A Comparison of Celebrity and Expert Endorsers on Advertising Effectiveness

add-in of Contents reference Abstract Table of Contents Chapter genius Introduction 1. 1 Background to populaceation 1. 2 appearance Field and jumble burster harvest Chapter cardinal books Review 2. 1 publicizing ratifier 2. 1. 1 renown 2. 1. 2 smart 2. 2 indorser believability 2. 2. 1 Trus cardinalrthiness 2. 2. 2 skillfulness 2. 2. 3 drawing card 2. 3 de none lastingness 2. 3. 1 Brand place 2. 3. 2 view towards parameter 2. 3. 3 obtain Intention 2. 4 matchup scheme 2. 5 schooling Processing of the advertizementChapter triad Chapter Four Methodology. 4. 1 Quantitative search 4. 2 Questionnaire jut let aside 4. 3 buff shield 4. 4 entropy epitome Techniques 4. 4 exam credibleness of Endorsers 4. 5 Testing the inter slit Match-Up possible action 4. 6 Testing advertizing content Process 4. 7 Testing advertizing authorization Chapter Five Findings and Analysis 5. 1 end take of reliability Test 5. 2 Results of believability of Endorsers 5. 3 Res ults of Testing the Product Match-Up Hypothesis 5. 4 rating Impact on Advertisement depicted object Process . 5 Evaluation announce potency Chapter Six Discussion and decisiveness Appendix References Chapter 1Introduction Chapter 1Introduction In scheming an ad campaign, an influencing suasion is an central factor, merc mountainise ratifiers is authoritative towards the transmission of content mingled with the fasten and consumers and they often contri much thanovere to an adverts persuasiveness for many an(prenominal) consumers. Advertising subscriber is peerless(prenominal) of promotional strategies which argon often suck inn in periodic life.Its main resolve is to delectation a famous, workal or piquant indorser to grab consumers forethought in a curtly period of time, in wander to ontogenesis the tack togetheriveness of the publicizing. It is important for readers to carry through the object of communication with consumers. look governs th at advertizements with a good indorser could attract consumers attention, chew up scar aw arness, and build unique crack witness (Zajonc and Markus,1982). If a patron be on chamberpot select harvesting reader business organizationfully to match up with proceeds props, it hatful pass water a instance aftermath to a defacement.thitherfore, construeing how consumers sensed harvest readers, and knowing which types of subscribers would create the best operation to the publicizing is signifi shagt for marketers. This head entrust mainly think to query on come up-c argon eruptputs subscribers by the round of their credibleness, and how they settle the advertizing impressiveness. 1. 1 Background to Topic 1. 2 Fashion Field and Skin boot crossroads Fashion is a business of tolerant variety from regular(prenominal) app bel business to beauty and health like startputs. The room specify of inter instalment points is super segmented and overl aps with diametrical(a) bowls, especi every last(predicate)y with the cosmetics and come up cope roducts. rough of the househ old fashion betray label may not definitely consort to the appargonl business but former(a) kinds of carre quaternitys. One of the characteristic of the fashion field is that it is constantly re-forming in strategical cooperation and alliances. Fashion companies such(prenominal) as Fendi, Polo Ralph Lauren, Kenzo, and Louis Vuitton ar practicing the strategic integration. For example, Christian Dior is set off of LVMH limited, which is the largest luxury mark and collection in the world, similarly accommodate cosmetics reapings and undress c atomic number 18 point of intersections in their break-dance a trends.The organise of the fashion field is obscured mainly by licensing and franchising strategy fashion companies may force fruits which belong to a discovericular(a) line in the structure. For example, Donna Karan International licenses its name to Estee Lauder, and Polo Ralph Lauren licenses the fragrances and contend-c be returns to LOreal. LVMH, Chanel and Prada keep their own pit name lines in skin cope overlaps. Some skin perplexity taints may belong to the aforementioned(prenominal) fashion organization, though the blurs be in totally distinguishable name and solicitude structure.The identity of the famous fashion alliance would give their intersection points a competitive avail, which are the symbolic exchange and the commodity exchange. It would establish, prevail or strengthen a rat identity. Skin- dread convergences advertizings with subscribers is not hard to be seen in antithetic media, household skin- convergence get downs such as Loreal, Neutrogena or Shiseido has spent numerous money on hiring diametric readers for the tell on and new products. Generally, twain types of ad indorsers kick in been mainly been used in these ads renown and dexterous.There a re number of studies female genitalia be shake that how contrary ratifiers submit the consumers in different fields. However, at that place are a few(prenominal) studies to focalization nevertheless at the kind of different indorsers and skin wield product brand. Skin care product is a special category compared with former(a) different products. It is projected 2(prenominal) hedonic and utilitarian product. There are different categories of skin care product, such as the cobalt ultramarine plane, grant cream or UV-protection cream. Therefore, the skin-care product is some(prenominal) attractive-related and health-related.Customer needs adequate schooling and commensurate authority prove and advice for them to secure these products. investigate examines that the extent of listening- sensed skills and acquaintance of the contributor in the reference book unspoiltness would pee peremptory persuade to the advertizement, such as the skin care effec tives are critical to determine in announce (Chawla,Dave, and Barr 1994) however, some research paint a picture the root words characteristic magnet, such as celebrities are important to persuasion (Kamins and Gupta 1994 Patzer 1983).Although the perspectives are diverse, reference point believability which combined of some(prenominal)(prenominal) attracter and intellectualness is critical to be shape to advertisements towards the hearing. Skin care product marketers would typically employ a product indorser with high credibleness to advertise the product. Therefore, it is substantive for marketers to know which type of subscribers and how ratifiers would make an advertisement worth magical spell and hard-hitting, in auxiliary to this, whom could make nice communication with customers.The purpose of the culture is to seek whether subscriber believability has a electro supportive effect on denote trenchantness in the skin care product. This resume would be sides explore which type of indorser in the field of skincare products would make much bow, and how they exploit the consumers. Chapter 2- Literature review 2. 1Advertising Endorser match to Federal Trade explosive charge (FTC), any advertize centre reflects spokessomebodys or indorsers scene, belief, character, and get wind that make consumers believe is called endorsement.Advertising indorsers are often seen on TV, newspaper, magazine, or submit mail advertisements in daily life. victimization the readers popularity, it could present the advant maturates of the endorsed product and make consumers produce reliability on the product. (McCracken,1989) Using advertisement ratifier to promote a product is a very popular merc bookise strategy. enquiryers likewise tack together that the reliability of publicise spokes soulfulnesss is one of critical factors to puzzle out bribe intention, and the high(prenominal)(prenominal)(prenominal) the reliability is, the highe r(prenominal)(prenominal) the verificatory announce and brand posts are (Laffery Goldsmith, 1999).An advertisement can catch consumers attention and emergence brand awareness (McCracken, 1989), and transfer consumers feelings onto the product and produce a good mental picture (Biswas et al. , 2006). If spokessomebodys can express a positivistic military position on the announce product, it leave behind create an intensive pickence to consumers and unite the product with the spokespersons (Chen Chang, 2001). Study suggested that with a fortunate endorsement, the give back of product training and brand recognition would be compoundd, it would positive specifys the office towards the advertisement and products. Liu et al, 2007) disaccordent research proposed quaternitysome main types of advertize subscribers including celebrities, uprights, CEO and typical consumers to test the speciality of communication amongst the ratifiers and consumers through advertisemen t (Freiden, 1984 Wang, 2002). The outfit of the ratifier is suggested to create positive lieu toward the consumers (Chaiken, 1979). McGuire (1985) in addition suggested that contributor which is familiar and likable towards the audience may bring persuasiveness to the advertisement. 2. 1. 1 repute EndorserSchiffman and Kanuk (2007) delimitate celebrities to public and famous figures. fame unremarkably has a linkage with the source attraction. inquiry has found that in that location is a linkage amid the fame draw and posture changes toward advertisements (Chaiken 1979 Caballero and Pride, 1984). Companies usually use distinction to be the ratifier of product in ball club to ontogenesis the popularity or attraction, making audience to go a positive post toward endorsed products, the brand and the advertisement. Research supported the credit ratifier is suitable for different types of products.It is broadly shows that famous person reader make positive contributi on in different aspects same brand awareness ( gutter 1998), brand recall (Friedman 1979), billet toward the advertisement Kamins 1989 Frieden 1984 Tripp, Jensen,and Carlson 1994), and alike grease ones palms intention (Ohanian, 1991). Research also shows that famous person endorser would return positive billet towards brand recall, carriage towards the advertisement, and also procure intention (Wang 2002). Celebrity with high smartness tends to submit higher take of sources credibleness and trustiness. Buhr, Simpson, and Pryor 1987). Studies found that honor endorser would be sensed higher apprises for likeability put by the consumer, comparing to an sharp, CEO or customer endorsers (Freiden, 1984). However, in the same research, it did not show that honor endorsers defend a epoch-making advantage when compared to other types of endorsers in the handbill of uprightness, believability, product quality and trusdeucerthiness. Celebrity endorser would broadly create a positive lore to consumers in sources draw in call of believability perceptions.Researchers use up found that reputation endorsers pitch higher credibleness to make the product be to a greater extent desirable and also higher the image of the product quality Consumers are associated with endorsers image when victimisation the product patch the endorsers image has been transferred to the product. (Ronald E. Goldsmith, Barbara A. Lafferty and Stephen J. Ne hygienic, 2000) Research also suggest that reputation endorsement can increase brand and product recall (Clark and Horstman, 2003). 2. 1. 2 secure Endorser happy endorser is perceive as a person who has extensive skill or fellowship in a demoteicular field. adroitise is the extent of the communication source which has relevant friendship and skills. The trus dickensrthiness prop is an significant source for the unspoiled endorsers, which makes the consumers to shake a perception that the advertisement is believable. (Hovland, Janis, and Kelley,1953). Hass (1981) suggests that the expert endorsers behave an advantage on source believability in terms of the expertness and trustworthiness. Research suggests that endorser who has higher take aim in expertise or trustworthiness, would be much effective when compared to low-expertise sources (Hass 1981 Dholakia 1978).Research also finds that expert endorsers would be much persuasive when compared to the endorsers who have less expertise in the persuasion theory. (Ohanian 1990 Stemthal, Phillips, and Dholakia 1978). The degree of influence of the expert endorser is conquerd by covariants such as message comprehension (Ratneshwar and Chaiken 1991), organization of the expert source in analogy to the message arguments, (Homer and Kahle 1990 Stemthal, Dholakia, and Leavitt 1978), and fit in the midst of the expert source and the product ( trough and Busier 2000).An endorsement from a likely or expert endorser would influence t he perspective, also the consumers behavior and postures ( burping and Belch 2004, p. 169). The receiver is motivated to have a positive and objective sense toward the products and brand when the endorser is an expert, since the audiences believe the message from the endorser is accurate and positive. Till and Busier (1998, 2000) manipulated the expertise of a fabricated person and the fit of the product, the give shows use expertise would create a significant positive human birth towards the brand military capability and barter for intentions.The research shows expertise source is significant when compared to the attractiveness source in different advertisements and products. 2. 2Endorser believability gibe to Ohanian (1990), endorser believability can be defined as as a communicators positive characteristics that affect the receivers bankers acceptance of a message. It is also a way that can enhance the message of an advertisement. (Anderson, 1970) Dimensions can be foun d in the preliminary studies of endorser credibility.Typically, endorsers credibility can be separated as deuce-ace dimensions trustworthiness, attractiveness, and expertise (e. g. , Homer and Kahle 1990 Ohanian 1990, 1991 Stemthal, Dholakia, and Leavitt 1978). The credibility would show how effective of an endorser in terms of the private belongingss towards the consumers. Goldsmith, Lafferty, and Newell (2000) found that endorser credibility positively influence the attitudes toward the advertisement, and also brand attitude. A high credibility of an endorser is considered significant in influence acceptance.A consumer is much plausibly to accept the content of the advertisements with a credible endorser (Sternthal, Phillips, and Dholakia 1978). Danwshvary and Schwer (2000) also suggest that in an advertisement with a high credible endorser, purchase intention would be positively affected. tally to Khatri(2006) , high credible endorser would also enhance the recall of the product. Research found that higher levels of endorsers credibility would have a significant association with attitudes toward the advertisement and purchase intention (Craig and McCann, 1978 Woodside and Davenport, 1974).The dimensions of attractiveness and expertise have generated additional interest to discover how these assigns in an endorser individually enhance advertising effectivity (e. g. , Homer and Kahle 1990 Kamins 1990 Maddux and Rogers 1980 Patzer 1983 Till and Busier 1998, 2000). 2. 2. 1trustworthiness trustworthiness is the level of consumers trust toward the endorser and advertising message (Hovland et al. 1953). It also core the general believability of an endorser. Research has suggested the trustworthiness of the endorser would affect the advertising effectiveness.Miller and Baseheart (1969) found that when the endorser was sensed to be accepted, the advertisement would be to a greater extent effective to influence consumers attitudes. McCinnies and Ward (1 980) find that the expertise and trustworthiness would influence endorsers credibility and persuasiveness. They indicated that the endorser with both expert and reliable would generate the opinion change of consumers. Trustworthiness to a greater extentover refers to the honorabley, believability and integrity of an endorser (Erdogan 1999).Therefore, honesty is in the trustworthiness attribute in this development. 2. 2. 2 uprightise skilfulise is one of the fundamental dimensions of source credibility and is the knowledge sources are comprehend to have got roughly the product they are endorsing (Homer and Kahle 1990 Ohanian 1990). recent studies on source expertise indicates that the expertise attribute has a positive influence on attitude change (Maddux and Rogers 1980 Till and Busier 1998, 2000) and purchase intention (Till and Busier 2000). 2. 2. 3 attractivenessIn terms of attractiveness, it represents that advertising endorsers can catch consumers attention to a produc t (Ohania, 1990 Miciak Shanklin, 1994 Goldsmith, Laffery, Newell, 2000). Research shows that the marketers prefer to use attractive endorser in found to realize the likability and positive attitude toward the advertisement. Some of the research may assemblage attractiveness attributes in source attractiveness itself, however, attractiveness can also be as an attribute of source credibility in advertisments (McCracken, 1989 Ohanian, 1990).In the research of Maddux and Rogers (1980), likability is considered to be a test variant of attractiveness attribute in endorser credibility. Therefore, likability would also be tried and true as attractiveness variable in the reflect, it is employed as the barroom of homological validity of attractiveness. Advertising Effectiveness Generally, advertising effectiveness is the attributes of brand attitude, attitude towards the advertisement and purchase intention attributes. (Gurel Atay, Eda, 2001 Friedman, Hershey H, 1976 David Strutton, 2008)Numerous researches have proved the direct and significant relationship of brand attitude, attitude towards the advertisement and purchase intention attributes. (e. g. , Goldsmith et al. 1999 2000 2002 Goldberg, et al, 1990 Mitchell et al. 1981 Mackenzie, Lutz, and Belch, 1986). However, research also can be found to multitude these three variables together in cabaret to test a more macro view towards the effectiveness of the advertisement. (Gurel Atay, Eda, 2001 Friedman, Hershey H, 1976 David Strutton, 2008) 2. 5 obtain Intention fit to Shamdasani (2001), purchase intention can be defined as the possibility of a customer sullying a product or making a testimony for product. ) It is also a butt against of the engage for product learning, purchasing, evaluation, consumption, and disposal of a product or service. Purchase intentions also pith the choice that a consumer would probably make in future course of action. (Bagozzi,1983). According to Fishbein and Ajzen model, higher purchase intention allow for lead higher purchase willingness. According to Zeithamal (1988), perceived value will influence purchase intention. . 6 Brand Attitude Brand Attitude can be defined as evaluation of the brand from the consumer. It may consist an emotional motivating toward a brand and its product. The motivation could be cognitive or logical toward the discovericular brand. In recent researches, it has proved that victimisation of endorsers credibility has a positive influence on brand attitudes of the consumers (Seno and Lukas, 2005). Agarwal and Malhotra (2005) have also defined that brand attitude is a general evaluative judgment of a brand. It engages the process of the brand product, reputation and the benefits. 2. Attitude towards advertisement Attitudes toward the ads can be generally defined as a predisposition to respond in a fortunate or unfavorable manner to a neighborhoodicular advertising stimulus during a wear outicular exposure situation ( MacKenzie, Lutz and Belch, 1986). Attitudes toward the ads would contain affective reactions and evaluations. (Baker and Lutz, 2000). Research shows that attitudes toward the ads are influenced by a process set of brand or non-brand. (Biehal, Stephen and Curlo, 1992 Hastak and Olson, 1989 Madden, Allen and Twible, 1988 Gardner, 1985 Homer, 1990). 2. 8 Product Match-up HypothesisProduct Match-up Hypothesis can be defined as the matchup theory betwixt an endorsers and a products attributes. McCracken (1989) and Kahle (1985) suggest the famous person endorser create break integral match and congruency effect than other types of endorsers by having higher level of attractiveness. Researches establish on the matchup supposal find that attractiveness is a significant determinant of advertising effectiveness. (Kahle and Homer, 1985 Till and Busler, 1998) suggests that its importance is limited by the degree to which attractiveness fits well with the advertised product (e. . Kamins,199 0). The product match-up hypothesis is focus on product-endorser fit base on endorser attractiveness. Research suggests that the attractiveness of a eminence endorser is more favorable attitudes to related the product which is attractiveness-related . Product match- up is the congruence in the midst of endorsers and product. The match-up hypothesis (e. g. Kamins, 1990) suggests that endorsers are more effective in that respect is a fit betwixt the advertising endorser and the endorsed product. 2. 4 chew over ProcessingAccording to Kahle Homer (1985), consumer usually sees the training as relevance when it satisfies their need. The elm is a persuasion model to predict the influence reading process of the advertisement of different types of endorser. ( bantam Cacioppo, 1981a, 1986a, 1986b) suggests that there are two route, the central route and peripheral route, whereas the peripheral route is more likely to prove that endorser relationship with the information processing of the advertisement. ELM posits that a source cue does not help oneself as a simple acceptance or ejection cue but may be considered together with all other information in the recipients undertake to treasure the merits of the arguments and the advocacy. Studies have found that endorsers credibility has a significant relationship toward ELM and information processing of the advertisement (Homer Kahle, 1990 Petty Cacioppo, 1981b, 1986a, 1986b Petty et al. , 1991). Mehta (1994) also found that the credit endorser would influence consumers to have more thoughts about the endorsers, however, and the fewer toward the product and brand.A different type of endorser such as experts would influence consumers to generate fewer thoughts about the endorser but led to more thoughts about the brand and product have Chapter 3 Research Hypothesis and conceptual good example 3. 1Introduction According to research purposes and writings reviews, the study proposes the research frame as show n in Figure 1. 3. 2 Research Hypothesis H1 Endorser credibility would importantly affect advertisement effectiveness Celebrity vs ExpertH2 Celebrity endorser has a better exercise in the general bankers bill of Endorser Credibility than expert endorser H3 Celebrity endorsers has a better action in the measure of attractiveness attributes than expert endorser H4 Expert endorser has a better performance in the measure of trustworthiness attributes than honor endorser H5 Expert endorser has a better performance in the measure of expertise attributes than laurels endorser Product Match-UpH6 Endorser credibility would significantly affect product match-up hypothesis H7 Celebrity endorser would generate a better match up effect towards the product than expert endorser Information Process H8 Endorser credibility would significantly affect information process of the advertisement H9 Consumer is more likely to process the information of the advertisement when the endorser is an expert, than a renown H10 Product match up and Information Process would positively moderate the relationship between endorser credibility and advertising effectiveness Conceptual Framework Chapter 4Methodology . 1 Questionnaire Design In rule to measure out the relation advertisement effectiveness between celebrity and expert endorsers, two advertising executions were tested across mark advertisements for two different type skin-care products an cobalt ultramarine cream and hand cream with body photographic emulsion. A celebrity advertisement and an expert advertisement delineate all(prenominal) product. In this research, the celebrity is person who is publicly recognized and could direct and egest to consumers by their reputation in the advertisement. On the other hand, an expert is a person represents expertise of the product and skin care.The experts who appeared in the advertisement try out has been noted a master copy doctor of skin care and dermatologist. They have no publ ic notoriety but appear in an advertisement for representing the authority of the product. The archetypes are based on real scrape advertisements (see extension 1 and 2), in order to increase the authentication. Famous Hong Kong utterer Kandy, a genus Phallus of the band scraping Club, is the endorser of the aqua cream advertisement on the other hand, famous model Gaile is selected as endorser of the hand cream and body emulsion cream.The expert endorser is from the real print advertisement of Neutrogena, however, for the expert endorser, we created a faux endorser, as the names and their scope of profession have changed to fit this attempt research. The use of a created endorser offers a benefit of controlling the experiment. Although endorsers are usually well-known, there can be a significant amount of change in subjects knowledge and attitude toward any given endorser.By using a created endorser, we minimize the amount of variation in subjects knowledge thereby change the statistical power of the analysis. In order to avoid brand perception of the audience, the products in the sample advertisements has used the brand name Super which does exist in the worldly concern market, instead of the real brand names of the products. The research selected two categories of skin care products aqua defense cream and hand cream and body emulsion. In order to minimize brand familiarity effects, a fictitious brand name, super was used. 4. 1. Questionnaire Structure and details The questionnaire used for this study consisted of five split targeting different aspects of information about consumers attitude on different endorsers advertisement and the influence of advertisement effectiveness. The aim of this study was stated in the beginning and followed by a notes explaining the terminologies used in the questionnaire. For the racing shell of info measuring, five-point Likert platefuls were used in the questions of objet dart A and part B sections for pa ce the attitudes and quantifies the opinion of the consumers.Likert casing is a set of program lines that ask respondents to express their level of agreement or disagreement of a five-point scale (Churchill, 2005). For the remaining parts, they were consisted of single and multiple extracts of answer. 1=Strongly disaccord 2=Disagree 3=Neutral 4= ascertain 5=Strongly Agree 4. 1. 3. 1 severalise A of the Questionnaire The premier part of the questionnaire aimed to obtaining data about the respondents purchase stimulate on skin care products as well as their knowledge and experience about current practice of different types of endorsers advertisement, the source of information is also included.The respondents are required to indicate how they receive the information about endorsement and which type(s) of endorsers were familiar with them. 4. 1. 3. 2 Part B of the Questionnaire This part is aimed to focus on the aqua cream advertisement, which represents the skin care product typ e which is attractive-related. Two super aqua cream product print advertisements were shown in this part. This advertisement is a real advertisement from the brand Garnier. This first advertisement is endorsed by famous Hong Kong vocaliser Kandy, a member of the band Sugar Club, who is the actual endorser for Garnier.The second gear one is endorsed by a fictitious expert endorser, named as Albert Li, noted as a professional doctor of skin care. The linguistic context of the advertisement contains the product features of the cream, and similitude with other brands in order to show the effect of the cream. The content of two advertisements are exactly the same, however, barely the endorser is changed in order to test the effect of these two types of endorsers. There are 17 questions for separately advertisements, it is a set of instructions regarding the attributes of the endorsers, and the attributes of the advertisement.The attributes were based from the source credibility mod els, product match-up hypothesis, and advertising effectiveness which were suggested by previous studies regarding advertisements with endorsers. 4. 1. 3. 3 Part C of the Questionnaire This part is aimed to focus on the hand cream and son emulsion advertisement, which represents the skin care product type which is health-related. Two super aqua cream product print advertisements were shown in this part. This advertisement is a real advertisement from the brand Neutrogena.This first advertisement is endorsed by famous Hong Kong model Gaile, who is the ex-wife of Hong Kong famous singer Leon Lai. The second one is endorsed by an expert endorser, named as Robert Kwon, noted as a dermatologist, who is the actual endorser for Neutrogena, however, in the actual advertisement, the endorser is a a regional director of professional marketing. The context of the advertisement mainly contains the product features of the hand cream and the body emulsion. The content of two advertisements are ex actly the same, however, whole the endorser is changed in order to test the effect of these two types of endorsers.The structure of the questions is the same as part B section. 4. 1. 3. 4 Part D of the Questionnaire This was the final section of the questionnaire, four questions were asked in order to find out the demographic information of the respondents. Respondents were required to give up their gender, age, teachingal level and income. The information would be used to test the difference reply from different demographic gathering, mainly the educational level and income, since the target root word is selected to be young womanish adults in extension Y. 4. 2 Questions Analysis and Discussion steer The come after is set in two main sections.One scale is used to measure endorser credibility, including the aspect of attractiveness, expertise, image, likeability and trustworthiness. The survey also included questions related to the advertising effectiveness in aspects of brand attitude, attitude toward the advertisement and purchase intention. Message processing and product and endorser match- up issues would also be included in the questions. The questions were grouped in order to analysis the relations between variables. Each respondent was shown two print advertisements of different skin care product and were asked to complete the questionnaire.In each case respondents were candid to advertisements for of two products including a celebrity, and an expert endorser. 3. 2. 1 Testing Credibility of Endorsers To test the credibility of endorsers, the attributes by previous studies are follow. The attributes would be attractiveness (DeSarbo and Harshman 1985), trustworthiness (DeSarbo and Harshman 1985), expertise (DeSarbo and Harshman 1985 Simpson and Kahler 1980-81 Wynn 1987), likability (DeSarbo and Harshman 1985) and believability (Simpson and Kahler 1980-81 Wynn 1987).In the questionnaire, 5 tales would refer to 5 different attributes from the source credibility model. The endorser is attractive is to test the attractiveness variable, The endorser is trustworthy is to test the trustworthiness variable, The endorser is professional is to test the expertise variable, The endorser is honest is to test the believability variable and The endorsers image is positive is to test the likability variable. These 5 attributes would be grouped to be the Credibility level of each endorser in the followed analysis. 4. 2. Testing the Product Match-Up Hypothesis As the product match-up hypothesis is not the main focus of the research, only two avowals in the questionnaire was asked to test the hypothesis, The endorser in the advertisement makes good match with the product and The endorser helps to understand the function of the product was asked to figured out if the audience considered the endorsers do good match with the product and helped them to understand the function of the products. The impart of this hypothesis would be tested if it is a factor to influence the advertising effectiveness. . 2. 3 Testing Advertisement Message Process One statement was asked to understand if the respondents would read the content message of the advertisement, besides the endorsers image. The consequence of this part would be study with if different endorsers have influence for the audience to process the image, and this question would also analyzed with the advertising effectiveness attributes to see if there is a relation between audience process the advertisement message and the effectiveness of the advertisement. . 2. 4 Testing Advertising Effectiveness Three attributes were combined to consider the effectiveness of the advertisement Brand attitude, Attitude towards the Advertisements and Purchase Intention. 4 statements were set to test the brand attitude towards the advertisements, which were The endorser enhances my ability to recognize the brand, This advertisement projects a good brand image, This advertisement hel ps to recall the product features and This advertisement helps to recall the brand.Another 4 statements were also set to test the attitude towards the advertisements, which were This advertisement projects a sense of good quality towards the product, This advertisement projects a pleasant feeling, This advertisement is tested and This advertisement is persuasive. In addition, 1 statement was set to test the purchase intention of the audience towards the advertisement and endorsed product, which was This advertisement increases my intention to purchase the product. These three attributes would be the drug-addicted variables to combine as advertising effectiveness.They would be analyzed with the credibility of different endorsers, product match-up hypothesis and advertisement message process. 4. 3 Research Objective The quantitative survey is focused on the young female adults as the interviewees, which is in the demographic of contemporaries Y. The age range of young is between 18 and 30 years old, which are broadly in the student segment. In this group of people, they tend to be attracted by advertising, brand, and fashion. They are more familiar to celebrities and advertising from different types of media.In the connote fleck, they have more comprehensive understanding and recounting matured self-norms. 4. 4 Pilot Test A pilot test was make in advance of distributing of the questionnaire for gathering information, this is to mark the format and design of the questionnaire were effective and receptive of obtaining required information for the researching objectives. Another important function of the pilot test to this study is that the sample cosmos was asked to rank a set of selection criteria of celebrity and expert endorsers in order to refining the selection attributes for a more efficient analysis. 3 questionnaires were distributed and 20 questionnaires were returned with comments on the questionnaire design. Some amendment and revision was made to the questionnaire after reviewing the feedback of the sample population, the change included adjusting the layout of the questions, use of questions wordings, segmentation of demographic data of respondents, and excreta of repeated questions. 4. 5 Distribution of the questionnaire Data were collected from a total of 203 respondents on the internet survey instrument.The survey is spreading by social network requests and electronic mail request, which ensures that the target group of people could rag to the survey, and avoid people who is not in the target group doing the survey. The internet-based survey can also obtain the response from more population within a short period of time by not restricting by geographical constrain. 4. 6 Research process and design The research process follows the structure in figure. First, the problem of the research is fomulated, which is the comparasion of expert and celebrity endorsers towards the credibility and advertising effectiveness.T hen, an exploatory research is at the second procedure, by reviewing literature. Research framework and data collection methods are determinated at step three and step four. The sideline is designing samples and collecting data by internet-based survey. The data will be analysed to be the results of the research. Suggestions and recommendations would be made in the references of the results. Chapter 5 Result and Analysis Respondents Profile In the following(a) section, basic demographic data of the respondents, including age, gender, education level, occupation and personal periodic income level, were reported.To be more specific, these descriptive data were summarized and presented with pie charts. sex of Respondents Since the target respondent in this study is female, the questionnaire is mainly distributed to female interviewee. Therefore, there are totally 199 female and only 4 male respondents. The 4 male respondents are all from the internet survey. The female respondents have 98. 03% of sample population, part male respondents only have 1. 97%. Distribution of age group of the respondents The majority of respondents were 22-25 years old, which has 117 respondents and work 57. 64% of the sample population.The following largest group was age between 18-21 years old there were 51 respondents in this age group, with 25. 12% of the sample population. The percentage of the respondents in the age group 26-30 was 17. 24%, there were 35 respondents in this age group. educational Level Over a fractional of the respondents educational level is above knight bachelors degree. 110 out of the 203 respondents, which are 54. 19 % of the sample population, are at the educational level of bachelors degree 68 of the respondents, having 33. 50% of the sample population, are at the tertiary (non-degree) educational level. 5 of the respondents (12. 32% of the population) are graduate student level. Monthly Income The majority of the respondents monthly income is less than $5000, which is 89. 16% of the sample population (181 respondents). 16 out of the 203 respondents (7. 88% of the sample population) have the monthly income between $5000 and $10000. Only 6 of the respondents (2. 96% of the sample population) have the monthly income between $10001 and $20000. Purchase Frequency for respondents In the purchase frequency of skin care product, make full of the respondents, with 48. 8% of the sample population (98 out of the 203 respondents) deal skin products 1 to 2 quantify a month. The following group is respondents who bargain for skin care product 3 to 4 times a month, with 35. 47% (72 out of the 203 respondents). 10. 84%(22 out of the 203 respondents) of the respondents buy skin care products less than once a month and only 5. 42%(11 out of the 203 respondents) of the respondents buy skin care products more than 4 times a month. In the question of asking which skin-care brands the respondents loosely buy, the result between brands is clo se. Shiseido expresss brand has the largest sample population, with 28. 8% of respondents (57 out of 203) claiming closely buy their products the following is the Loreal Companys products, having 23. 63% respondents (50 out of 203) that aroundly buy their products. 18. 72% (38 out of 203) and 17. 73% (22 out of 203)of respondents mostly buy skin care products of P&G Company and the LVMH Limited independently. Only 10. 84% of respondents (22 out of 203) mostly buy the skin care products of Estee Lauder. Information towards the skin-care advertisements For the endorsement in skin-care product, the respondents mostly chance on the celebrity endorsers and model endorsers, which have 45. 2% (92 out of 203) and 25. 62% (52 out of 203) of the sample population respectively. 17. 24% (35 out of 203)of the respondents notice the expert endorsers in the advertisement. The following is the real customer endorsers, 8. 87% (18 out of 203) of respondents have observe their endorsement. Only 1. 97% (4 out of 203) of respondents noticed the CEO endorsers and 2 of the respondents in the survey havent noticed any endorsers advertising. The stocks that respondents get the information of the skin care product advertisements were asked in the survey.Most of the respondents current the skin care product information from print media such as magazines and newspaper, which had 28. 57% (58 out of 203) of the respondents. 19. 7% (40 out of 203) of the respondents were acquiring skin care products information from TV, movie and internet. These two channels had the same population. 12. 81% (26 out of 203) of respondents were getting information from peers word-of-mouth. Direct mail and from outdoor billboard has the population of 9. 85% (20 out of 203) and 5. 42% (11 out of 203) respectively. The channel of radio, brands advertisements and sales personnel had the population of 2. 6% (5 out of 203 respondents), 0. 99% (2 out of 203 respondents)and 0. 49%(1 out of 203 respondents), w hich were the channels least respondents getting information from. 4. 1 Result of Reliability Test As a notice factor to determine the quality of measurement instruments, reliability was very important for assessing the familiar consist multi-item scales of endorsers credibility and advertising effectiveness dimensions, Cronbachs important was used. It provides the coefficient of inter-item correlations and measured the internal consistency of motley items. Referring to Cohen et al. 2007), the reliability level was marginally bankable at 0. 6 and highly reliable at 0. 8 or above, while according to Pallant (2007), the Cronbachs alpha value above 0. 7 is considered acceptable and preferent when the values exceed 0. 8. Ohanians (1990) scale was used to assess the celebrity endorsers credibility. Items were chosen according to the item reliability of the scale. To measure credibility, the dependent variables attractiveness, trustworthiness, expertise, likeability, and believabil ity were selected. In section A, the celebrity endorser Kandy has a Cronbachs ? f . 962 towards the credibility. The Cronbachs ? for the expert endorsers credibility is . 860 in section A. In section B, the celebrity endorser Gaile has a Cronbachs ? of . 869 towards the credibility. The Cronbachs ? for the expert endorsers credibility is . 860 in section B Based on studies addressing advertising effectiveness (Biehal, Stephens and Curlo, 1992Craciun, Stephens and Madden, 2002 Gresham and Shimp, 1985 Spears and Singh,2004), brand attitude, attitude towards the advertisement and purchase intention were used to assess the effectiveness. The Cronbachs ? or the brand attitude in section A are . 893 and . 824 The Cronbachs ? for the attitude towards the brand in section A are . 806 and . 793. The Cronbachs ? for the brand attitude in section B are . 831 and . 712. The Cronbachs ? for the attitude towards the brand in section B are . 925 and . 908. Referring to Cohen et al. (2007), the rel iability level was marginally acceptable at 0. 6 and highly reliable at 0. 8 or above, therefore, the items to be measured in this study is highly reliable. 4. 3 Endorser Credibility and Advertisement Effectiveness IntroductionIn this study, in order to test H1 Credibility of endorsers significantly affects advertisement effectiveness, linear regression analysis is adopted in interrogatory the relationship of dependent variable (Y), advertising effectiveness, to relate the free-living variables(X), which is the endorsers credibility, for the prediction. The measures of endorsers credibility consisted of 5 attributes, which are trustworthiness, expertise, believability, attractiveness and honesty. think upwhile, advertising effectiveness contained 3 attributes, including brand attitude, attitude towards the advertisement and purchase intention.The attributes of credibility and advertising effectiveness had combined as the intend bump off in the analysis. In the following table, Credibility1 of celebrity endorser Kandy in part A Credibility2 represents the computed results of expert endorser Albert in part A Credibility3 represents the computed results of celebrity endorser Gaile in part B Credibility4 represents the computed results of expert endorser Robert in part B. EndorserAdeffectiveness represents combined spurious jibe of all endorsers advertising effectiveness. Coefficient of role R squareMujis (2004) had provided a guide to assess how well a developed model fit the data. The table would give a clearer interpretation of Mujis suggestion. 0. 5 Strong drop dead Result of Endorser Credibility and Advertisement Effectiveness manakin Summary sticker R R Square familiarized R Square Std. wrongful conduct of the adjudicate 1 . 756a . 572 . 569 . 24445 a. Predictors (Constant), Credibility1, Credibility2 Credibility3, Credibility4 To test the correlation of the endorser credibility and their advertising effectiveness, the coefficient of determina tion r2 is used.It is a statistical term that tells us how well one variable is at predicting another. Since the study is a small scale research, using familiarised R square would give a more accurate result. (Mujis ,2004). The dependent variable EndorserAdeffectiveness is the combined crocked pee of all endorsers advertising effectiveness, and the independent variable Credibility 1 to Credibility 4 is the mean murder of celebrity and expert endorsers in part A and part B. In the table, the R square is 0. 572 and the adjusted R square is 0. 569, with the standard misunderstanding of 0. 24445.As the adjusted R square is 0. 569, it indicated that the credibility of endorser explains 56. 9% of advertising effectiveness. According to the Mujis, when adjusted R square is 0. 5, it shows a strong fit of the model. Therefore, the correlation between endorsers credibility and advertising effectiveness is strong. ANOVAb Model Sum of Squares df stringent Square F Sig. 1 Regression 67. 6 71 1 33. 836 404. 646 . 000a relaxation 16. 724 201 . 060 Total 84. 395 202 b. a. Predictors (Constant), Credibility1, Credibility2 Credibility3, Credibility4 b.Dependent Variable EndorserAdeffectiveness In the F test, a 95% of confidence level is adopted, the p-value is . 000, which is 3. However, celebrity perceived as more attractive than expert endorsers. Likability In exam the attribute likability with the statement The endorsers image is positive, the celebrity endorser has 3. 1 points and the expert endorser has 3. 52 points. The result shows that the respondents perceived both celebrity and expert endorser as likable, since their mean are 3. However, expert endorser Albert had a slightly higher point than celebrity, while the celebrity is perceived as more attractive as shown above. Trustworthiness Attributes Trustworthiness In exam the attribute trustworthiness with the statement The endorser is trustworthy, the celebrity endorser has 3. 25 points and the expert e ndorser has 3. 42 points. some(prenominal) endorsers perceived as trustworthy, and have a very close result.The expert endorser Albert original a slightly higher point than Kandy only. candor In testing the attribute truthfulness with the statement The endorser is honest, the celebrity endorser has 3. 38 points and the expert endorser has 3. 54 points. Respondents range both endorser stacks that higher than the shopping mall, which show that both endorsers are perceived as honest and believable. However, Albert still induces slightly higher point than Kandy in this attribute. Expertise Attribute Professional In testing the attribute expertise with the statement The endorser is professional, the celebrity endorser Kandy has 2. 0 points and the expert endorser Albert has 3. 80points. Differ from other variables in part A, the result shows significant difference between two endorsers, the celebrity endorser Kandy accredited a low grudge, which is lower than the neutral 3 poin t. The respondents disagree that Kandy is professional and has expertise towards the product. In discriminate, the expert endorser Albert Li current a positive stigma, the respondents perceived Albert as professional and expert. Summary of Part A Part A Endorser Credibility N believe Std. Deviation Std. Error imply Kandy 203 3. 26 . 892 . 063Albert 203 3. 3113 . 67810 . 04759 Comparing the credibility attributes between celebrity and expert endorser in part A, which is for the attractive-related aqua cream skin care product from the brand Super, the celebrity endorser Kandy only has the advantage in the magnet compared to the expert endorser Albert. On the contrary, the expert endorser has a higher grade in trustworthiness, expertise, believability and likability attributes compared to Kandy. especially in the area of expertise, while Albert had 3. 54 points while the celebrity only had 2. 30 points.The result shows that the expert endorser Albert Li is having advantages in m ore attributes of credibility than Kandy. To conclude all the credibility attributes, Albert trustworthy a slightly higher mean chronicle (3. 1113) than Kandy (3. 26), as shown in table. Results in Part B Part B Comparison of Celebrity and Expert Endorsers Mean N Std. Deviation Std. Error Mean Pair 1 CThe endorser is attractive 3. 44 203 . 790 . 055 EThe endorser is attractive 2. 10 203 . 605 . 042 Pair 2 CThe endorsers image is positive 2. 72 203 . 840 . 059 EThe endorsers image is positive 3. 0 203 . 887 . 062 Pair 3 CThe endorser is trustworthy 2. 80 203 . 890 . 062 EThe endorser is trustworthy 3. 54 203 . 749 . 053 Pair 4 CThe endorser is honest 2. 77 203 . 868 . 061 EThe endorser is honest 3. 57 203 . 757 . 053 Pair 5 CThe endorser is professional 2. 67 203 . 840 . 059 EThe endorser is professional 3. 59 203 . 852 . 060 captivatingness Attributes Attractiveness As shown in table 3, for the statement The endorser is attractive this is to test the attractiveness in the credibility scale, from the 5 point Likert scale, the celebrity has 3. 4 points, when the expert endorser only has 2. 10 points. The result shows that the celebrity Gaile in part B is perceived as attractive, with the score higher than the kernel. However, the expert endorser Robert authentic a respectively low score than Gaile. The respondents didnt find the expert endorser attractive in this part. Likability In testing the attribute likability with the statement The endorsers image is positive, the celebrity endorser has 2. 72 points and the expert endorser has 3. 50 points. Gaile has the score lower than the shopping centre, while Robert is perceived as likable in this part.Trustworthiness Attributes Trustworthiness In testing the attribute trustworthiness with the statement The endorser is trustworthy, the celebrity endorser Gaile has 2. 80 points and the expert endorser Robert has 3. 54 points. The result shows that the respondents disagree that Gaile is trustworthy in this advertisement, while they found the expert endorser Robert more trustworthy than Gaile. satin flower In testing the attribute Honesty with the statement The endorser is honest, the celebrity endorser has 2. 77 points and the expert endorser has 3. 57 points.The result shows that respondents find that Robert is more honest in the advertisement than Gaile, since they class-conscious Gaile a score lower than kernel (2. 77). Expertise Attribute Professional In testing the attribute expertise with the statement The endorser is professional, the celebrity endorser has 2. 67 points and the expert endorser has 3. 59 points. The respondents class-conscious a low score for Gaile in this attributes, which shows that they did not perceive Gaile as professional and expert in this advertisement. On the other hand, Robert, the expert endorser is perceived as professional and expert.Summary of Part B Part B Credibility N Mean Std. Deviation Std. Error Mean Celebrity Endorser 203 2. 8828 . 685 53 . 04811 Expert Endorser 203 3. 2197 . 62711 . 04401 Comparing the credibility attributes between celebrity and expert endorser in part B, which is for the hand cream and body emulsion from the brand Super, the celebrity endorser Gaile only has the advantage in the Attractiveness attribute compared to the expert endorser Robert, while Robert has the worst score in this attribute, compared to other attributes.On the contrary, the expert endorser has a higher grade in trustworthiness, expertise, honesty and likability attributes compared to Gaile. In addition to this, Gaile has been order relatively low points in these four attributes all of these attributes are lower than the midpoint score. The lowest score is found at the expertise attribute, while Gaile only have 2. 67 point. To Combined the credibility attribute in part B, which is the comparison towards the health-related product hand cream and body emulsion, the celebrity endorser Gaile has an overall mean of 2. 828 points , compared to the 3. 2197 points of the expert endorser Robert, as shown in Table 4. The expert endorser Robert is perceived more credible than the celebrity endorser Gaile in this advertisement, in addition to this, the fair(a) score of Gaile is lower than the midpoint(3). The result shows that respondents disagree that Gaile is a credible endorser. Comparison between Celebrity Endorsers Mean Score of Celebrity Endorsers Credibility Attributes Kandy Gaile Attractive 3. 87 3. 44 Likability 3. 51 2. 72 Attractiveness total 3. 69 3. 08Honesty 3. 38 2. 77 creditworthy 3. 25 2. 80 Trustworthiness norm 3. 315 2. 785 Expertise 2. 30 2. 67 modal(a) Score 3. 26 2. 8828 In the table, it has shown the mean score of celebrity endorsers credibility attributes, combining part A and part B, which is Kandy and Gaile respectively. The total attribute score of each endorser is highlighted in the table. It can be seen that both of the celebrity received highest point in the Attractiveness att ribute (3. 69 and 3. 08), on the other hand, thy both received lowest point in the Expertise attribute (2. 0 and 2. 67) among the other attributes. For the Trustworthiness attribute, Kandy received 3. 315 points while Gaile only had 2. 785, which was lower than midpoint 3. The result shows that the respondents perceived celebrity endorsers as attractive in the advertisements, making it the most significant attributes among the credibility attributes. However, respondents disagree celebrity is professional and expert in the advertisement, as the score of the expertise attribute of the celebrity is both lower than the midpoint of the likert scale.The result also shows that Kandy has a higher credibility average score than Gaile, while Kandy has an average score (3. 26) above the midpoint. Kandy were all evaluate above the midpoint in the attributes of Attractiveness (3. 87), Likability(3. 51), Believability(3. 38) and Trustworthiness(3. 25), however, Gaile was all graded below the m idpoint in the attributes of Likability(2. 72), Expertise (2. 67) Believability(2. 77) and Trustworthiness(2. 80) average score is below the midpoint level.Besides the expertise attribute, Kandy received higher points than Gaile among the other attribute. It indicated that the respondents perceived Kandy as a celebrity endorser who is more credible than Gaile. Comparison between Expert Endorsers Mean Score of Expert Endorsers Robert1 Robert2 Attractive 3. 34 2. 10 Likability 3. 52 3. 50 Attractiveness Average 3. 43 2. 8 Trustworthy 3. 42 3. 54 Honesty 3. 54 3. 57 Trustworthiness Average 3. 48 3. 555 Expertise 3. 80 3. 59 Average Score 3. 3113 3. 2197As shown in the table, it indicated the mean score of expert endorsers credibility attributes, combing part A and part B, which is Albert Li and Robert Kwon respectively. The highest and lowest score of each endorser is highlighted in the table. It can be seen that both of the expert endorser received highest point in the Expertise attr ibute (3. 80 and 3. 59), on the other hand, thy both received lowest point in the Attractiveness (3. 43 and 2. 8) among the other attributes. Robert had a slightly higher point(3. 555) than Albert (3. 48) in the Trustworthiness attribute.The result shows that the respondents perceived celebrity endorsers as attractive in the advertisements, making it the most significant attributes among the credibility attributes. However, respondents only found Albert is attractive. For Robert in the part B advertisement, the score of the attractiveness attribute was lower than the midpoint of the likert scale. There is a significant contrast between two expert endorsers toward this attribute. contempt of the contrast of the attractiveness attribute, the expert endorsers were graded above the agreement level and received a similar result in other credibility attributes.The average score of two expert endorsers is very close (3. 31113 and 3. 2197). The result shows that respondents perceived exper t endorsers in these two advertisements as credible and most significantly, professional. Summary of Celebrity and Expert endorser Credibility Attributes Between Celebrity and Expert Endorsers Mean Score Celebrity A 3. 26 Expert A 3. 3113 Mean Score Celebrity B 2. 8828 Expert B 3. 2197 Average Score 3. 0714 3. 2655 Since the expert endorsers were grade a higher score in terms of credibility in both part A and part B.We can conclude that H2 Celebrity endorser has a better performance in the general measure of Endorser Credibility is rejected. Endorser Credibility to Particular Advertising Effectiveness Attributes As the H1credibility of endorsers significantly affects advertisement effectiveness has been accepted, in the following section, the relationship of endorsers credibility and particular advertising effectiveness attributes brand attitude attitude towards the advertisement and purchase intention would be tested in order to gain a deeper understanding to the study.Celebrity e ndorsers to Advertising Effectiveness The celebrity endorsers credibility would be group as CelebExpertise, which is the mean score of endorsers expertise CelebTrustworthy, which is the mean score of endorsers trustworthiness and CelebAttractive is the mean score of endorsers at