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

• المؤلفون الرئيسيون: Md Said, Nor Pujawati, Wan Napi, Wan Noraini
• التنسيق: مقال
• اللغة: English
• منشور في: International Academic Research Journal 2015
• الموضوعات: HD28 Management. Industrial Management
• الوصول للمادة أونلاين: http://repo.uum.edu.my/17007/1/29.pdf; http://repo.uum.edu.my/17007/; http://www.iarjournal.com/iar-journal/iar-journal-of-business-and-technology/

Celebrities have been used extensively in advertisement to promote products Celebrity endorsement, and brands.This is especially true for shopping, specialty and luxury items non-celebrity endorsement, consumer product, of consumer products.Earlier studies has also indicated that by using consumer perception celebrities, it would increase the rate of acceptance among consumers towards a particular product or 1 and brand.This study attempts to analyse the effect of using both the celebrity and non-celebrity endorsement on consumers' attitude towards advertisement.Two set of questionnaires were prepared.The first set of questionnaires is the celebrity endorsement advertisement and the other is the non-celebrity endorsement advertisement.Both set of questionnaires were distributed in the Federal Territory of Putrajaya, Malaysia.Respondents were asked to rate their perception on the advertisement shown in the questionnaire on a seven point Likert scale. The results found that the endorser characteristics of both the celebrity and non-celebrity are positively related to consumers' attitude towards advertisement.Interestingly, celebrity endorser has higher influence on consumers' attitude towards advertisement compared to non-celebrity for consumer products.