european journal of social sciences issn: 1450-2267 - EuroJournals

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European Journal of Social Sciences – Volume 5, Number 3 (2007) observed that using CPC and fins will increase the photovoltaic, thermal, and combined photovoltaic thermal efficiencies. The conclusion reached by this work is that the collector coupled with CPC as an integral part of the absorber is performs better than collector without CPC for both thermal and electrical output of the hybrid PV/T. References [1] E.C. Kern and M.C. Russell. 1978. Combined photovoltaic and thermal hybrid collector system. Proc. of 13th IEEE Photovoltaic Specialist (USA): 1153–1157 [2] Chandra R., Geol V.K., and Ray Choudhuri B.C. 1983. Thermal performance of two-pass PV/T air collector. Proc. Of solar energy society of India, 63-69 [3] Cox, C.H., and Raghuraman P. 1985. Design considerations for flat-plate photovoltaic/thermal collectors. Solar Energy, 35: 227–245 [4] Bhargava AK, Garg HP and Agarwal RK. 1991. Study of a hybrid solar system-solar air heater combined with solar cell. Solar Energy, 31 (5): 471–479 [5] Prakash J. 1994. Transient analysis of a photovoltaic-thermal solar collector for co-generation of electricity and hot air/water. Energy Conv Manage, 35 (11): 967–972 [6] K. Sopian, H.T. Liu, K.S. Yigit, S. Kakac,T.N. Veziroglu, and R.J Krane. 1995. Thermodynamics and the design Analysis, and improvements of energy systems. ASME International Mechanical Engineering Congress and Exposition, San Francisco 35: 89-94 [7] Sopian, K., K. S. Yigit, H. T. Liu and S. Kakac, T. N. 2000. Performance of a double pass photovoltaic thermal solar collector suitable for solar drying system. Energy Conv. Manage. 41: 353–365 [8] Y. Tripanagnostopoulos, Th. Nousia, M. Souliotis, P. Yianoulis. 2002. Hybrid photovoltaic/thermal solar system. Solar energy, 72 (3): 217-234 [9] Y. B. Assoa, C. Menezo, G. Fraisse, R. Yezou and J. Brau. 2007. Study of a new concept of photovoltaic–thermal hybrid collector. Solar energy : In Press [10] Othman M. Y., Yatim Baharudin, Sopian k., Abu Bakara M. Nazari. 2007. Performance studies on a finned double-pass photovoltaic-thermal (PV/T) solar collector. Desalination journal, 209: 43-49 124
European Journal of Social Sciences – Volume 5, Number 3 (2007) Effect of Single Celebrity and Multiple Celebrity Endorsement on Low Involvement and High Involvement Product Advertisements Ms. Farida Saleem Phd. Scholar, Foundation University Institute of Management and Computer Sciences E-mail: farida-saleem@hotmail.com Tel: 092-051-5953031 Abstract Celebrity ads are very prominent now a day. Celebrities can make the communication process more effective when they are used according to the involvement of the consumer. The purpose of this study is to explore the perceptual difference of consumer towards single celebrity endorsement and multiple celebrity endorsement (more than one celebrity in a single ad) for low involvement products/services and for high involvement products/services. Questionnaires were administered on a sample of 300 university students to asses the impact of single celebrity and multiple celebrities endorsement with respect to low involvement products and high involvement products. Four print media ads, two ads, one single and one multiple celebrities are taken from low involvement products and two ads, one single and one multiple celebrities ads were taken from high involvement products. The results showed that the attitudes toward ad, attitude toward brand and purchase intentions are more positive for multiple celebrities ad which belong to low involvement category while for high involvement product category attitude toward ad, attitude toward brand and purchase intention showed no significant difference for single celebrity and multiple celebrity ads. Keywords: Single celebrity endorsement, multiple celebrity endorsement, attitude toward ad, attitude toward brand, purchase intentions, high involvement products/services, low involvement products/services. Introduction Advertising is a very important social phenomenon which helps to increase consumption which has direct effect on the economic activity (Pollay & Mittal, 1993). About 20% of all television ads have celebrities in them and almost 10% of all dollars spent on advertising goes to celebrities in different advertisements (Agrawal & Kamakura, 1995). Million of dollars are spent on celebrity endorsement contracts to make the communication process more effective and convincing (Tripp et. al., 1994). McCracker (1989) defined the celebrity endorser as someone who enjoys public recognition and who use that recognition on behalf of a consumer good by appearing with it in an advertisement. Celebrity endorser includes movie and television stars, models and individuals from sports, politics, business, art and the military worlds (McCracker, 1989). Similarly the celebrity spoke characters, like there human counterparts have also served as product endorsers and the anthropomoric characters can be considered another type of celebrity endorsers (Hus and McDonald, 2002). 125
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