celebrity endorsement advanced word report

Introduction

Our team had conducted a number of tasks including:

1. Gathering secondary data

2. Identifying the research problem to measure the effect of using celebrities in ads on

consumer attitudes towards advertisements and towards advertised brands

3. Identifying the research objective which is measuring the factors that makes using

celebreties in ads have a positive or a negative impact on consumer attitudes towards the

advertisements and brand

4. Carrying our a literature review report that includes an abstract to the chosen secondary data

articles about the research problem and the variables positively or negatively affecting such

problem

5. Our research design is made up of a basic research ,Descriptive study and cross sectional

research that ended up with determining the following variables to subject to our hypothesis

testing :The Dependent Variables are

Customer attitudes towards the advertisements

Customer attitudes towards the advertised brand

• The independent Variables are :

Celebrities’ Attractiveness

Celebrities’ Credibility

Celebrities’ Activity

6. Six Hypotheses had been formulated ,100 questionnaires hade been distributed among

AAST students and sporting club

[1]

7. We subjected the responses to the following analysis after which we conducted our

conclusion ,discussion and recommendations :

1. Reliability Analysis

2. Sample Structure Analysis

3. Descriptive Analysis

4. Correlation Analysis

5. Regression analysis

1.1-Literature Review

Advertising with celebrity endorsements

The celebrity endorser can be seen as a feature of modern marketing today; he/she is an

individual who enjoys recognition from the public, and who uses this public recognition on

behalf of a consumer good, by making an appearance with the specific product in an

advertisement (McCracken, 1989:310). Celebrities can include well-known individuals who

can directly be associated with the specific product category being advertised, and they can

be famous persons who are publicly recognised for their achievements in areas unrelated to

the product class being advertised (Freiden, 1984:33).

Celebrities are seen to have high profiles, and for this reason they may assist advertisements

to“stand out” from the clutter, thus improving the advertisements’ communicative ability

(Erdogan, Baker & Tagg, and 2001:39). Celebrity endorsers can also be used to promote

established brand images, as well as to promulgate new brand images, reposition brands, or

introduce new ones (Friedman & Friedman, 1979:63). Marketers hope that when using a

celebrity endorser in their advertisements, their target audience’s positive feelings towards a

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chosen celebrity will transfer to the endorsed brand or will otherwise enhance the brand’s

standing (Till & Shimp, 1998:67).

Celebrities have become famous for more than being in the movies or on a Television show;

they appear on the covers of magazines, they endorse products they may or may not use, and

they have started to design their own lines of clothing, perfume and accessories. A celebrity

is someone who is well known and popular, whereas a celebrity endorser is someone who

enjoys public recognition and who uses that recognition on behalf of a consumer good by

appearing with it in an advertisement (McCracken, 1989).

Around 20% of all commercials use some sort of celebrity endorsement and 10%of all

advertising dollars goes to celebrity endorsements (Bradley, 1996). The three variables that

have been identified in celebrity endorsements are 1) physical Attractiveness, 2) source

credibility (trustworthiness and expertise),3) Celebrity activity No studies have been done

using all 3 mentioned variables in relation to celebrities endorsing brand name apparel. The

goal of this study is to examine the wide use of celebrity endorsements in fashion clothing

advertisements; to find out how people view these ads by measuring their attitudes toward the

ad and the celebrity and their purchase intentions toward the endorsed products using the

above three variables.

These variables make the advertisement believable, leading the consumer to form an

associative link (pre-existing associations or groups of concepts that are related meaningfully

to an object) (Till, 1998), and purchase the product, or turn to its competitor. With the market

being so cluttered, consumers often will make purchase decisions relying more on the

advertised image of the brand, than the physical aspect of2the brand (Graeff, 1996).

[3]

Marketers want to generate interest and differentiate their brand from others, and one way to

do that is to tie the brand’s image to a celebrity (Buck, 1993).

The majority of celebrity endorsement research focused on the effectiveness of the celebrity

endorsers, but provides little direction in regard to the equity which the celebrity can bring to

the endorsed brand (Walker et al., 1992). Many of the celebrity endorser studies consider

what effects a celebrity can have on consumers. Attitudes toward the brand and/or the ad

(Atkin & Block, 1983; Frieden, 1984; Kamins, Brand, Hoeke & Moe, 1989), and/or their

intent to purchase the product (Ohanian, 1991; Walker, Langmeyer & Langmeyer, 1992).

Potential advantages of utilizing celebrity endorsers are that it can increase attention, polish

the image of the brand, especially when a brand will be introduced in the market or are

positioning of a brand will take place. However, pre-testing and careful planning is very

important and the life-cycle stage of the celebrity has also been taken into account

(DePelsmacker, 2004).Celebrities can make people take notice of what they are endorsing

and create an immediate identity or persona for a product (Cooper, 1984). According to

Spielman (1981), celebrities increase your odds of getting attention, make the copy more

memorable, humanize the company, add glamour to the product, and make it more desirable,

credible and trusted. For these reasons advertisers seek out celebrities to promote their

products.

Lafferty and Goldsmith (in Lafferty et al., 2000:45) showed that an attitude towards the

advertisement is actually favourably related to the credibility of the endorser. They also

indicated that the attitudes towards the advertisement mediate the relationship of the

endorser’s credibility relative to the attitude towards the product. Lafferty et al. (2000:47)

expected to find that if attitude toward the advertisement were associated with the attitude

towards the product, then this would be linked to purchase intent. Although product attitudes

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and purchase intent are indirectly influenced by endorser credibility, advertising attitudes are

directly and positively influenced by the credibility of the endorser.

Attractiveness of celebrities

A definition of attractiveness as a variable is difficult to define in that the assumption is

made that beauty is in the eye of the beholder. It therefore follows that few can agree on

what is beautiful (Joseph, 1982:16). Many marketers use the assumption that “what is

beautiful is good”, and they often base their choice of celebrity on attractiveness, with the

aim of gaining from the dual effects of celebrity status and physical appeal (Kamins,

1990:4). Endorsers are more effective when a “match” between the endorser and the

endorsed product exists, and this can be referred to as a match-up hypothesis (Till &

Busler, 1998:576). The main focus of the match-up hypothesis is on the attractiveness of

the endorser, and the argument states that when celebrities are attractive, they are more

effective endorsers of a product (Till & Busler, 1998:576). Empirical research has also

found that, in respect of an attractiveness-related product, it was observed that the use of

an attractive celebrity significantly enhanced measures of spokesperson credibility and

attitude towards an advertisement, relative to the use of an unattractive celebrity (Kamins,

1990:4). Kahle and Homer (1985:955) moreover made the assumption that celebrities’

attractiveness gain them impact, and that their likeability is not relevant.

Physical attractiveness has been an important topic of research in social science (Bersheid

and Walster, 1974) and attitude change research. It has been measured in terms of

attractive, classy, handsome/beautiful, elegant, and sexy in previous literature (Ohanian,

1990). The elements of highly attractive models (HAMs) beauty include a beautiful facial

appearance (Richins, 1991) as well as thinness (Mishkind, Striegel Moore, Silberstein and

Rodin, 1986). Contrary to these icons of flawlessness, “normal” attractiveness is defined

[5]

by Bower and Landreth (2002) in their study as a more average or moderate weight,

height, and facial beauty, that is, more representative of a “real” woman. HAMs tend to

be associated with the “what is beautiful is good” stereotype, in that beautiful people are

believed to have more positive life outcomes, whereas HAMs are considered to be

somewhat attractive, and are perceived to be normal people to whom more positive life

outcomes are not attributed (Bower and Landreth, 2001).

Celebrity Activity

Celebrity endorsement based on activity is very common among everyday consumers which,

most of the time affect consumers positively, active celebrities can be successful promoters

(Till and Busler, 1998)

The term describes the management practice of singling out celebrity activities and

achievements when a brand becomes associated with a celebrity via the endorsement process,

information regarding that celebrity’s activities and achievements can transfer to the brand

and have an effect on its image (Till and Shimp, 1998).

Celebrity Credibility

How much the consumers trust the celebrity to be credible is something essential for

advertising ,when a celebrity endorses one or two product ,it’s much credible and trustworthy

than endorsing too many products(Tripp et al.,1994)Number of investigations has examined

the effectiveness of using credible spokespersons to enhance the persuasiveness of messages

(Applbaum and Anatol, 1972; Ohanian, 1990). Several researchers in the field of speech

communication have uncovered the perceptual structure of source credibility (Applbaum and

Anatol, 1972). This study is going to measure the credibility of the celebrity endorser from

the viewers’ perspective.

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The source-credibility model proposed by Hovland and his associates in 1953 concluded that

two factors – expertise and trustworthiness – underscore the concept of source credibility.

Hovland, Janis, and Kelley (1953) defined expertise as “the extent to which a communicator

is perceived to be a source of valid assertions,” and trustworthiness as “the degree of

confidence in the communicator’s intent to communicate the assertions he considers most

valid.”

Credibility can be described as the extent to which a source is perceived as an individual that

possesses expertise relevant to the communication topic and who can be trusted to give an

objective opinion of the subject (Lafferty, Goldsmith & Newell, and 2000:43). Source

credibility has been found to be an important antecedent to a consumer’s attitude towards an

advertisement and towards the endorsed product (Lafferty et al., 2002:2). Endorser credibility

is one of the most frequently employed methods in advertising as a tool to influence the

attitudes and purchase intentions of consumers (Lafferty & Goldsmith, 1999:109).

Credibility can be described as the extent to which a source is perceived as an individual that

possesses expertise relevant to the communication topic and who can be trusted to give an

objective opinion of the subject (Lafferty, Goldsmith & Newell, and 2000:43). Source

credibility has been found to be an important antecedent to a consumer’s attitude towards an

advertisement and towards the endorsed product (Lafferty et al., 2002:2). Endorser credibility

is one of the most frequently employed methods in advertising as a tool to influence the

attitudes and purchase intentions of consumers (Lafferty & Goldsmith, 1999:109).

Research indicates that in many situations, in an attempt to gain attention and recall, a highly

credible source is more effective than a less credible source. It has also been found that

[7]

highly credible endorsers produce a more positive attitude change towards the position

advocated, and that they induce more behavioural changes than the less credible source

(Lafferty & Goldsmith, 1999:109).

Belch and Belch (in Lafferty & Goldsmith, 1999:110) argue that information gained from a

credible source can, through the process of internalisation, influence the behaviour, opinions

and attitudes of consumers. This process of internalisation occurs when the receiver of the

message is motivated to assume an objectively correct position on an issue, because he/she

learns and adopts the opinion of the credible spokesperson because he/she believes that this

person represents an accurate position on the issue (Lafferty & Goldsmith, 1999:110). Thus,

if a celebrity endorser is perceived to be an expert on a product that he/she advertises, then

the likelihood exists that consumers will have a more favourable attitude towards both the

advertisement and the brand being advertised, and that they will include it in their set of

consideration the next time they purchase the same product (Lafferty & Goldsmith,

1999:110)

1.2-Research Graphical Model

Independent Variables Dependent Variables

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Celebrities’ Attractiveness

Celebrities’ Credibility

Customer attitudes towards the

Advertisement

Customer attitudes towards the advertised

brand

1.3-Theoretical Framework

The Dependent Variables are customers' atitudes towards advertisements and customer

attitudes towards the advertised brand

The independent Variables are :

1. Celebrities’ Attractiveness

2. Celebrities’ Credibility

3. Celebrities’ Activation

2-Research Design:

Basic research as the major objective is to increase our understanding and knowledge about a

certain phenomenon which the advertising using celebrity endorsements

Descriptive study to identify variables is a scientific method which involves observing and

describing the behaviour of a subject without influencing it in any way.

Cross sectional as information is gathered only once for the sake of such research

Done with minimum researcher’s interference

Type of investigation is hypothesis testing using Pearson correlation and Anova t-test

Type of information sought is quantitative research

2.1-Research Problem:

‘‘To measure the effect of using celebrity's endorsements in advertisements on consumer attitudes

towards the advertisements and the advertised brand

[9]

Celebrities’ Activation

2.2Research Problem Importance:

‘‘Importance of our research will help companies to identify the best and suitable celebrity

for the company and the right criteria of celebrities used in their ads in order to make an

efficient advertisement.”

2.3-Research objectives:

Research conducted on advertisements using celebrity endorsements focused mainly on

determining the success of such advertising. It is increasingly evident that the attractiveness

and credibility of the celebrity endorser needs renewed attention, as these variables may also

influence consumers’ purchase intentions. There is relatively little evidence of research

findings on the attractiveness, activation and credibility of celebrities in Egypt. A gap exists

in the existing literature on the use of attractive and credible celebrities in advertisements

.The primary objective of this research is to investigate the attitudes of respondents towards

an attractive ,active and credible celebrity in advertisement

2.4-Research Questions

Does celebrity attractiveness have an impact on customer attitudes towards the

advertisements?

Does celebrity attractiveness have an impact on customer attitudes towards the advertised

brand?

Does celebrity credibility have an impact on customer attitudes towards the advertisements?

Does celebrity credibility have an impact on customer attitudes towards the advertised brand

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Does celebrity activation have an impact on customer attitudes towards the advertisements?

Does celebrity activation have an impact on customer attitudes towards the advertised brand?

2.5-Hypothesis:

Hypothesis One: The more attractive celebrities used are, the more favourable attitude

customers have towards the advertisements

Hypothesis Two: The more attractive celebrities used are, the more favourable attitude

customers have towards the advertised brand

Hypothesis Three: The more active celebrities used are, the more favourable attitude


Hypothesis Four : The more active celebrities used are, the more favourable attitude

customers have towards the advertised brands

Hypothesis Five :The more credible celebrities used are , the more favourable attitude


Hypothesis Six : The more credible celebrities used are, the more favourable attitude


[11]

2.6-Research variables Definitions

Operational definition Conceptual definitionResearch variable5 points Likert scale

1. You prefer watching ads with attractive celebrities

2. You prefer watching ads with sexy celebrities

3. You prefer watching ads with classy celebrities

4. You prefer watching ads with beautiful celebrities

5. You prefer watching ads with elegant celebrities

We define this construct to include not only physical beauty, but also non-physical beauty, such as sportsmanship, charm, grace, and intelligence, Shank (1994), It has been measured in terms of attractive, classy, handsome/beautiful, elegant, and sexy in previous literature (Ohanian, 1990)

Celebrity attractiveness

5 points Likert scale1. You prefer watching ads

with dependable celebrities 2. You prefer watching ads

with honest celebrities 3. You prefer watching ads

with reliable celebrities 4. You prefer watching ads

with sincere celebrities 5. You prefer watching ads

with trustworthy celebrities

It’s the extent to which a celebrity is “perceived as possessing expertise relevant to the communication topic and can be trusted to give an objective opinion on the subject, Goldsmith et al. (2000) .Holland, Janis, and Kelley (1953) defined expertise as “the extent to which a communicator is perceived to be a source of valid assertions,” and trustworthiness as “the degree of confidence in the communicator’s intent to communicate the assertions he considers most valid.”


5 points Likert scale1. You prefer watching ads

with successful celebrities 2. You prefer watching ads

with achieving celebrities 3. You prefer watching ads

with active celebrities 4. You prefer buying brands

endorsing ads active celebrities

5. You prefer buying brands endorsing ads successful celebrities

The term describes the management practice of singling out celebrity activities and achievements when a brand becomes associated with a celebrity via the endorsement process, information regarding that celebrity’s activities and achievements can transfer to the brand and have an effect on its image (Till and Shimp, 1998).

Celebrity activation

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Operational definition Conceptual definitionResearch variable5 points Likert scale

1. An attractive celebrity in an advertisement attract my attention to the product being advertised.

2. I give more attention to an attractive celebrity in an advertisement than the product itself.

3. An advertisement with a credible celebrity grabs my attention.

4. I am interested in an advertisement, which uses an credible celebrity

5. I am more interested in an advertisement when an active and successful celebrity is used to endorse the product.

6. An active celebrity in an advertisement interests me more than the product itself.

The customer's attention and recall with respect to the advertisement, it's the situation when the receiver of the message is motivated to assume an objectively correct position on an issue, (Lafferty & Goldsmith, 1999:110). The acceptance and credibility of the communication message itself (Baker & Churchill, 1977:539).

Customer attitudes towards the advertisement

5 points Likert scale1. I often want to know more

about products that are endorsed by an attractive celebrity.

2. I have a desire towards the product when an attractive celebrity is used in an advertisement

3. Brands are more desirable to me when a credible celebrity is used in an advertisement.

4. I prefer buying brands that are endorsed by a credible celebrity.

5. To make sure I buy the right products, I often observe what a successful celebrities are endorsing.

6. When buying products, I

The customer 's willingness to purchase the brand ,recommend the brand within his environment ,and repetitively buy the brand Lafferty et al. (2000:47)

Customer attitudes towards the advertised brand

[13]

generally purchase those products I think an active celebrity will approve of.

3-Sampling and data collection:

• After gathering all of this information we are going to prepare a questionnaire asking about

our variables and some demographics questions. It will be between males and females and

there will be 100 respondents. It will be distributed in Alexandria only in sporting club and at

AAST College, and after collecting the questionnaire we will analyse our data through the

SPSS, we used Likert scale in our questionnaire to measure whether people agree or disagree

with our factors. Also we asked about the demographics.

• The demographic variables for the participants in our questionnaire had been determined

using a nominal scale as follows:

Gender

1. Female---

2. Male----

Age

1. 16-21 ----

2. 22-25 ----

3. 26-30 ----

14

4- 31-40-------

5-40 and above---

Annual Monthly Income:

1. Less than 1000---

2. 1001-3000----

3. 3001-6000 ----

4. 6001-10,000 ----

5. 10,001 and above---

Educational background

1. Student ----

2. College graduate ----

3. Doctorate/ master degree ----

4. None

[15]

5 point Likert scale had been used to measure effect of independent variables on

dependent variables

All statements responses were subject to reliability analysis, resulting in alpha greater

than or equal 0.6 reflecting reliable questionnaire.

4-Data Analysis

4-1 Reliability Analysis

The reliability analysis is made to ensure the goodness of data

Reliability analysis is performed for each variable by calculating cronobach alpha

If alpha is greater than or equal 0.6 data is reliable and good

Reliability analysis showed that data is reliable ,with alpha greater than 0.6 according to

following results

Celebrity Attractiveness

.764 5

Cronbach'sAlpha N of Items

16


.703 5


Celebrity Activation

.761 5


Attitudes towards advertisements

.638 6


Attitude towards brand

.650 6


4-2-Sample Structure

Age

Age

18 18.0 18.0 18.0

28 28.0 28.0 46.0

28 28.0 28.0 74.0

26 26.0 26.0 100.0

100 100.0 100.0

16-21

22-25

26-30

31-40

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Age group above 40 hadn't participated within our sample

Highest participation was for the 22-25 & 26-30 age groups ,the lowest participation was for

16-21

[17]

31-4026-3022-2516-21

Age

30

25

20

15

10

5

0

Frequency

Age

Gender

Gender

52 52.0 52.0 52.0

48 48.0 48.0 100.0

100 100.0 100.0

Male

Female

Total


CumulativePercent

Males and females had almost equal participation

18

FemaleMale

Gender

60

50

40

30

20

10

0

Frequency

Gender

Income

Income

10 10.0 10.0 10.0

28 28.0 28.0 38.0

32 32.0 32.0 70.0

18 18.0 18.0 88.0

12 12.0 12.0 100.0

100 100.0 100.0

Less than 1000

1001-3000

3001-6000

6001-10000

Above 10000

Total


CumulativePercent

[19]

All income groups had participated

Highest participation was for 3001-6000 income group ,the lowest was for less than

1000 income group

Above 100006001-100003001-60001001-3000Less than 1000

Income

40

30

20

10

0

Frequency

Income


Educational Background

55 55.0 55.0 55.0

40 40.0 40.0 95.0

5 5.0 5.0 100.0

100 100.0 100.0

Student

College Graduate

Masters/Doctorate

Total


CumulativePercent

Highest educational group was students ,followed by college graduate ,the lowest

participation was for master/doctorate

20

Masters/DoctorateCollege GraduateStudent


50

40

30

20

10

0

Fre

qu

ency


4-3Descriptive analysis

Done by calculating the mean for the dependent and independent variables ,above 3 means

reflect agree and strongly agree answers ,below 3 reflects disagree and strongly disagree

answers

[21]

Statistics

100 100 100 100 100

0 0 0 0 0

3.5680 3.3760 3.5800 3.4750 3.6783

Valid

Missing

N

Mean

CelebrityAttractiveness

CelebrityCredibility

CelebrityActivation

Customerattitudes

towards ads

Customerattitudestowardsbrand

Celebrity attractiveness had a mean of 3.56 reflecting that most answers fell between neutral

and agree

Celebrity credibility had a mean of 3.37 reflecting that most answers fell between agree and

neutral

Celebrity activation had a mean of 3.58 reflecting that most answers fell between agree and

neutral

Customers' attitudes towards ads had a mean of 3.47 reflecting that most answers fell

between neutral and agree

Customers' attitudes towards advertised brand had a mean of 3.67 reflecting that most

answers were between agree and neutral

4-4-Correlation Analysis

Pearson Correlation was used to measure the degree of the correlation between the dependent

variable and the independent variables

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We use the Pearson correlation analysis to test for the 6 hypothesis and see whether they are

supported or not

Hypothesis one



Correlations

1 .150

.137

100 100

.150 1

.137

100 100

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N


Customer attitudestowards ads


Customerattitudes

towards ads

"The hypothesis hadn’t been supported as Pearson correlation hadn’t been significant, the impact of the celebrity attractiveness on customer attitudes towards ads hadn’t been

proved"Hypothesis Two

Hypothesis Two: The more attractive celebrities used are, the more favourable attitude


Correlations

1 .464**

.000

100 100

.464** 1

.000

100 100

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N



Customerattitudes

towards adsCelebrityCredibility

Correlation is significant at the 0.01 level (2-tailed).**.

"The hypothesis had been supported as Pearson correlation showed a moderate positive and significant value, the impact of celebrity credibility on attitudes towards ads had been proved"

[23]

Hypothesis Three

Hypothesis Three: The more active celebrities used are, the more favourable attitude


Correlations

1 .513**

.000

100 100

.513** 1

.000

100 100

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N



Customerattitudes

towards adsCelebrityActivation


"The hypothesis had been supported as Pearson correlation showed a moderate positive and significant value, the impact of celebrity activation on attitudes towards ads had been proved"

Hypothesis Four

Hypothesis Four : The more active celebrities used are, the more favourable attitude

customers have towards the advertised brands

Correlations

1 .102

.312

100 100

.102 1

.312

100 100

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Customer attitudestowards brand




"The hypothesis hadn’t been supported as Pearson correlation hadn’t been significant, the impact of the celebrity attractiveness on customer attitudes towards advertised brand

hadn’t been proved"

Hypothesis Five

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Hypothesis Five :The more credible celebrities used are , the more favourable attitude


Correlations

1 .618**

.000

100 100

.618** 1

.000

100 100

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N




CelebrityCredibility


"The hypothesis had been supported as Pearson correlation showed a moderate positive and significant value, the impact of celebrity credibility on attitudes towards advertised

brand had been proved"Hypothesis Six

Hypothesis Six : The more credible celebrities used are, the more favourable attitude


Correlations

1 .772**

.000

100 100

.772** 1

.000

100 100

Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N




CelebrityActivation


"The hypothesis had been supported as Pearson correlation showed a moderate positive and significant value, the impact of celebrity activation on attitudes towards advertised

brand had been proved"

4-5 Regression Analysis

[25]

We will perform Anova t-test to test for the significance of relations

If significance is less than 0.01 the relation between dependent and independent variables is

considered to be significant



Model Summary

.150a .022 .012 .58635Model1

R R SquareAdjustedR Square

Std. Error ofthe Estimate

Predictors: (Constant), Celebrity Attractivenessa.

ANOVAb

.772 1 .772 2.246 .137a

33.693 98 .344

34.465 99

Regression

Residual

Total

Model1

Sum ofSquares df Mean Square F Sig.


Dependent Variable: Customer attitudes towards adsb.

The effect of celebrity attractiveness and customer attitudes towards ads is in significant

as significance is 0.137 >0.01

R square is 0.022 ,only 2.2% of variations in customers' attitudes towards ads are caused

by celebrity attractiveness

Hypothesis Two: The more attractive celebrities used are, the more favourable attitude customers

have towards the advertised brand

26

Model Summary

.464a .216 .208 .52523Model1



Predictors: (Constant), Celebrity Credibilitya.

ANOVAb

7.431 1 7.431 26.937 .000a

27.034 98 .276

34.465 99

Regression

Residual

Total

Model1




The effect of celebrity credibility on customer attitudes towards ads is significant as

significance is 0.000 <0.01

R square is 0.216 ,21.6% of variations in customers' attitudes towards ads are caused by

celebrity credibility

Hypothesis Three: The more active celebrities used are, the more favourable attitude customers

have towards the advertisements

Model Summary

.513a .263 .256 .50907Model1



Predictors: (Constant), Celebrity Activationa.

ANOVAb

9.068 1 9.068 34.990 .000a

25.397 98 .259

34.465 99

Regression

Residual

Total

Model1




The effect of celebrity activation on customer attitudes towards ads is significant as


[27]

R square is 0.263 ,26.3% of variations in customers' attitudes towards ads are caused by

celebrity activation

Hypothesis Four : The more active celebrities used are, the more favourable attitude customers

have towards the advertised brands

Model Summary

.102a .010 .000 .55610Model1




ANOVAb

.319 1 .319 1.032 .312a

30.306 98 .309

30.625 99

Regression

Residual

Total

Model1



Dependent Variable: Customer attitudes towards brandb.

The effect of celebrity attractiveness and customer attitudes towards brands is in

significant as significance is 0.312 >0.01

R square is 0.010 ,only 1% of variations in customers' attitudes towards brands are

caused by celebrity attractiveness

Hypothesis Five :The more credible celebrities used are , the more favourable attitude customers

have towards the advertisements

28

Model Summary

.618a .382 .376 .43944Model1




ANOVAb

11.701 1 11.701 60.592 .000a

18.925 98 .193

30.625 99

Regression

Residual

Total

Model1




The effect of celebrity credibility on customer attitudes towards brands is significant

as significance is 0.000 <0.01

R square is 0.382, 38.2% of variations in customers' attitudes towards brands are caused

by celebrity credibility

Hypothesis Six : The more credible celebrities used are, the more favourable attitude customers

have towards the advertised brand

Model Summary

.772a .596 .592 .35545Model1




[29]

ANOVAb

18.243 1 18.243 144.392 .000a

12.382 98 .126

30.625 99

Regression

Residual

Total

Model1




The effect of celebrity activation on customer attitudes towards brands is significant as


R square is 0.596 ,59.6% of variations in customers' attitudes towards brands are caused

by celebrity activation

30

5-Conclusions

This study was aimed at exploring the attitudes towards an attractive, active and credible

celebrity in an advertisement. This research contributes to marketing and communication

literature by demonstrating the importance of celebrity endorsements in the context of

advertising. This study’s findings indicate that students have a favorable perception of

celebrity endorsements, and that they especially have the perception that celebrity

endorsements create a positive impression and that they are likeable. The overall rating of

sample's attitudes towards an attractive celebrity in an advertisement is unfavorable, while the

attitudes towards a credible and active celebrity in an advertisement had been proved to be

favorable

The fact that an attractive celebrity in an advertisement was not found to be significant may

be due to the fact that the research neglected that celebrity endorsers are more effective when

a “match” between the endorser and the endorsed product exists. The unfavorable attitude of

sample towards the product endorsed by an attractive or credible celebrity is therefore an

indication that sample has the opinion that when a celebrity is attractive or credible, he/she is

not necessarily a more effective endorser of a product. The absence of students’ favorable

attitudes towards an attractive celebrity in an advertisement can partially be ascribed to the

fact that (in advertisements), most celebrities are attractive, and as such, respondents have a

mindset in which attractiveness is not a determining factor in their product-selection

decisions.

[31]

Favorable attitudes of customers towards credible celebrities used can be related to that

customers perceive information gained from a credible source as a motivation to assume an

objectively correct position on an issue, because he/she learns and adopts the opinion of the

credible spokesperson because he/she believes that this person represents an accurate position

on the issue, if a celebrity endorser is perceived to be an expert on a product that he/she

advertises, then the likelihood exists that consumers will have a more favorable attitude

towards both the advertisement and the brand being advertised, and that they will include it in

their set of consideration the next time they purchase the same brand

Favorable attitudes of customers towards active celebrities can be related to the fact that

customers would like to imitate and adopt the same products used by their favourite

successful celebrity with a history of activity and achievements ,we can say that the

professional success of a celebrity endorser, if publicized by the endorsed product’s firm,

improved consumer brand-evaluations of the endorsed ,the more a celebrity endorser is

activated, the more the endorsed product’s brand image will benefit from endorsement by the

celebrity.

32

6-Recommendations

Marketing and brand managers should be very careful in choosing the celebrities to appear on

their advertising , as our research had confirmed the credibility of the celebrity can have a

positive effect on customers' attitudes towards the ad and the advertised brand resulting in

positive purchase intentions and word of mouth, the celebrity endorsed here act as a

spokesperson in the name of the brand and the message won't be believed unless the celebrity

is believed and trusted ,choosing trustworthy celebrities with credible public image is very

important to make customers perceive information gained from the celebrity to be valuable

and a motivation to future purchase of the brand

Marketing and brand managers should pay attention to choosing celebrities with a long

record of success and achievements, because customers would like to act like their active and

successful opinion leaders, they like to be dressed like their successful celebrities, they want

to adopt the brands adopted by their active celebrities, they will never think of adopting the

brands adopted or advertised by non-active celebrity with no record of success or

achievements. Brand managers should endorse actors with highest movies revenues, actors

who are prize winners ,endorse soccer players with recently won championships and personal

achievements, endorse singers with music awards and record breaking concerts attendants.

Customers believe these celebrities will for sure use the best brands, and accordingly they

would like to adopt the brands they adopt.

Our research hadn’t ensured the relation between attractiveness of celebrities and atitudes

towards ads and advertised brands and this might be due to the fact that customers don’t care

about the attractiveness unless there is a good fit between the endorsed brand and the

celebrity example using Messi and Ronaldo for advertising sportswear brands, so future

[33]

research should focus on the topic of the fit between the endorsed celebrity and advertised

brand

7-References

1. Aaker, D., A. (1991). Managing Brand Equity. New York, NY: The Free Press.

2. Aaker, D., A., & Biel, A., L. (Eds.). (1993). Brand Equity and Advertising:

3. Advertising’s role in building strong brands. Hillsdale, NJ: Lawrence Erlbaum Associates.

4. Agrawal, J. & Kamakura, W., A. (1995). The economic worth of celebrity endorsers: An

event study analysis. Journal of Marketing, 59(3), 56-63.

5. Atkin, C., & Block, M. (1991). Effectiveness of celebrity endorsers. Journal of Advertising

Research, 23(2), 57-61.

6. Effectiveness in Nonverbal Communication in Advertising, Sidney Hacker and David W.

Stewart, eds., Lexington, MA: Lexington Books, 59-84.

7. Berger, I., E. & Mitchell, A., A. (1989). The effect of advertising on attitude accessibility,

attitude confidence, and the attitude-behavior relationship. Journal of Consumer Research,

16(3), 269-270.

8. The Big New Celebrity Boom. (1978, May 22). Business Week, 77 & 80.

9. Klebba, J.M., & Unger L.S. (1982). The Impact on Negative and Positive Information on

Source Credibility. In Advances in Consumer research, 10 (1), 45-48

10. Byrne, A.W, & Breen, M.S. (2003). The Naked Truth of Celebrity Endorsement. British

Food Journal, 105 (4), 288-296

11. McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the

Endorsement Process, Journal Of Consumer Research, 16 (12), 310- 321

12. Ohanian, R. (1991). The Impact of Celebrity Spokespersons´ perceived Image on Consumers

´Intention to Purchase. Journal of Advertising Research, 31 (1), 46-53

34

8-Appendix

Questionnaire

Dear participants,

• This questionnaire is made to measure the effect of using celebrities on customers' attitudes

towards advertisements and the advertised brands, Nowadays celebrities are widely used in

many advertisements as they have many advantage, so this questionnaire is developed to

show the importance of using celebrities and what criteria required to choose the right

celebrity in order to deliver the right message of the advertisement.


Strongly Disagree

Disagree Neutral Agree Strongly Agree

You prefer watching ads with attractive celebrities You prefer watching ads with sexy celebrities You prefer watching ads with classy celebrities You prefer watching ads with beautiful celebrities You prefer watching ads with elegant celebrities

[35]


Strongly Disagree


You prefer watching ads with dependable celebrities You prefer watching ads with honest celebrities You prefer watching ads with reliable celebrities You prefer watching ads with sincere celebrities You prefer watching ads with trustworthy celebrities


Strongly Disagree


You prefer watching ads with successful celebrities You prefer watching ads with achieving celebrities You prefer watching ads with active celebrities You prefer buying brands endorsing ads active celebrities You prefer buying brands endorsing ads successful celebrities

36

Customers' attitudes towards

ads

Strongly Disagree


An attractive celebrity in an advertisement attract my attention to the product being advertised.I give more attention to an attractive celebrity in an advertisement than the product itself.An advertisement with a credible celebrity grabs my attention.I am interested in an advertisement, which uses an credible celebrityI am more interested in an advertisement when an active and successful celebrity is used to endorse the product.An active celebrity in an advertisement interests me more than the product itself.

[37]

Customers' attitudes towards

ads

Strongly Disagree


I often want to know more about products that are endorsed by an attractive celebrity.I have a desire towards the product when an attractive celebrity is used in an advertisementBrands are more desirable to me when a credible celebrity is used in an advertisement.I prefer buying brands that are endorsed by a credible celebrity.To make sure I buy the right products, I often observe what a successful celebrities are endorsing.When buying products, I generally purchase those products I think an active celebrity will approve of.

38

Demographics

Gender

1- Male----

2- Female---

Age

1- 16-21 ----

2- 22-25 ----

3- 26-30 ----

4- 31-40-------

5- 41 and above---

Annual Monthly Income:

1. Less than 1000---

2. 1001-3000----

3. 3001-6000 ----

4. 6001-10,000 ----

5. 10,001 and above---


1. Student ----

2. College graduate ----

[39]

3. Doctorate/ master degree ----

4. None

40

celebrity endorsement advanced word report

Documents

chosen celebrity

research design

advertised brand

celebrity endorsements

basic research

research objective

celebrity endorsers

descriptive analysis