Study on the Influence of Celebrity Endorsers to Product Sales
A Study on the Influence of Using Celebrity Endorsements among Marketing Students of Central Philippine University
A Case Study
Presented to the Faculty of the
Advertising Department
College of Business and Accountancy
Central Philippine University
Jaro, Iloilo City
In Partial Fulfillment of the Requirements for the Subject
____ (descriptive title)
NATHALIE GICANA
September 2012
ABSTRACT
The purpose of this paper is to investigate the influence of using celebrity endorsements on consumer buying behavior and product choice, and to provide guidance for marketing and advertising students with respect to the effectiveness of celebrity-product endorsement on influencing consumers buying decision process. This study was based on empirical approach. A convenience sample of 200 Marketing students from the College of Business and Accountancy were employed. The objective of the study is (1) to study the impact of celebrity endorsement on consumer buying behavior, (2) to study the influence of consumer’s gender, age and family income on their buying behavior on celebrity endorsed advertisement, (3) to understand the effectiveness of celebrity endorsement vs. non celebrity endorsement, and (4) effects of multiple celebrity endorsements and consumer celebrity attachment on attitude and purchase intention. Exploratory and Descriptive analysis and One Sample t-Test was used to analyze the data. The result of the study is found that the respondents were influenced by celebrity product endorsement in terms of buying decision process or product choice. Differences in celebrity’s gender were found to be varied with respect to the endorsed products and the target audience characteristics. The present research urged further studies to be carried on to examine the reasons behind the inability of using celebrities to influence consumers' purchasing
A Case Study
Presented to the Faculty of the
Advertising Department
College of Business and Accountancy
Central Philippine University
Jaro, Iloilo City
In Partial Fulfillment of the Requirements for the Subject
____ (descriptive title)
NATHALIE GICANA
September 2012
ABSTRACT
The purpose of this paper is to investigate the influence of using celebrity endorsements on consumer buying behavior and product choice, and to provide guidance for marketing and advertising students with respect to the effectiveness of celebrity-product endorsement on influencing consumers buying decision process. This study was based on empirical approach. A convenience sample of 200 Marketing students from the College of Business and Accountancy were employed. The objective of the study is (1) to study the impact of celebrity endorsement on consumer buying behavior, (2) to study the influence of consumer’s gender, age and family income on their buying behavior on celebrity endorsed advertisement, (3) to understand the effectiveness of celebrity endorsement vs. non celebrity endorsement, and (4) effects of multiple celebrity endorsements and consumer celebrity attachment on attitude and purchase intention. Exploratory and Descriptive analysis and One Sample t-Test was used to analyze the data. The result of the study is found that the respondents were influenced by celebrity product endorsement in terms of buying decision process or product choice. Differences in celebrity’s gender were found to be varied with respect to the endorsed products and the target audience characteristics. The present research urged further studies to be carried on to examine the reasons behind the inability of using celebrities to influence consumers' purchasing