Celebrity and non-celebrity endorsement effectiveness on consumers’ attitude towards advertisement
Celebrities have been used extensively in advertisement to promote products and brands.This is especially true for shopping, specialty and luxury items of consumer products.Earlier studies has also indicated that by using celebrities, it would increase the rate of acceptance among consumers towards...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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International Academic Research Journal
2015
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/16137/1/49.pdf |
| _version_ | 1825803654177751040 |
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| author | Md Said, Nor Pujawati Wan Napi, Wan Noraini |
| author_facet | Md Said, Nor Pujawati Wan Napi, Wan Noraini |
| author_sort | Md Said, Nor Pujawati |
| collection | UUM |
| description | Celebrities have been used extensively in advertisement to promote products and brands.This is especially true for shopping, specialty and luxury items of consumer products.Earlier studies has also indicated that by using celebrities, it would increase the rate of acceptance among consumers towards a particular product or / 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. |
| first_indexed | 2024-07-04T06:00:37Z |
| format | Article |
| id | uum-16137 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:00:37Z |
| publishDate | 2015 |
| publisher | International Academic Research Journal |
| record_format | eprints |
| spelling | uum-161372016-04-14T07:14:22Z https://repo.uum.edu.my/id/eprint/16137/ Celebrity and non-celebrity endorsement effectiveness on consumers’ attitude towards advertisement Md Said, Nor Pujawati Wan Napi, Wan Noraini HD28 Management. Industrial Management Celebrities have been used extensively in advertisement to promote products and brands.This is especially true for shopping, specialty and luxury items of consumer products.Earlier studies has also indicated that by using celebrities, it would increase the rate of acceptance among consumers towards a particular product or / 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. International Academic Research Journal 2015 Article PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/16137/1/49.pdf Md Said, Nor Pujawati and Wan Napi, Wan Noraini (2015) Celebrity and non-celebrity endorsement effectiveness on consumers’ attitude towards advertisement. International Academic Research Journal of Business and Technology, 1 (2). pp. 51-57. ISSN 2289-8433 http://www.iarjournal.com/iar-journal/iar-journal-of-business-and-technology/ |
| spellingShingle | HD28 Management. Industrial Management Md Said, Nor Pujawati Wan Napi, Wan Noraini Celebrity and non-celebrity endorsement effectiveness on consumers’ attitude towards advertisement |
| title | 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_short | Celebrity and non-celebrity endorsement effectiveness on consumers’ attitude towards advertisement |
| title_sort | celebrity and non celebrity endorsement effectiveness on consumers attitude towards advertisement |
| topic | HD28 Management. Industrial Management |
| url | https://repo.uum.edu.my/id/eprint/16137/1/49.pdf |
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