ABSTRACT
The influence of celebrity endorser on advertising effect
Lee, Hyun- Seon
PR & Advertis ing Major
Department of Journalism
The Graduate School
Chung- Ang University
The modern corporation invests amounts of money to align itself and its products with celebrities in the belief that they will draw attention to the endorsed products and transfer image values to these products by virtue of their celebrity profile and engaging attributes.
Despite of its popularity as an advertising technique, advertisers and market researchers disagree as to which celebrity endorser characteristics are most effect ive in influencing consumer behavior.
At this point, this study sets up following problems:
1. Do the celebrity endorser's characteristics/involvement/information process ing motive influence attitude toward the ad?
2. Do the celebrity endorser's characteristics/involvement/information process ing motive influence brand attitude?
3. Do the celebrity endorser's characteristics/involvement/information process ing motive influence product purchase int ention?
This study differ from prior research by examining the celebrity endorsers' characteristic that is suitable for the four type of products divided by FCB Grid model and establishing the impact of the perceived characteristics of the celebrity endorser on advertising effects such as consumers' attitude towards the ad, brand attitude, and product purchase intention.
Independent variables of this study are the celebrity endorsers' characteristics(believability vs attractiveness) and the four types of products (TV/shoes/toothpaste/soft drink) in FCB Grid; involvement(high/low) and information proces sing motive(think/feel).
Dependent variables of this study are consumers' attitude towards the ad, brand attitude, and product purchase intention.
This study was run as a 2 ×2 ×2 factorial design with 30 subjects per cell, resulting in a total sample size of 240. This study randomly as signed each subject to 1 of the 8 treatment groups.
The results of this study as follows ;
The celebrity endorsers' characteristics, involvement, and information processing motive influence the attitude towards the ad and the attractiveness of celebrity endorser is an important determinant of the attitude towards the ad. The celebrity endorsers' characteristics and information processing motive influence the brand attitude and the believability of celebrity endorser is a significant source attribute affecting consumers' brand attitude. But any characteristic of celebrity endorser is not a significant source at tributes affecting consumers' purchase intention.
According to the results of this study, the celebrity endorsers' characteristics, as perceived by the target audience, must be congruent with the image of the product they are endorsing.
The findings of this study illustrate the need to employ consumer research as an aid to the choice of an appropriate celebrity with a view to mitigating the risks involved in celebrity endorsement campaigns.
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