Factors Predicting the Effectiveness of Celebrity Endorsement Advertising: HND Marketing Students Perspective
Keywords:
advertising, celebrity, effectiveness, endorsement
Abstract
Large amount of money is spent in contracting celebrity endorser to promote firms' brands. The purpose of this study was to reveal factors predicting the effectiveness of celebrity endorsement advertising from HND marketing student's perspective. The study utilized quantitative research design, Correlational and descriptive analysis via SPSS. The study collected both primary data via questionnaire and secondary data via literature review. Convenient sampling techniques were used. Questionnaire was employed by using five-point Likert scale. The study found the important role of choosing a celebrity that possesses trust, expertise, attractive and overall credibility. The study concludes that the celebrity endorsement is an effective tool for advertising. The researchers suggest providing training to celebrity endorsers by firms before using them for such purposes.
Downloads
- Article PDF
- TEI XML Kaleidoscope (download in zip)* (Beta by AI)
- Lens* NISO JATS XML (Beta by AI)
- HTML Kaleidoscope* (Beta by AI)
- DBK XML Kaleidoscope (download in zip)* (Beta by AI)
- LaTeX pdf Kaleidoscope* (Beta by AI)
- EPUB Kaleidoscope* (Beta by AI)
- MD Kaleidoscope* (Beta by AI)
- FO Kaleidoscope* (Beta by AI)
- BIB Kaleidoscope* (Beta by AI)
- LaTeX Kaleidoscope* (Beta by AI)
How to Cite
References
A Adnan, F Jan, W Alam (2017) Impacts of celebrity endorsements on consumer purchase intention. 3(2), 144-148.
E Atay (2011) Celebrity Endorsements and Advertising Effectiveness: The Importance of val -ue Congruence.
R Ahmed, S Seedani, M Ahuja, S Paryani (2015) Impact of Celebrity Endorsement on Consumer Buying Behavior. 16, 12-20.
Clinton Amos, Gary Holmes, David Strutton (2008) Exploring the relationship between celebrity endorser effects and advertising effectiveness. 27(2), 209-234.
D Anjum, S Dhanda, S Nagra (2012) Impact of Celebrity Endorsed Advertisement on Consumers. 1(2), 22-33.
Naveed Ahmed, Omer Farooq, Junaid Iqbal (2014) Credibility of Celebrity Endorsement and Buying Intentions an Evidence from Students of Islamabad, Pakistan. 20(6), 1-13.
M Azab (2011) Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers.
Y Bardia, A Abed, N Majid (2011) Investigate the impact of celebrity endorsement on brand image. 58(1), 116-132.
Nida Tariq, Ayesha Imtiaz, Qalb E Abbas (2018) Impact of Celebrity Endorsement on Brand Image and Customers' Purchase Intention A Case of Pakistani Customers. 5(10), 25-29.
Jurate Banyte, Rasa Gudonaviciene, Darius Grubys (2011) Changes in Marketing Channels Formation. 22(3).
B Byrne, M Byrne (2010) Structural equation modeling with AMOS.
Shafaq Zia, Johan Carlson, Pia Åkerfeldt, Pragya Mishra (2004) Estimating manufacturing parameters of additively manufactured 316L steel cubes using ultrasound fingerprinting. 1(1).
G Belch, M Belch (2001) Advertising and promotion -An integrated marketing communications perspective.
G Belch, M Belch (2009) Advertising and promotion: An integrated marketing communication perspective.
E Bell (2014) Need+to+Know+ news letter & utm_campaign=add 1d55ecf -magazine advertising. 32, 369-389.
G Belch, M Belch (2001) Introduction to advertising and promotion: an integrated marketing communications perspective. 189-192.
S Bhowmick (2012) The Pinocchio factor in consumer attitudes towards celebrity endorsement: Celebrity endorsement, the Reebok brand, and an examination of a recent campaign. 2(3), 97-111.
S Breen (2003) The naked truth of celebrity endorsement. 105(4-5), 288-296.
Z Carvalho (2009) Acceptance of cosmetic surgery and celebrity worship: Evidence of associations among female undergraduates. 4, 869-872.
Kara Chan, Yu Leung Ng, Edwin Luk (2013) Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. 14(2), 167-179.
Chong Choi, Ron Berger (2010) Ethics of Celebrities and Their Increasing Influence in 21st Century Society. 91(3), 313-318.
Sejung Choi, Nora Rifon (2007) Who Is the Celebrity in Advertising? Understanding Dimensions of Celebrity Images. 40(2), 304-324.
J Creswell (2003) Research Design: Qualitative, Quantitative and Mixed Methods Approaches.
Joel Cohen, Ellen Golden (1972) Informational social influence and product evaluation.. 56(1), 54-59.
S Dix, H Chowdry (2010) Traditional Celebrity versus Instafamous Endorsement: A Study of Skin Care Products on Advertising Effectiveness. 8(2), 619-626.
Elizabeth Duthie, Diogo Veríssimo, Aidan Keane, Andrew Knight (2017) The effectiveness of celebrities in conservation marketing. 12(7), e0180027.
Rennae Daneshvary, R Schwer (2000) The association endorsement and consumers' intention to purchase. 17(3), 203-213.
B Erdogan (1999) Celebrity Endorsement: A Literature Review. 15(4), 291-314.
B Erdogan, M Baker, S Tagg (2001) Selecting celebrity endorsers: The practitioner's perspective. 41(3), 39-48.
B Erdogan (2013) Celebrity Endorsement: A Literature Review. 15(4), 291-314.
D Farrell, H Jibril, R Perez-Maldonado, P Mannion (2000) A note on a comparison of the feeding value of sweet potato vines and lucerne meal for broiler chickens. 85(1-2), 145-150.
D Francis, R Yazdanifard (2013) The Impact of Celebrity Endorsement and Its Influence through Different Scopes On The Retailing Business Across United States and Asia. 1(2), 35-40.
Hershey Friedman, Linda Friedman (1979) Endorser Effectiveness by Product Type. 19(5), 63-71.
B Forouhandeh, H Nejatian, K Ramanathan (2011) The online shopping adoption: barriers and advantages in 2nd ICBER. 2149-2171.
Hamed Gheysari, Amran Rasli, Parastoo Roghanian, Nadhirah Norhalim (2012) A Review on the Market Orientation Evolution. 40(0), 542-549.
Ronald Goldsmith, Barbara Lafferty, Stephen Newell (2000) The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands. 29(3), 43-54.
Ruchi Gupta, Nawal Kishore, Dps Verma (2015) IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS' PURCHASE INTENTION: A Study of Indian Consumers. 05(03), 01-15.
T Handriana, R Wahyu (2017) Consumer Attitudes Toward Advertisement and Brand, Based on the Number of Endorsers and Product Involvement: An Experimental Study. 19(3), 289-306.
S Hassan, R Jamil (2014) Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study. 4(1), 1-23.
M Hoekman, A Bosmans (2010) Celebrity Endorsement. How Does Celebrity Endorsement Influence The Attitude towards The Brand and How Does Negative Publicity Affect This Relationship?.
M Jones (2007) The Strategic Use of Celebrity Athlete Endorsers in Sports Illustrated: An Historic Perspective. 9(2), 65.
Chris Kambitsis, Yvonne Harahousou, Nicholas Theodorakis, Giannis Chatzibeis (2002) Sports advertising in print media: the case of 2000 Olympic Games. 7(3), 155-161.
Supreet Kaur, Ankit Garg (2016) CELEBRITY ENDORSEMENT AND BUYING BEHAVIOR: A STUDY OF PANJAB UNIVERSITY STUDENTS. 4(11), 122-136.
P Khatri (2006) Celebrity endorsement: A strategic promotion perspective. 1(1).
P Kotler, K Keller, M Jha (2007) Marketing Management. A South Asian perspective. 340.
P Kotler (2008) Principles of Services Marketing, 4th ed.. 15(3), 323-324.
P Kotler, V Wong, J Saunders, G Armstrong (2005) Principles of Marketing, The European Edition, Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong Prentice Hall, ISBN 0-13-165903-0, 1996. N° 8(2), 103e-105e.
S Khan, A Rukhsar, M Shoaib (2016) Influence of Celebrity Endorsement on Consumer Purchase Intention. 18(1), 6-17.
Gi- Koo, Yong, J Brody, Ruihley, Stephen Dittmore (2012) Impact of Perceived On-Field Performance on Sport Celebrity Source Credibility. 21, 147-158.
S Koernig, T Boyd (2009) To catch a tiger or let him go: the match-up effect andathlete endorsers for sport and non-sport brands. 18(1), 25-37.
L Koekemoer (2014) Advertising and sales promotion.
L Koekemoer (2014) Marketing communication, an integrated approach.
P Kotler, K Keller (2006) Marketing management.
A Khan, S Lodhi (2016) Influence of Celebrity Endorsement on Consumer Purchase Decision: A Case of Karachi. 2454-1362.
L Koekemoer (2012) Introduction to integrated marketing communications.
A Kumar (2010) Celebrity endorsement and its.
Published
2020-02-29
Issue
Section
License
Copyright (c) 2020 Authors and Global Journals Private Limited
This work is licensed under a Creative Commons Attribution 4.0 International License.