A Comparison of Celebrity and Expert Endorsers on Advertising Effectiveness

Table of Contents
Acknowledgement
Abstract
Table of Contents

Chapter One: Introduction 1.1 Background to Topic 1.2 Fashion Field and Skin care Product
Chapter Two: Literature Review
2.1 Advertising Endorser
2.1.1Celebrity
2.1.2 Expert
2.2 Endorser Credibility
2.2.1 Trustworthiness
2.2.2 Expertise
2.2.3 Attractiveness
2.3 Advertising Effectiveness
2.3.1 Brand Attitude
2.3.2 Attitude towards advertisement
2.3.3 Purchase Intention
2.4 Match-up Hypothesis
2.5 Information Processing of the Advertisement
Chapter Three:
Chapter Four: Methodology.
4.1 Quantitative Research
4.2 Questionnaire Design
4.3 Pilot Test
4.4 Data Analysis Techniques
4.4 Testing Credibility of Endorsers
4.5 Testing the Product Match-Up Hypothesis
4.6 Testing Advertisement Message Process
4.7 Testing Advertising Effectiveness
Chapter Five: Findings and Analysis
5.1 Result of Reliability Test
5.2 Results of Credibility of Endorsers
5.3 Results of Testing the Product Match-Up Hypothesis
5.4 Evaluation Impact on Advertisement Message Process
5.5 Evaluation Advertising Effectiveness
Chapter Six: Discussion and Conclusion
Appendix
References

Chapter 1---Introduction

Chapter 1---Introduction
In designing an advertising campaign, an influencing persuasion is an important factor, product endorsers is significant towards the transmission of message between the brand and consumers and they often contribute to an advertisement 's persuasiveness for many consumers. Advertising endorser is one of promotional strategies which are often seen in daily life. Its main purpose is to use a famous, professional or attractive endorser to grab consumers’ attention in a short period of time, in order to increase the effectiveness of the advertisement. It is important for endorsers to achieve the object of communication with consumers.
Research finds that advertisements with a reliable endorser could attract consumers’ attention, raise brand awareness, and

References: The outfit of the endorser is suggested to create positive attitude toward the consumers (Chaiken, 1979). McGuire (1985) also suggested that endorser which is familiar and likable towards the audience may bring persuasiveness to the advertisement. 2.1.1Celebrity Endorser Schiffman and Kanuk (2007) defined celebrities to public and famous figures 2.2Endorser Credibility According to Ohanian (1990), endorser credibility can be defined as "as a communicator 's positive characteristics that affect the receiver 's acceptance of a message" 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). Trustworthiness moreover refers to the honesty, believability and integrity of an endorser (Erdogan 1999). Therefore, honesty is in the trustworthiness attribute in this study. 2.2.2Expertise Expertise is one of the fundamental dimensions of source credibility and is the knowledge sources are perceived to possess about the product they are endorsing (Homer and Kahle 1990; Ohanian 1990) 2.2.3 Attractiveness In terms of attractiveness, it represents that advertising endorsers can catch consumers’ attention to a product (Ohania, 1990; Miciak & Shanklin, 1994; Goldsmith, Laffery, & Newell, 2000) Some of the research may group attractiveness attributes in source attractiveness itself, however, attractiveness can also be as an attribute of source credibility in advertisments (McCracken, 1989; Ohanian, 1990). In recent researches, it has proved that using of endorsers credibility has a positive influence on brand attitudes of the consumers (Seno and Lukas, 2005)