european journal of social sciences issn: 1450-2267 - EuroJournals
european journal of social sciences issn: 1450-2267 - EuroJournals
european journal of social sciences issn: 1450-2267 - EuroJournals
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European Journal <strong>of</strong> Social Sciences – Volume 5, Number 3 (2007)<br />
Effect <strong>of</strong> Single Celebrity and Multiple Celebrity Endorsement<br />
on Low Involvement and High Involvement Product<br />
Advertisements<br />
Ms. Farida Saleem<br />
Phd. Scholar, Foundation University<br />
Institute <strong>of</strong> Management and Computer Sciences<br />
E-mail: farida-saleem@hotmail.com<br />
Tel: 092-051-5953031<br />
Abstract<br />
Celebrity ads are very prominent now a day. Celebrities can make the communication<br />
process more effective when they are used according to the involvement <strong>of</strong> the consumer.<br />
The purpose <strong>of</strong> this study is to explore the perceptual difference <strong>of</strong> consumer towards<br />
single celebrity endorsement and multiple celebrity endorsement (more than one celebrity<br />
in a single ad) for low involvement products/services and for high involvement<br />
products/services. Questionnaires were administered on a sample <strong>of</strong> 300 university<br />
students to asses the impact <strong>of</strong> single celebrity and multiple celebrities endorsement with<br />
respect to low involvement products and high involvement products. Four print media ads,<br />
two ads, one single and one multiple celebrities are taken from low involvement products<br />
and two ads, one single and one multiple celebrities ads were taken from high involvement<br />
products. The results showed that the attitudes toward ad, attitude toward brand and<br />
purchase intentions are more positive for multiple celebrities ad which belong to low<br />
involvement category while for high involvement product category attitude toward ad,<br />
attitude toward brand and purchase intention showed no significant difference for single<br />
celebrity and multiple celebrity ads.<br />
Keywords: Single celebrity endorsement, multiple celebrity endorsement, attitude toward<br />
ad, attitude toward brand, purchase intentions, high involvement<br />
products/services, low involvement products/services.<br />
Introduction<br />
Advertising is a very important <strong>social</strong> phenomenon which helps to increase consumption which has<br />
direct effect on the economic activity (Pollay & Mittal, 1993). About 20% <strong>of</strong> all television ads have<br />
celebrities in them and almost 10% <strong>of</strong> all dollars spent on advertising goes to celebrities in different<br />
advertisements (Agrawal & Kamakura, 1995). Million <strong>of</strong> dollars are spent on celebrity endorsement<br />
contracts to make the communication process more effective and convincing (Tripp et. al., 1994).<br />
McCracker (1989) defined the celebrity endorser as someone who enjoys public recognition<br />
and who use that recognition on behalf <strong>of</strong> a consumer good by appearing with it in an advertisement.<br />
Celebrity endorser includes movie and television stars, models and individuals from sports, politics,<br />
business, art and the military worlds (McCracker, 1989). Similarly the celebrity spoke characters, like<br />
there human counterparts have also served as product endorsers and the anthropomoric characters can<br />
be considered another type <strong>of</strong> celebrity endorsers (Hus and McDonald, 2002).<br />
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