celebrity and non-celebrity as the model, were distributed. Out of 400 questionnaires, 333 questionnaires were returned but only 325 questionnaires were usable. The descriptive, correlation and regression analysis were conducted. The results show that the relationship between the independent and dependent variables is positive. However the score for the advertisement using the celebrity as the model have a higher score compared to non-celebrity. Thus this study could be concluded that there is a difference in using celebrity toward consumers’ attitude on advertisement for consumer goods
format Thesis
qualification_name masters
qualification_level Master's degree
author Wan Noraini, Wan Napi
author_facet Wan Noraini, Wan Napi
author_sort Wan Noraini, Wan Napi
title Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement
title_short Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement
title_full Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement
title_fullStr Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement
title_full_unstemmed Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement
title_sort celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2015
url https://etd.uum.edu.my/5251/1/s810993.pdf
https://etd.uum.edu.my/5251/2/s810993_abstract.pdf
_version_ 1747827892969013248
spelling my-uum-etd.52512021-03-29T09:49:08Z Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement 2015 Wan Noraini, Wan Napi Md Said, Nor Pujawati Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. Celebrity is frequently used in advertisement to build awareness towards the product and brand. It is referring to the percentage of people who are familiar with a particular product or brand being advertised. Traditionally awareness is built incrementally and a lot of money and time is spent. On the other hand, the time taken to build awareness is shorter if a celebrity is use in the advertisement. Celebrity is also being used to position a brand in order to make the brand more believable. However this study postulates that there is no difference using celebrity and non-celebrity toward consumer’s attitude on advertisement especially for the consumer goods. Thus the objective of this study is to investigate: (i) whether celebrity and non-celebrity have similar endorser impact on consumers’ attitude on advertisement and (ii) the effect of celebrity and non-celebrity endorser characteristics (attractiveness, trustworthiness, expertise and product - brand congruency) on consumers’ attitude on advertisement. The development of the questionnaire is based on the literature review. Using similar questionnaire but two different advertisement, celebrity and non-celebrity as the model, were distributed. Out of 400 questionnaires, 333 questionnaires were returned but only 325 questionnaires were usable. The descriptive, correlation and regression analysis were conducted. The results show that the relationship between the independent and dependent variables is positive. However the score for the advertisement using the celebrity as the model have a higher score compared to non-celebrity. Thus this study could be concluded that there is a difference in using celebrity toward consumers’ attitude on advertisement for consumer goods 2015 Thesis https://etd.uum.edu.my/5251/ https://etd.uum.edu.my/5251/1/s810993.pdf text eng public https://etd.uum.edu.my/5251/2/s810993_abstract.pdf text eng public masters masters Universiti Utara Malaysia Bardia, Y.H., Abed, A. and Majid, N.Z. (2011). Investigate the impact of celebrity endorsement on brand image. European Journal of Scientific Research, 58(1), 116-132 Chaiken, S. (1979). Communicator physical attractiveness and persuasion, Journal of personality and Social Psychology, 37, 1387-1397. Chan, K., Ng, Y.L. and Luk, E.K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents, Young Consumers, 14(2), 167-179. Coakes, S. J. (2013). Analysis without anguish with SPSS V20. John Wiley & Sons Inc Eisend, M. and Langner, T. (2010). 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