Ha: There is a significant relationship between Vic Sotto-endorsed products purchase by the respondents and the impacts of celebrity endorsers when grouped according to their profile. SIGNIFICANCE OF THE STUDY The study titled “Correlation of Variables on Vic Sotto-endorsed Products” aimed to determine the impacts of celebrity endorsement to the randomly selected consumers of St. Joseph Street, New Era, Milton Hills Subd., Quezon City, towards Vic Sotto-endorsed products. This study would benefit the following: Consumers would consider this study as their preference on purchasing a product. Advertising Agents would discover that popular celebrity in advertisements is a good strategy to endorse a certain product. Advertising Agencies would make the right choice of celebrities to use in endorsing advertisements as well as considering how far advertisement will be effective.
This results in the marketers’ ultimate objective from all efforts put into the campaign, to be attaining brand image or brand personality. There is no doubt that celebrity endorsers influence consumers’ purchasing decision. If there is an inherent fit or consistency between a celebrity and a product, the endorsement is in fact perfectly matched with the purpose of celebrity endorsement. However, there is no evidence proving that the usage of celebrity endorsement will achieve stronger brand loyalty in comparison to a non-use of celebrity endorsement. In fact, consumers might pay more attention to celebrities in advertisements than the actual product endorsed, which is not the marketers intention.
Using celebrities can help companies to design unique ads and engender a positive effect on the attitude and sales intention towards the brand (Ranjbarian, Shekarchizade & Momeni, 2010). Celebrity endorsement has been applied for many years. The strategy of celebrity endorsement has positive result for both company and celebrity. Using a celebrity, the consumer receives a positive feeling of security and association. Consumers would like to recognize themselves with the celebrity and they buy the product because they would like to be as the celebrity.
Problem statement The use of celebrities or famous brands advertising is a resource classic and young consumers are taking celebrity endorsement as their lifestyle. This aspect leads to positive and negative aspects on young generation. This research will give solutions to the young consumers are highly involved with the celebrity endorsement as this research will give an understanding that how celebrity endorsement is creating positive and negative effects on their life. 1.3. Aim of the
Three factors in celebrity-source can manipulate the consumer behavior: physical attractiveness of the celebrity, likability and product involvement by the celebrity. In the factors that celebrity-source includes, physical attractiveness plays the major part in the study of consumer behavior. The consumer is largely positively affected by the attractiveness of the celebrity endorser because this leaves remembrance of the product and the brand in consumer’s conscious as well as subconscious mind. This somewhere also puts its impact on consumer’s intentions of purchase of the product. The whole process of attractiveness of the celebrity endorser is directly linked with the acceptance of the
They will benefit from the study by determining their personality that would best represent the target market. In other words, celebrities should position themselves better so that they could catch the attention of the target market once they promote a brand. Advertisers: Advertiser will take advantage from this research because they are also responsible in exposing the brand to the market. Once the attachment of the endorsers to the customers is secured, the advertisers might attract more people on their advertisements. More clients will come to them for the brand’s public awareness.
Attitude towards endorses is associated with how people see the product, stating that positive view on celebrity endorsement will bring more success in the advertisement itself. Previous research showed that celebrities who endorse several products are viewed as less reliable endorses than celebrities with only one endorsement. This is due to the reason that the potential customers will refer the celebrity as liking the endorsed product more than the average person likes the product, even after the endorser receives the substantial endorsement fee. This approach results in the conclusion that the customers’ attitude towards the product was influenced by the endorsers’ attitude towards the
This puts down that an organization must be consistent and have a long term commitment with the celebrities. (Chetty, 2014) In other study carried out by Daneshvary and Schwer (2000) showed the relation of celebrity, company with the consumers. It expressed how consumers have a strong connection towards a celebrity endorser so if a company wants consumers to relate to their product it is important to pick an endorser who uses the product and that usage is a reflection of professional expertise. (Daneshvary and Schwer,
Introduction Celebrity endorsement means any individual that who are enjoys public recognition and use this recognition on behalf of the product by presenting it in an advertisement (Mc Cracken, 1989). They using a celebrity in advertising to promote a product or service is prevalent in advertising. In reality, approximately 20% use celebrity endorsement in all commercials advertisement. It is great potential to the brand itself to manage well the brand equity when using celebrity endorsers to promote their product to the market. It is proves that using celebrity endorsers are more focus on their personal attitudes and increase their validity and also their persuasiveness.
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).