Abstract
Participating students were randomly assigned to one of three conditions (single product endorsement, multiple product endorsement, and multiple celebrity endorsement). This study was designed to measure the effects of respective types of celebrity endorsement. This initial attempt to compare the effects of celebrity endorsement could be conducive in understanding current phenomenon of celebrity endorsement campaigns. This study found that multiple product endorsements increased higher level of attitude toward ad, attitude toward brand, and purchase intention than a single celebrity (product) endorsement while a single celebrity (product) endorsement increased higher level of attitude toward ad, attitude toward brand, and purchase intention than multiple celebrity endorsements. However, the finding of this study had a conflicting result.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
