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
PDF
Restricted to Registered users only Download (800kB) | Request a copy |
Abstract
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.
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: | 27 Jan 2016 09:08 |
Last Modified: | 14 Apr 2016 07:07 |
URI: | https://repo.uum.edu.my/id/eprint/17007 |
Actions (login required)
View Item |