Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement
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 p...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
International Academic Research Journal
2015
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| Subjects: | |
| Online Access: | 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/ |
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| Summary: | 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. |
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