Celebrity Endorsement
European Journal of Scientific Research ISSN 1450-216X Vol.58 No.1 (2011), pp.116-132 © EuroJournals Publishing, Inc. 2011 http://www.eurojournals.com/ejsr.htm
Investigate the Impact of Celebrity Endorsement on Brand Image
Bardia Yousef hakimi Faculty of Management, Multimedia University, Cyberjaya, Malaysia E-mail: Bardia_hkm@yahoo.com Tel: +60174152606 Abed Abedniya Faculty of Management, Multimedia University, Cyberjaya, Malaysia E-mail: Abed.abedniya@gmail.com Tel: +60126808177 Majid Nokhbeh Zaeim Faculty of Management, Multimedia University, Cyberjaya, Malaysia E-mail: Majid.Zaeim@gmail.com Tel: +60173587896 Abstract Nowadays, celebrity endorsement is used more than ever before in companies’ sales strategies and marketing campaigns. Generally the types of celebrities who are used to endorse products are music artists, movie stars, and also famous athletes and sportsmen. This study sets out to find the amount of influence that celebrity endorsers have on customers and also the brand image as a whole. To reach this goal, there are five research questions mentioned that will help us come to a conclusion about celebrity endorsement. As there have been few academic literatures on the topic of the effectiveness and usefulness of celebrity endorsement in the field of advertising, I set it as the main goal of my studies to investigate the influence of celebrity endorsement as a promotional technique in Malaysia’s markets, by studying how much Malaysian consumer behaviors are effected by celebrity endorsement, and discovering the factors of celebrity endorsement that can affect the brand image. To appropriately gain the results required and, a questionnaire was distributed to a target group of consumers between the ages of 18 and 33 years old. This group of consumers came specifically from Multimedia University. The data collected from the surveys were studied, analyzed and utilized to come to suitable conclusions, which were ultimately used to find out whether
Investigate the Impact of Celebrity Endorsement on Brand Image
Bardia Yousef hakimi Faculty of Management, Multimedia University, Cyberjaya, Malaysia E-mail: Bardia_hkm@yahoo.com Tel: +60174152606 Abed Abedniya Faculty of Management, Multimedia University, Cyberjaya, Malaysia E-mail: Abed.abedniya@gmail.com Tel: +60126808177 Majid Nokhbeh Zaeim Faculty of Management, Multimedia University, Cyberjaya, Malaysia E-mail: Majid.Zaeim@gmail.com Tel: +60173587896 Abstract Nowadays, celebrity endorsement is used more than ever before in companies’ sales strategies and marketing campaigns. Generally the types of celebrities who are used to endorse products are music artists, movie stars, and also famous athletes and sportsmen. This study sets out to find the amount of influence that celebrity endorsers have on customers and also the brand image as a whole. To reach this goal, there are five research questions mentioned that will help us come to a conclusion about celebrity endorsement. As there have been few academic literatures on the topic of the effectiveness and usefulness of celebrity endorsement in the field of advertising, I set it as the main goal of my studies to investigate the influence of celebrity endorsement as a promotional technique in Malaysia’s markets, by studying how much Malaysian consumer behaviors are effected by celebrity endorsement, and discovering the factors of celebrity endorsement that can affect the brand image. To appropriately gain the results required and, a questionnaire was distributed to a target group of consumers between the ages of 18 and 33 years old. This group of consumers came specifically from Multimedia University. The data collected from the surveys were studied, analyzed and utilized to come to suitable conclusions, which were ultimately used to find out whether