Impact of advertisement by celebrities on Customers purchase behavior in MalaysiaByNAKISA ROSTAMIANA project paper submitted in part fulfillment of the requirements for the degree in Master of Arts in Communication (Communication in advertising) Limkokwing University of Creative TechnologyNOVEMBER 2018ACKNOWLEDGEMENT I wish to express my deep gratitude to and respect the Dr,Akeem my supervisor in this study was support and give me advice when I worked on this study. Its orientation is the reason why I could get an idea so this research.
DEDICATION I am so grateful to my family and My Dear Behnam who supported me and encouraged me throughout my life and study. I am proud to Them, they have always loved and helped me during all these years. Encouragement made me work on this study in a good situation.Thank you to all my friends who have shared their knowledge with me while I was a student at the university.ABSTRACT Attracting customers to a brand, product or service is a very vital matter for every company or organization. Nowadays there are many different strategies which can attract customers toward a brand; one of these strategies is celebrity advertisement. People have different views over celebrities and as long as celebrities are important people in society, they can influence others and when it comes to a marketing point of view, companies advertise them to transfer their credit to their products or brands. The main aim of this study is to understand whether celebrity advertisement strategy has any effect on customers in the capital city of Malaysia, Kuala Lumpur and on the other hand to find out if these effects are positive toward the customer purchase behavior.
Researcher wants to examine the factors of celebrity’s characteristics which can influence customers and their behavior toward brands and products. This study examines four different dimensions of celebrity’s characteristics such as credibility, attractiveness, expertise and the match-up between celebrity and the product/service. According to the results, the researcher wants to recommend to other researchers clues to improve this strategy and suggest new opportunities for future studies. A structured questionnaire was designed to gather data from samples to help the researcher find the answer to research questions in this scope. Finding of this information can help the researcher find the relationship between dependent and independents variables of the conceptual framework.
Data was collected and analyzing its results showed that all four dimensions have a positive effect on customers purchase behavior in Kuala Lumpur of Malaysia, therefore this strategy is a useful marketing strategy to attract customer?s attention toward product/brand in this country. TABLE OF CONTENTS Page DECLARATION 2 ACKNOWLEDGEMENTS 3 DEDICATION………………………………………………………………………………………….…….3 ABSTRACT……………………………………………………………………………………………….….
4 TABLE OF CONTENTS. 5CHAPTER 1 INTRODUCTION………………………………………………………………………….121.1 Introduction………………………………………………………………………………………….12 1.
2 Background of Study 121.3 Problem Formulation 111.4 Research Questions 151.5 Research Objectives 151.6 Significance of the Study 151.
7 Scope of the Research 161.8 Outline of the Study 17CHAPTER 2 LITERATURE REVIEW 192.1 Foreword 192.2 Celebrity Advertisement 192.3 Celebrity Advertisement and 21st Century 212.
4 Gap between Reality and Image 22 2.5 Advantages and Disadvantages of Celebrity Advertisement Strategy 21 2.6 Benefits of Using Celebrity Advertisement 26 2.6.
1 Draw Attention….. 26 2.6.2 Improving Image 26 2.6.3 Brand Introduction 26 2.6.4 Repositioning the Brand 27 2.7 Risks of Celebrity Advertisement 27 2.7.1 Possible Negative Publicity 282.7.2 Overshadowing 282.7.3 Overexposure 292.7.4 Overuse 292.7.5 Extinction 292.7.6 Financial Risk 302.7.7 Reducing Risk of Celebrity Advertisement 302.8 ROI and Celebrity Advertisement 312.9 Dead Celebrities 312.10 Celebrities Advertisement and Consumers Buying Behavior 322.11 Athletes as Advertisers 332.12 Professional Advertisers and Celebrity Advertisement 352.13 Theory of Source Characteristic 362.13.1 Source Credibility 372.13.2 Source Credibility – Expertise 382.13.3 Source Credibility – Trustworthiness 392.13.4 Source Attractiveness 402.13.4.1 Source Attractiveness – Similarity 402.13.4.2 Source Attractiveness – Likeability 412.13.5 Source Power 422.14 Match Up 422.15 The Elaboration Likelihood Model 432.16 McCracken Culture Meaning Transfer Theory 442.16.1 First stage: Meaning Acquisition/Culture 452.16.2 Second Stage: Advertisement 452.16.3 Third Stage: Consumption 462.17 AIDA Model 472.17.1 Celebrity Advertisement Brand Equity Model 472.17.2 Co-Branding and its Impact on Brand Equity 482.18 Factors of Co-Branding that Affect Consumer Based Brand Equity 492.18.1 Congruency 492.18.2 Celebrity Attractiveness 502.18.3 Celebrity Credibility 502.19 Relation of Social Influence and Celebrity Advertisement 50 2.20 Multiple Celebrity Advertisement 51 2.21 Gender and Age of Celebrity 51 2.22 Proposed Conceptual Framework 52 2.23 Summary 53CHAPTER 3 RESEARCH METHODOLOGY 553.1 Foreword 553.2 Research Design 553.3 Proposed Conceptual Framework 563.3.1 Independent Variables 573.3.2 Dependent Variable 573.4 Hypothesis Development 573.5 Research Instrument 583.5.1 Questionnaire Design 583.5.2 Sampling 593.6 Sources of Data 603.6.1 Primary Data 603.7 Pre-test Sample/Pilot Study 603.7.1 Reliability 613.8 Summary 62CHAPTER 4 ANALYSIS OF DATA 634.1 Introduction 634.2 Demographic of Respondents 634.2.1 Respondents? Age 644.2.2 Respondents? Gender 654.2.3 Respondents? Race 664.2.4 Respondents? Marital Status 674.2.5 Respondents? Level of Education 684.2.6 Respondents? Monthly Income 694.3 EFA/Exploratory Factor Analysis 704.4 KMO and Bartlett?s Test 704.4.1 Attractiveness 714.4.2 Credibility 724.4.3 Expertise 724.4.4 Match 734.5 Reliability 734.6 Multiple Regressions 754.7 Residual Analysis 794.8 Hypothesis Testing 814.9 Conclusion 82
