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...

Full description

Saved in:
Bibliographic Details
Main Author: Wan Noraini, Wan Napi
Format: Thesis
Language:English
English
Published: 2015
Subjects:
Online Access:http://etd.uum.edu.my/5251/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uum.etd.5251
record_format eprints
spelling my.uum.etd.52512021-03-29T09:49:08Z http://etd.uum.edu.my/5251/ Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement Wan Noraini, Wan Napi 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 NonPeerReviewed text en /5251/1/s810993.pdf text en /5251/2/s810993_abstract.pdf Wan Noraini, Wan Napi (2015) Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement. Masters thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
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
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
publishDate 2015
url http://etd.uum.edu.my/5251/
_version_ 1696978279290896384
score 13.211869