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

More documents

Recommendations

Info

European Journal of Social Sciences – Volume 5, Number 3 (2007) Sample A total of 300 university students from Foundation University Islamabad and Federal Urdu University Islamabad participated in the study. Student samples have been used by most of the comparative advertising research (Barry 1993). The data was collected from one private university (Foundation University Islamabad) and one government university (Federal Urdu University Islamabad). Description of Instrument To measure the attitude toward ad, scales were taken from Osgood, Suci, and Tannenbaum, (1957), six items were taken to measure both effective and evaluative content, the items were selected on a review of existing research (Kamins & Gupta, 1994; Kahle & Homer, 1986; Mitchell & Olson,1981; Choi & Miracle, 2004; Tripp, Jensen & Carlson, 1994). To measure attitude toward brand scales were taken from Osgood, Suci and Tennenbum (1957), six items were used one the bases of the existing research (Kamins & Gupta, 1994; Kahle & Homer, 1986; Mitchell & Olson,1981; Choi & Miracle, 2004; Tripp, Jensen & Carlson, 1994;Till & Busler,1998). To measure purchase intentions, three questions using sementatic scales were uesd these questions have been asked throughout past research (Mitchell & Olson, 1981; Kamins & Gupta, 1994; Ohanian, 1991; Kahle & Homer, 1985, Tripp, Jenson & Carlson, 1994). The Cronbatchs Alpha of the scale is 0.911. The Cronbatchs Alphas of three dependent variables are given in table no 1. Table 1 Measure No of items Alpha Source Attitude toward ad 6 .83 Osgood, Suci and Tannenbaum, 1957 Attitude toward brand 6 .87 Osgood, Suci and Tannenbaum, 1957 Purchase intentions 3 .88 Kahle and Homer, 1985 Data Analysis Data was analyzed by SPSS. The first test run was the Levens test for normality of data at 0.05% level of significance. The p values of attitude toward ad, attitude toward brand and purchase intentions are 0.187, 0.396 and 0.247 respectively. It is concluded that the data is normally distributed. The backward linear regression test is applied to find out the relationship between these variables. Independent sample t test is used to measure the difference in the consumer perception for high involvement products/services and low involvement products/services Results The sample consists of 61% male while 39% female respondents, 36% were of age between 18 to 21, 48% were of age between 22 to 26 while 16% were of age between 27 to 30. 57% of respondents had bachelor’s degree while 43% had professional degree. The frequency distribution, of single celebrity Pentane Pro V shampoo ad was 27% the single celebrity Warid mobile phone connection service providers ad was 24% the multiple celebrities Lux soap ad was 27% and multiple celebrity Ufone mobile phone connection service providers. The results of backward liner regression showed that there is a significant relationship between purchase intention as dependent variable and attitude toward ad and attitude toward brand as independent variables. The r 2 of the regression model is (0.49) the f statistic of regression model is (142.412) and the p value of this model is (0.000). It has been observed from the model that attitude toward brand has much stronger relationship with purchase intention as compare to the attitude toward advertisement. The results of regression are displayed in table no 2. 128
European Journal of Social Sciences – Volume 5, Number 3 (2007) Table 2: Regression Model Purchase intentions as dependent variable Regression coefficient, st. error in parenthesis, t values in brackets and p values in italics Constant Attitude toward ad Attitude toward brand r 2 f value - 0.331 0.245 0.691 0.49 142.419 (0.281) (0.63) (0.65) [-1.179] [3.900] [10.712] 0.239 0.000 0.000 0.000 To measure consumer perception about single celebrity ad and multiple celebrities’ ad for low involvement products first Independent sample t test is applied for single celebrity Pentane Pro V shampoo ad and multiple celebrities Lux soap ad. The p value for attitude toward ad, attitude toward brand and purchase intentions are (0.002, 0.048, 0.002) which shows that there is a significant difference at 0.05% level between single celebrity ad and multiple celebrities’ ad for low involvement products which proved our first hypothesis. The mean values are more positive for multiple celebrities’ ad compare to single celebrity ad for low involvement products. When Independent sample t test is applied for single celebrity Warid ad and multiple celebrities Ufone ad (the ads for high involvement product/services) there is no significant difference for attitude toward ad, attitude toward brand and purchase intentions between single celebrity and multiple celebrities’ ad. The p value for attitude toward ad, attitude toward brand and purchase intentions are (0.175, 0.312, 0.064) which shows that there is no significant difference at 0.05% level between single celebrity ad and multiple celebrities’ ad for high involvement products/services which proved our second hypothesis. Table 3: Independent sample t test Pantene pro v shampoo ad (single celebrity ad) Lux soap ad (multiple celebrities’ ad) Low involvement products category variables Mean St. dev. t-value p-value Attitude toward ad Single celebrity Multiple celebrity 4.3439 4.9241 1.05218 1.29011 -3.5068 0.002 Attitude toward brand Single celebrity Multiple celebrity 4.8122 5.1709 1.10276 1.15747 -1.994 0.048 Purchase intentions Single celebrity Multiple celebrity 3.9620 4.7426 1.48783 1.55154 -3.228 0.002 Table 4: Independent sample t test Warid mobile phone connection (single celebrity ad) Ufone mobile phone connection (multiple celebrities’ ad) High involvement product category Variables Mean St. dev. t-value p-value Attitude toward ad Single celebrity Multiple celebrity 4.5399 4.8146 1.10355 1.29178 -1.362 0.175 Attitude toward brand Single celebrity Multiple celebrity 4.8732 5.0798 1.25371 1.16866 -1.016 0.312 Purchase intentions Single celebrity Multiple celebrity 3.9437 4.3521 1.25481 1.35446 -1.864 0.064 Discussion and Conclusion The key finding emerge from this research is that celebrities have positive impact on consumer perception when they appear in low involvement products or services ads. As the number of celebrities increases consumer perception also become more positive this is due to the fact that these ads attract different target markets at the same time (Hus & McDonald, 2002). When we have more than one celebrity in low involvement products/services ads consumer attitude is influenced due to the celebrities in those ads (Kahle & Homer, 1985). 129
Page 1 and 2:
European Journal of Social Sciences
Page 3 and 4:
Page 5 and 6:
Page 7 and 8:
Page 9 and 10:
Page 11 and 12:
Page 13 and 14:
Page 15 and 16:
Page 17 and 18:
Page 19 and 20:
Page 21 and 22:
Page 23 and 24:
Page 25 and 26:
Page 27 and 28:
Page 29 and 30:
Page 31 and 32:
Page 33 and 34:
Page 35 and 36:
Page 37 and 38:
Page 39 and 40:
Page 41 and 42:
Page 43 and 44:
Page 45 and 46:
Page 47 and 48:
Page 49 and 50:
Page 51 and 52:
Page 53 and 54:
Page 55 and 56:
Page 57 and 58:
Page 59 and 60:
Page 61 and 62:
Page 63 and 64:
Page 65 and 66:
Page 67 and 68:
Page 69 and 70:
Page 71 and 72:
Page 73 and 74:
Page 75 and 76:
Page 77 and 78: European Journal of Social Sciences
Page 127: European Journal of Social Sciences
Page 135 and 136: 3. Result and Discussion 1. Profile
Page 139 and 140: Table 2: The Channels of the respon
Page 143: European Journal of Social Sciences
show all

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

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?