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Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement

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 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

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