Five Types Of Celebrity Endorsement

Celebrity endorsement has been vastly used as marketing tactics in different type of products and brands, and with a distinguished history (Seno and Lukas, 2007). Companies of the over-the-counter (OTC) health care products always uses celebrity to endorse their products (Cho, 2010), because the company believe the celebrity endorsement would be effective in creating the awareness of their product (Cho, 2010). The consumer may willing to try the product without much hesitation if the endorser is convincing enough (Cho, 2010). And that is why the use of celebrity endorsement is that paramount to players in OTC health care industry.

Many Hong Kong people became more health conscious after the outbreak of SARS in 2003 (Cho, 2010). Hence, increasing

Literature Review

This study’s conceptual framework is based on Cho (2010), which investigates the five variables including endorser’s persuasiveness, perceived effectiveness, health consciousness, perceived price of health care products and consumer purchase intention; see how they influenced each other.

2.1 Endorser’s persuasiveness

Endorser’s persuasiveness relates to an endorser that has the capability to influence a consumer to change their attitude towards the endorsed products and creating a positive and reliable image to it (Cho, 2010).

Companies may use different type of endorser (Cho, 2010). Endorsement by celebrity is that an individual had certain reputation in society (e.g. athlete, actor, etc.) (Cho, 2010). On the other hand, the endorsement by expert, because of his or her expertise in occupation or knowledge, provides a professional image to the endorsed product that can help the consumer for evaluation towards the product (Cho, 2010).

2.2 perceived effectiveness

The perceived effectiveness is about the level of confidence that a consumer towards the product achieve its claimed function (Chu and Lu, 2007). And refers to the theory of reasoned action (TRA), the consumer behavior would be affected by the attitude of the consumer on their perceived effectiveness of a product (Cho,

H2: The endorser’s persuasiveness will have a positive impact on the purchase intention of a health care product.

H3: The health consciousness of a consumer will have a positive impact on the purchase intention of a health care product.

H4: The perceived price of health care product in the market would have negative impact on the purchase intention of a health care product.

3. Research Methodology

This report will use both primary and secondary research to gather enough information to fully explore the topic.

3.1 Primary research

3.1.1 Research Techniques

This report will use the quantitative research, which to determine the relationship between an independent variable and a dependent variable within a population (Nykiel, 2015). Furthermore, questionnaire will be use to collect the primary quantitative data.

3.1.2 Sample Design

Target population and Sample size:

The study subjects were adult with age 25 or above, both gender, middle to high incomes and education level. The questionnaire will adapt from Cho (2010). Sample size is 100 target respondents. Questionnaire will send to target respondent via