A STUDY ON EFFECTIVENESS OF MULTIPLE AND SINGLE CELEBRITY ENDORSEMENT ON CONSIDERABLE PRODUCT ADVERTISEMENTS IN CHENNAI PERCEPTIVE, INDIA

A. Pughazhendi, Dr. K. Antony Baskaran, M. R. Prakash and R. N. Balamurugan
Additional contact information
A. Pughazhendi: Research Scholar PSG Institute of Management, (PSG Institute of Technology),Coimbatore – 641 004
Dr. K. Antony Baskaran: Assistant Professor, PG & Research Department of Commerce, Sacred Heart College, Tirupattur - 635 601
M. R. Prakash: Research Scholar, Vel Tech Ranga Sanku Arts College, Chennai – 600 062
R. N. Balamurugan: Research Scholar, PSG Institute of Management, (PSG Institute of Technology), Coimbatore -641 004

Far East Journal of Psychology and Business, 2012, vol. 6 No 3 Paper 2 March, issue 2, 11-18

Abstract: The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management. The advertisers see this as an opportunity to grab and work on so as to expand their operations and promote their product. The purpose of this study is to explore the perceptual difference of consumer towards single celebrity endorsement and multiple celebrity endorsement more than one celebrity in a single advertisement for high and low involvement products and services. Questionnaires were administered on a sample of three hundred university students to assess the impact of multiple and single celebrities endorsement with respect to High and low involvement products. Four print media advertisements, two advertisements, one multiple and one single celebrities are taken from low involvement products and two advertisements, one single and one multiple celebrities advertisements were taken from high involvement products. The results showed that the attitudes toward advertisements, attitude toward brand and purchase intentions are more positive for multiple celebrities ad which belong to low involvement category while for high involvement product category attitude toward advertisements, attitude toward brand and purchase intention showed no significant difference for multiple and single celebrity advertisements.

Keywords: Multiple and single celebrity endorsement; Attitute towards advertisement; brand; and purchase intentions; Considerable products and services. (search for similar items in EconPapers)
JEL-codes: M1 (search for similar items in EconPapers)
Date: 2012
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.fareastjournals.com/files/FEJPBV6N2P2.pdf (application/pdf)
http://www.fareastjournals.com/archive_detail.aspx?jid=18&aid=19 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:fej:articl:v:6c:y:2012:i:2:p:11-18

Access Statistics for this article

More articles in Far East Journal of Psychology and Business from Far East Research Centre
Bibliographic data for series maintained by Jim Chau ( this e-mail address is bad, please contact ).