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

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Abstract

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.

Item Type:	Article
Uncontrolled Keywords:	Celebrity endorsement, non-celebrity endorsement, consumer product, consumer perception
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Othman Yeop Abdullah Graduate School of Business
Depositing User:	Dr. Nor Pujawati Md Said
Date Deposited:	15 Nov 2015 03:51
Last Modified:	14 Apr 2016 07:14
URI:	https://repo.uum.edu.my/id/eprint/16137

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