| dc.description.abstract | Nowadays, celebrity endorsement is one of the strategies which companies apply for their advertisements. This trend has been become popular in every industry in general, and in cosmetic industry in specific. Some researchers have showed that the advertisement using celebrity endorser brings many benefits to the companies. Those advertisements can attract customers’ attention, enhance brand awareness, have effects on customers’ purchase intention, then increase sales for the companies, and ultimately increase the market share. Therefore, this study aims to identify which characteristic of celebrities contributes the most important role in the effective advertisement by using the source credibility model (Ohanian, 1990). They included the trustworthiness, expertise and attractiveness. This study also examines the preference and perception of different gender on the advertising effectiveness using celebrity endorsement.
To gain the research objectives, the qualitative and quantitative method have been applied to investigate the topic. In general, this study shows that attractiveness and expertise are the most significant factors of celebrity endorsers which have positive effect on the advertisements. Moreover, the research finds out that both male and female tend to have the same perception and preference toward the advertisement using celebrity endorsement. Generally, the effect of celebrity endorsement is found to have direct impact on consumers’ purchase decision, so it is still an effective way to increase the effectiveness of advertisement. Then, this study also suggests some criteria for selecting the celebrity endorsers with the right attributes for their products. Thus, companies are recommended to conduct sufficient research in order to generate the best effect of a celebrity endorsement.
Keywords: celebrity endorsement, advertising effectiveness, source credibility | en_US |
