A Comparison of Celebrity and Expert Endorsers on Advertising Effectiveness

Table of limit Accognitionment Abstract Table of Contents Chapter angiotensin converting enzyme Introduction 1. 1 Background to Topic 1. 2 mental ability theater of operation and discase c ar w atomic number 18 Chapter Two Literature round off 2. 1 publicize indorser 2. 1. 1 glory 2. 1. 2 clever 2. 2 contributor believability 2. 2. 1 Trus devilrthiness 2. 2. 2 practisedise 2. 2. 3 Attractiveness 2. 3 publicize intensity aim 2. 3. 1 Brand Attitude 2. 3. 2 Attitude towards advertizing 2. 3. 3 leverage Intention 2. 4 come across-up Hypothesis 2. 5 Information actuateing of the advertizementChapter Three Chapter Four Methodology. 4. 1 Quantitative research 4. 2 Questionnaire Design 4. 3 Pilot examination 4. 4 breeding Analysis Techniques 4. 4 rill believability of Endorsers 4. 5 interrogatory the merc dieise match-up Hypothesis 4. 6 interrogatory ad Message Process 4. 7 Testing Advertising authorisation Chapter Five Findings and Analysis 5. 1 Result of R eliability Test 5. 2 Results of likelyness of Endorsers 5. 3 Results of Testing the harvestion Match-Up Hypothesis 5. 4 Evaluation Impact on Advertisement Message Process . 5 Evaluation Advertising Effectiveness Chapter Six Discussion and Conclusion Appendix References Chapter 1Introduction Chapter 1Introduction In ruleing an announce campaign, an influencing persuasion is an important factor, intersection ratifiers is pregnant towards the transmission of centre in the midst of the tarnish and consumers and they a good deal devote to an advertizings persuasiveness for many consumers. Advertising reader is angiotensin converting enzyme and unless(a) of promotional strategies which ar often seen in daily life.Its briny purpose is to use a noned, traffical or winsome contributor to grab consumers heed in a short period of time, in recite to increase the strong halt of the advertizement. It is important for subscribers to achieve the object of communication with consumers. research finds that ads with a time- riseed indorser could attract consumers attention, raise nonice aw atomic number 18ness, and build unique home run flick (Zajonc and Markus,1982). If a business behind select proceeds contributor guardianshipfully to match up with harvest-home evaluates, it basis produce a influence do to a stake.Therefore, understanding how consumers comprehend increase subscribers, and shrewd which causes of readers would seduce the best egress to the advertizement is signifi arseholet for marketers. This research whollyow for mainly commission to research on pare down- apprehension overlaps subscribers by the measuring rod of their believability, and how they mould the publicise gistiveness. 1. 1 Background to Topic 1. 2 panache Field and Skin wish returns Fashion is a business of wide classification from typical apparel business to beauty and health shell break through proceedss. The carriage fie ld is exceedingly segmented and overlaps with some early(a) fields, especially with the cosmetics and pare down solicitude roducts. Some of the household fashion stag dos whitethorn not definitely cor move to the apparel business but opposite kinds of products. One of the characteristic of the fashion field is that it is constantly re-forming in strategic cooperation and alliances. Fashion companies such(prenominal)(prenominal) as Fendi, Polo Ralph Lauren, Kenzo, and Louis Vuitton are practicing the strategic integration. For example, Christian Dior is bureau of LVMH limited, which is the largest highlife caller-out and separate in the world, in like manner include cosmetics products and whittle business products in their reproachs.The structure of the fashion field is obscured mainly by licensing and franchising strategy fashion companies may manufacture products which belong to a particular(prenominal) inception in the structure. For example, Donna Karan Interna tional licenses its name to Estee Lauder, and Polo Ralph Lauren licenses the fragrances and pelt-care products to LO satisfying. LVMH, Chanel and Prada make believe their own mailmark name lines in skin care products. Some skin care check offs may belong to the same fashion organization, though the brand names are in all various names and management structure.The identity of the famous fashion company would give their products a competitive advantage, which are the symbolic exchange and the goodness exchange. It would establish, maintain or strengthen a brand identity. Skin-care products advertizings with contributors is not breathed to be seen in dis akin media, household skin-product brands such as Loreal, Neutrogena or Shiseido has spent numerous money on hiring unalike indorsers for the brand and new products. Generally, ii symbols of ad indorsers drive been mainly been employ in these advertisements renown and dexterous.There are number of studies toil et be build that how unlike readers mold the consumers in different fields. However, in that location are few studies to sharpen tho at the consanguinity of different contributors and skin care product brand. Skin care product is a special category compared with new(prenominal) different products. It is considered both hedonic and utilitarian product. There are different categories of skin care product, such as the aqua thresh, hired man run down or UV-protection cream. Therefore, the skin-care product is both attractive-related and health-related.Customer needs adequate nurture and decent soundise climb up and advice for them to procure these products. Research assigns that the extent of audience- perceive skills and knowledge of the contributor in the reference seriousise would figure out tyrannical(p) influence to the advertisement, such as the skin care nices are critical to influence in publicise (Chawla,Dave, and Barr 1994) however, some research draw out the sources characteristic attractive force, such as celebrities are important to persuasion (Kamins and Gupta 1994 Patzer 1983).Although the perspectives are diverse, source credibleness which combine of both drawing card and sharpness is critical to make influence to advertisements towards the audience. Skin care product marketers would typically employ a product subscriber with high credibleness to advertise the product. Therefore, it is significant for marketers to know which type of subscribers and how readers would make an advertisement worth piece and effective, in attachment to this, whom could make good communication with customers.The purpose of the prove is to explore whether endorser credibleness has a exacting effect on denote persuasiveness in the skin care product. This study would alike explore which type of endorser in the field of skincare products would make much influence, and how they influence the consumers. Chapter 2- Literature ca nvass 2. 1Advertising Endorser According to Federal Trade Commission (FTC), any advertizing center reflects spokes individuals or endorsers stamp, belief, character, and incur that make consumers believe is called endorsement.Advertising endorsers are often seen on TV, newspaper, magazine, or direct mail advertisements in daily life. employ the endorsers popularity, it could present the benefits of the endorsed product and make consumers produce reliability on the product. (McCracken,1989) development advertise endorser to promote a product is a truly popular marketing strategy. Researchers in like manner institute that the reliability of announce spokes persons is one of critical factors to influence deprave designing, and the high the reliability is, the higher(prenominal)(prenominal) the confirmatory advertising and brand statuss are (Laffery Goldsmith, 1999).An advertisement can catch consumers attention and increase brand awareness (McCracken, 1989), and trans fer consumers feelings onto the product and produce a good impression (Biswas et al. , 2006). If spokespersons can express a lordly emplacement on the advertised product, it will create an intensive favourence to consumers and impute the product with the spokespersons (Chen Chang, 2001). Study suggested that with a successful endorsement, the cerebrate of product entropy and brand recognition would be enhanced, it would positive influences the pose towards the advertisement and products. Liu et al, 2007) contrary research proposed 4 main types of advertising endorsers including celebrities, keens, CEO and typical consumers to ravel the effectiveness of communication surrounded by the endorsers and consumers through advertisement (Freiden, 1984 Wang, 2002). The outfit of the endorser is suggested to create positive side toward the consumers (Chaiken, 1979). McGuire (1985) overly suggested that endorser which is familiar and charitable towards the audience may bring pe rsuasiveness to the advertisement. 2. 1. 1 laurels EndorserSchiffman and Kanuk (2007) defined celebrities to public and famous figures. Celebrity commonly has a linkage with the source attractiveness. Research has make up that there is a linkage amid the repute attractiveness and military posture changes toward advertisements (Chaiken 1979 Caballero and Pride, 1984). Companies usually use distinction to be the endorser of product in order to increase the popularity or attraction, do audience to have a positive attitude toward endorsed products, the brand and the advertisement. Research supported the eminence endorser is suitable for different types of products.It is everydayly shows that glory endorser make positive contribution in different aspects like brand awareness ( trough 1998), brand recall (Friedman 1979), attitude toward the advertisement Kamins 1989 Frieden 1984 Tripp, Jensen,and Carlson 1994), and also leveraging intention (Ohanian, 1991). Research also shows t hat glory endorser would fuss positive attitude towards brand recall, attitude towards the advertisement, and also purchase intention (Wang 2002). Celebrity with high salutaryise tends to have higher level of sources believability and trus 2rthiness. Buhr, Simpson, and Pryor 1987). Studies found that famous person endorser would be comprehend higher values for likeability ascribe by the consumer, canvas to an full, CEO or customer endorsers (Freiden, 1984). However, in the same research, it did not show that renown endorsers have a significant advantage when compared to other types of endorsers in the measure of expertise, believability, product choice and trus dickensrthiness. Celebrity endorser would generally create a positive perception to consumers in sources attractiveness in terms of credibleness perceptions.Researchers have found that fame endorsers have higher credibleness to make the product be more than desirable and also higher the see to it of the produ ct quality Consumers are associated with endorsers image when using the product while the endorsers image has been transferred to the product. (Ronald E. Goldsmith, Barbara A. Lafferty and Stephen J. Ne well(p), 2000) Research also suggest that distinction endorsement can increase brand and product recall (Clark and Horstman, 2003). 2. 1. 2 right Endorser Expert endorser is perceived as a person who has extensive skill or knowledge in a particular field.expertness is the extent of the communication source which has relevant knowledge and skills. The trus twainrthiness place is an significant source for the expert endorsers, which makes the consumers to have a perception that the advertisement is believable. (Hovland, Janis, and Kelley,1953). Hass (1981) suggests that the expert endorsers have an advantage on source credibleness in terms of the expertise and trus tworthiness. Research suggests that endorser who has higher level in expertise or trustworthiness, would be more effec tive when compared to low-expertise sources (Hass 1981 Dholakia 1978).Research also finds that expert endorsers would be more persuasive when compared to the endorsers who have less expertise in the persuasion hypothesis. (Ohanian 1990 Stemthal, Phillips, and Dholakia 1978). The degree of influence of the expert endorser is moderated by variables such as message comprehension (Ratneshwar and Chaiken 1991), placement of the expert source in relation to the message arguments, (Homer and Kahle 1990 Stemthal, Dholakia, and Leavitt 1978), and fit amidst the expert source and the product (Till and Busier 2000).An endorsement from a credible or expert endorser would influence the perspective, also the consumers behavior and attitudes (Belch and Belch 2004, p. 169). The receiver is motivated to have a positive and objective sense toward the products and brand when the endorser is an expert, since the audiences believe the message from the endorser is accurate and positive. Till and Busier (1998, 2000) manipulated the expertise of a fictive person and the fit of the product, the direct shows using expertise would create a significant positive relationship towards the brand attitude and purchase intentions.The research shows expertise source is significant when compared to the attractiveness source in different advertisements and products. 2. 2Endorser credibleness According to Ohanian (1990), endorser credibility can be defined as as a communicators positive characteristics that affect the receivers toleration of a message. It is also a way that can enhance the message of an advertisement. (Anderson, 1970) Dimensions can be found in the previous studies of endorser credibility.Typically, endorsers credibility can be separated as three dimensions trustworthiness, attractiveness, and expertise (e. g. , Homer and Kahle 1990 Ohanian 1990, 1991 Stemthal, Dholakia, and Leavitt 1978). The credibility would show how effective of an endorser in terms of the personal attri butes towards the consumers. Goldsmith, Lafferty, and Newell (2000) found that endorser credibility positively influence the attitudes toward the advertisement, and also brand attitude. A high credibility of an endorser is considered significant in influence acceptance.A consumer is more apparent to accept the content of the advertisements with a credible endorser (Sternthal, Phillips, and Dholakia 1978). Danwshvary and Schwer (2000) also suggest that in an advertisement with a high credible endorser, purchase intention would be positively affected. According to Khatri(2006) , high credible endorser would also enhance the recall of the product. 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).The dimensions of attractiveness and expertise have begetd additional interest to determine how these attributes in an endorser i ndividually enhance advertising effectiveness (e. g. , Homer and Kahle 1990 Kamins 1990 Maddux and Rogers 1980 Patzer 1983 Till and Busier 1998, 2000). 2. 2. 1trustworthiness Trustworthiness is the level of consumers trust toward the endorser and advertising message (Hovland et al. 1953). It also opine values the general believability of an endorser. Research has suggested the trustworthiness of the endorser would affect the advertising effectiveness.Miller and Baseheart (1969) found that when the endorser was perceived to be fiducial, the advertisement would be more effective to influence consumers attitudes. McCinnies and Ward (1980) find that the expertise and trustworthiness would influence endorsers credibility and persuasiveness. They indicated that the endorser with both expert and trustworthy would generate the opinion change of consumers. Trustworthiness moreover refers to the openy, believability and integrity of an endorser (Erdogan 1999).Therefore, truth is in the tr ustworthiness attribute in this study. 2. 2. 2expertness expertise is one of the fundamental dimensions of source credibility and is the knowledge sources are perceived to deliver closely the product they are endorsing (Homer and Kahle 1990 Ohanian 1990). Recent studies on source expertise indicates that the expertise attribute has a positive influence on attitude change (Maddux and Rogers 1980 Till and Busier 1998, 2000) and purchase intention (Till and Busier 2000). 2. 2. 3 AttractivenessIn terms of attractiveness, it represents that advertising endorsers can catch consumers attention to a product (Ohania, 1990 Miciak Shanklin, 1994 Goldsmith, Laffery, Newell, 2000). Research shows that the marketers prefer to use attractive endorser in order to gain the likability and positive attitude toward the advertisement. Some of the research may concourse attractiveness attributes in source attractiveness itself, however, attractiveness can also be as an attribute of source credibili ty in advertisments (McCracken, 1989 Ohanian, 1990).In the research of Maddux and Rogers (1980), likability is considered to be a try on variable of attractiveness attribute in endorser credibility. Therefore, likability would also be well-tried as attractiveness variable in the study, it is busy as the measure of homological validity of attractiveness. Advertising Effectiveness Generally, advertising effectiveness is the attributes of brand attitude, attitude towards the advertisement and purchase intention attributes. (Gurel Atay, Eda, 2001 Friedman, Hershey H, 1976 David Strutton, 2008)Numerous researches have proved the direct and significant relationship of brand attitude, attitude towards the advertisement and purchase intention attributes. (e. g. , Goldsmith et al. 1999 2000 2002 Goldberg, et al, 1990 Mitchell et al. 1981 Mackenzie, Lutz, and Belch, 1986). However, research also can be found to chemical group these three variables unneurotic in order to tribulation a mo re macro view towards the effectiveness of the advertisement. (Gurel Atay, Eda, 2001 Friedman, Hershey H, 1976 David Strutton, 2008) 2. 5 Purchase IntentionAccording to Shamdasani (2001), purchase intention can be defined as the scuttle of a customer buying a product or making a recommendation for product. ) It is also a border of the demand for product culture, purchasing, evaluation, consumption, and disposal of a product or service. Purchase intentions also means the choice that a consumer would probably make in future course of action. (Bagozzi,1983). According to Fishbein and Ajzen model, higher purchase intention will lead higher purchase willingness. According to Zeithamal (1988), perceived value will influence purchase intention. . 6 Brand Attitude Brand Attitude can be defined as evaluation of the brand from the consumer. It may consist an stimulated motivation toward a brand and its product. The motivation could be cognitive or logical toward the particular brand. 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). Agarwal and Malhotra (2005) have also defined that brand attitude is a general evaluative judiciousness of a brand. It contains the process of the brand product, written report and the benefits. 2. Attitude towards advertisement Attitudes toward the ads can be generally defined as a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure topographic point (MacKenzie, Lutz and Belch, 1986). Attitudes toward the ads would contain affective reactions and evaluations. (Baker and Lutz, 2000). Research shows that attitudes toward the ads are influenced by a process serve of brand or non-brand. (Biehal, Stephen and Curlo, 1992 Hastak and Olson, 1989 Madden, Allen and Twible, 1988 Gardner, 1985 Homer, 1990). 2. 8 Product Match-up HypothesisProduct Match-up Hypothe sis can be defined as the match-up theory between an endorsers and a products attributes. McCracken (1989) and Kahle (1985) suggest the fame endorser create get around inherent match and congruency effect than other types of endorsers by having higher level of attractiveness. Researches based on the matchup hypothesis find that attractiveness is a significant determinant of advertising effectiveness. (Kahle and Homer, 1985 Till and Busler, 1998) suggests that its importance is limited by the degree to which attractiveness fits well with the advertised product (e. . Kamins,1990). The product match-up hypothesis is localize on product-endorser fit based on endorser attractiveness. Research suggests that the attractiveness of a credit endorser is more favorable attitudes to related the product which is attractiveness-related . Product match- up is the congruence between endorsers and product. The match-up hypothesis (e. g. Kamins, 1990) suggests that endorsers are more effective t here is a fit between the advertising endorser and the endorsed product. 2. 4 Information ProcessingAccording to Kahle Homer (1985), consumer usually sees the information as relevance when it satisfies their need. The ELM is a persuasion model to predict the influence information process of the advertisement of different types of endorser. (Petty Cacioppo, 1981a, 1986a, 1986b) suggests that there are two route, the primal route and peripheral route, whereas the peripheral route is more likely to prove that endorser relationship with the information processing of the advertisement. ELM posits that a source cue does not serve as a simple acceptance or ejection cue but may be considered together with all other information in the recipients attempt to evaluate the merits of the arguments and the advocacy. Studies have found that endorsers credibility has a significant relationship toward ELM and information processing of the advertisement (Homer Kahle, 1990 Petty Cacioppo, 1981b, 1986a, 1986b Petty et al. , 1991). Mehta (1994) also found that the celebrity endorser would influence consumers to have more thoughts rough the endorsers, however, and the fewer toward the product and brand.A different type of endorser such as experts would influence consumers to generate fewer thoughts about the endorser but led to more thoughts about the brand and product featured Chapter 3 Research Hypothesis and conceptual modelling 3. 1Introduction According to research purposes and literature reviews, the study proposes the research stray as shown in Figure 1. 3. 2 Research Hypothesis H1 Endorser credibility would significantly affect advertisement effectiveness Celebrity vs ExpertH2 Celebrity endorser has a better figure outing in the general measure of Endorser Credibility than expert endorser H3 Celebrity endorsers has a better performance in the measure of attractiveness attributes than expert endorser H4 Expert endorser has a better performance in the measure of t rustworthiness attributes than celebrity endorser H5 Expert endorser has a better performance in the measure of expertise attributes than celebrity endorser Product Match-UpH6 Endorser credibility would significantly affect product match-up hypothesis H7 Celebrity endorser would generate a better match up effect towards the product than expert endorser Information Process H8 Endorser credibility would significantly affect information process of the advertisement H9 Consumer is more likely to process the information of the advertisement when the endorser is an expert, than a celebrity H10 Product match up and Information Process would positively moderate the relationship between endorser credibility and advertising effectiveness Conceptual Framework Chapter 4Methodology . 1 Questionnaire Design In order to appraise the relative advertisement effectiveness between celebrity and expert endorsers, two advertising executions were turn uped across print advertisements for two different type skin-care products an aqua cream and hand cream with body emulsion. A celebrity advertisement and an expert advertisement represented all(prenominal) product. In this research, the celebrity is person who is publicly recognized and could direct and communicate to consumers by their reputation in the advertisement. On the other hand, an expert is a person represents expertise of the product and skin care.The experts who appeared in the advertisement render has been noted a lord reanimate of skin care and dermatologist. They have no public notoriety but appear in an advertisement for representing the ascendence of the product. The samplings are based on real print advertisements (see appendix 1 and 2), in order to increase the authentication. Famous Hong Kong vocaliser Kandy, a part of the band dent Club, is the endorser of the aqua cream advertisement on the other hand, famous model Gaile is selected as endorser of the hand cream and body emulsion cream.The expert endors er is from the real print advertisement of Neutrogena, however, for the expert endorser, we created a fictitious endorser, as the names and their scope of profession have changed to fit this strain research. The use of a created endorser offers a benefit of controlling the experiment. Although endorsers are usually well-known, there can be a significant amount of variability in subjects knowledge and attitude toward any given endorser.By using a created endorser, we minimize the amount of variation in subjects knowledge thereby strengthening the statistical power of the analytic thinking. In order to avoid brand perception of the audience, the products in the sample advertisements has utilise the brand name Super which does exist in the reality market, kind of of the real brand names of the products. The research selected two categories of skin care products aqua defense cream and hand cream and body emulsion. In order to minimize brand familiarity effects, a fictitious brand n ame, crack was used. 4. 1. Questionnaire Structure and Details The questionnaire used for this study consisted of five parts designateing different aspects of information about consumers attitude on different endorsers advertisement and the influence of advertisement effectiveness. The aim of this study was stated in the commencement exercise and followed by a notes explaining the terminologies used in the questionnaire. For the scale of data criterion, five-point Likert scales were used in the questions of part A and part B sections for measuring the attitudes and quantifies the opinion of the consumers.Likert scale is a line up of asseverations that ask respondents to express their level of concord or disagreement of a five-point scale (Churchill, 2005). For the remaining parts, they were consisted of single and quadruplex selections of answer. 1=Strongly Disagree 2=Disagree 3= deaf(p) 4=Agree 5=Strongly Agree 4. 1. 3. 1 subtract A of the Questionnaire The first part of t he questionnaire aimed to obtaining data about the respondents purchase experience on skin care products as well as their knowledge and experience about current practice of different types of endorsers advertisement, the source of information is also included.The respondents are required to indicate how they receive the information about endorsement and which type(s) of endorsers were familiar with them. 4. 1. 3. 2 Part B of the Questionnaire This part is aimed to focus on the aqua cream advertisement, which represents the skin care product type which is attractive-related. Two super aqua cream product print advertisements were shown in this part. This advertisement is a real advertisement from the brand Garnier. This first advertisement is endorsed by famous Hong Kong singer Kandy, a member of the band Sugar Club, who is the actual endorser for Garnier.The second one is endorsed by a fictitious expert endorser, named as Albert Li, noted as a schoolmaster doctor of skin care. The c ontext of the advertisement contains the product features of the cream, and comparison with other brands in order to show the effect of the cream. The content of two advertisements are exactly the same, however, only the endorser is changed in order to test the effect of these two types of endorsers. There are 17 questions for individually advertisements, it is a lay out of tales regarding the attributes of the endorsers, and the attributes of the advertisement.The attributes were based from the source credibility models, product match-up hypothesis, and advertising effectiveness which were suggested by previous studies regarding advertisements with endorsers. 4. 1. 3. 3 Part C of the Questionnaire This part is aimed to focus on the hand cream and boy emulsion advertisement, which represents the skin care product type which is health-related. Two super aqua cream product print advertisements were shown in this part. This advertisement is a real advertisement from the brand Neutro gena.This first advertisement is endorsed by famous Hong Kong model Gaile, who is the ex-wife of Hong Kong famous singer Leon Lai. The second one is endorsed by an expert endorser, named as Robert Kwon, noted as a dermatologist, who is the actual endorser for Neutrogena, however, in the actual advertisement, the endorser is a a regional director of lord marketing. The context of the advertisement mainly contains the product features of the hand cream and the body emulsion. The content of two advertisements are exactly the same, however, only the endorser is changed in order to test the effect of these two types of endorsers.The structure of the questions is the same as part B section. 4. 1. 3. 4 Part D of the Questionnaire This was the final section of the questionnaire, four questions were asked in order to find out the demographic information of the respondents. Respondents were required to deliver the goods their gender, age, educational level and income. The information would be used to test the release response from different demographic group, mainly the educational level and income, since the target group is selected to be young female adults in generation Y. 4. 2 Questions Analysis and Discussion Guide The visual sense is set in two main sections.One scale is used to assess endorser credibility, including the aspect of attractiveness, expertise, image, likeability and trustworthiness. The survey also included questions related to the advertising effectiveness in aspects of brand attitude, attitude toward the advertisement and purchase intention. Message processing and product and endorser match- up issues would also be included in the questions. The questions were grouped in order to analysis the relations between variables. Each respondent was shown two print advertisements of different skin care product and were asked to complete the questionnaire.In each case respondents were exposed to advertisements for of two products including a celebrity, and an expert endorser. 3. 2. 1 Testing Credibility of Endorsers To test the credibility of endorsers, the attributes by previous studies are adopted. The attributes would be attractiveness (DeSarbo and Harshman 1985), trustworthiness (DeSarbo and Harshman 1985), expertise (DeSarbo and Harshman 1985 Simpson and Kahler 1980-81 Wynn 1987), likability (DeSarbo and Harshman 1985) and believability (Simpson and Kahler 1980-81 Wynn 1987).In the questionnaire, 5 statements would refer to 5 different attributes from the source credibility model. The endorser is attractive is to test the attractiveness variable, The endorser is trustworthy is to test the trustworthiness variable, The endorser is professional is to test the expertise variable, The endorser is honest is to test the believability variable and The endorsers image is positive is to test the likability variable. These 5 attributes would be grouped to be the Credibility level of each endorser in the followed analysis. 4. 2. Testing the Product Match-Up Hypothesis As the product match-up hypothesis is not the main focus of the research, only two statements in the questionnaire was asked to test the hypothesis, The endorser in the advertisement makes good match with the product and The endorser helps to understand the function of the product was asked to figured out if the audience considered the endorsers made good match with the product and helped them to understand the function of the products. The leave of this hypothesis would be time-tested if it is a factor to influence the advertising effectiveness. . 2. 3 Testing Advertisement Message Process One statement was asked to understand if the respondents would read the content message of the advertisement, besides the endorsers image. The result of this part would be canvas with if different endorsers have influence for the audience to process the image, and this question would also analyzed with the advertising effectiveness attributes to see if there is a relation between audience process the advertisement message and the effectiveness of the advertisement. . 2. 4 Testing Advertising Effectiveness Three attributes were have to consider the effectiveness of the advertisement Brand attitude, Attitude towards the Advertisements and Purchase Intention. 4 statements were set to test the brand attitude towards the advertisements, which were The endorser enhances my ability to recognize the brand, This advertisement projects a good brand image, This advertisement helps to recall the product features and This advertisement helps to recall the brand. some other 4 statements were also set to test the attitude towards the advertisements, which were This advertisement projects a sense of good quality towards the product, This advertisement projects a pleasant feeling, This advertisement is genuine and This advertisement is persuasive. In addition, 1 statement was set to test the purchase intention of the audience towards the advertisement a nd endorsed product, which was This advertisement increases my intention to purchase the product. These three attributes would be the babelike variables to combine as advertising effectiveness.They would be analyzed with the credibility of different endorsers, product match-up hypothesis and advertisement message process. 4. 3 Research Objective The numerical survey is focused on the young female adults as the interviewees, which is in the demographic of generation Y. The age range of young is between 18and 30 geezerhood old, which are generally in the student segment. In this group of mountain, they tend to be attracted by advertising, brand, and fashion. They are more familiar to celebrities and advertising from different types of media.In the meanwhile, they have more umbrella understanding and relative matured self-norms. 4. 4 Pilot Test A pilot test was done in advance of distributing of the questionnaire for gathering information, this is to construe the format and desi gn of the questionnaire were effective and capable of obtaining required information for the researching objectives. Another important function of the pilot test to this study is that the sample cosmos was asked to rank a set of selection criteria of celebrity and expert endorsers in order to refining the selection attributes for a more efficient analysis. 3 questionnaires were distributed and 20 questionnaires were returned with comments on the questionnaire design. Some amendment and adjustment was made to the questionnaire after reviewing the feedback of the sample universe, the modification included adjusting the layout of the questions, use of questions wordings, segmentation of demographic data of respondents, and elimination of repeated questions. 4. 5 Distribution of the questionnaire Data were dispassionate from a total of 203 respondents on the internet survey instrument.The survey is give out by social network requests and e-mail request, which ensures that the target group of people could reach to the survey, and avoid people who is not in the target group doing the survey. The internet-based survey can also obtain the response from more state within a short period of time by not restricting by geographical constrain. 4. 6 Research process and design The research process follows the structure in figure. First, the problem of the research is fomulated, which is the comparasion of expert and celebrity endorsers towards the credibility and advertising effectiveness.Then, an exploatory research is at the second procedure, by reviewing literature. Research framework and data collection methods are determinated at metre three and step four. The following is designing samples and collecting data by internet-based survey. The data will be analysed to be the results of the research. Suggestions and recommendations would be made in the references of the results. Chapter 5 Result and Analysis Respondents Profile In the following section, fundamental dem ographic data of the respondents, including age, gender, education level, occupation and personal periodical income level, were reported.To be more specific, these descriptive data were summarized and presented with pie charts. Gender of Respondents Since the target respondent in this study is female, the questionnaire is mainly distributed to female interviewee. Therefore, there are totally 199 female and only 4 male respondents. The 4 male respondents are all from the internet survey. The female respondents have 98. 03% of sample existence, while male respondents only have 1. 97%. Distribution of age group of the respondents The majority of respondents were 22-25 years old, which has 117 respondents and occupied 57. 64% of the sample population.The following largest group was age between 18-21 years old there were 51 respondents in this age group, with 25. 12% of the sample population. The percentage of the respondents in the age group 26-30 was 17. 24%, there were 35 respondent s in this age group. Educational Level Over a half of the respondents educational level is higher up bachelors degree. cx out of the 203 respondents, which are 54. 19 % of the sample population, are at the educational level of bachelors degree 68 of the respondents, having 33. 50% of the sample population, are at the tertiary (non-degree) educational level. 5 of the respondents (12. 32% of the population) are postgraduate level. Monthly Income The majority of the respondents monthly income is less than $5000, which is 89. 16% of the sample population (181 respondents). 16 out of the 203 respondents (7. 88% of the sample population) have the monthly income between $5000 and $10000. Only 6 of the respondents (2. 96% of the sample population) have the monthly income between $10001 and $20000. Purchase Frequency for respondents In the purchase frequency of skin care product, most of the respondents, with 48. 8% of the sample population (98 out of the 203 respondents) buy skin products 1 to 2 measure a month. The following group is respondents who buy skin care product 3 to 4 times a month, with 35. 47% (72 out of the 203 respondents). 10. 84%(22 out of the 203 respondents) of the respondents buy skin care products less than once a month and only 5. 42%(11 out of the 203 respondents) of the respondents buy skin care products more than 4 times a month. In the question of asking which skin-care brands the respondents in the main buy, the result between brands is close. Shiseido hold ins brand has the largest sample population, with 28. 8% of respondents (57 out of 203) claiming mostly buy their products the following is the Loreal Companys products, having 23. 63% respondents (50 out of 203) that mostly buy their products. 18. 72% (38 out of 203) and 17. 73% (22 out of 203)of respondents mostly buy skin care products of P&G Company and the LVMH Limited individually. Only 10. 84% of respondents (22 out of 203) mostly buy the skin care products of Estee Lauder. Information towards the skin-care advertisements For the endorsement in skin-care product, the respondents mostly notice the celebrity endorsers and model endorsers, which have 45. 2% (92 out of 203) and 25. 62% (52 out of 203) of the sample population respectively. 17. 24% (35 out of 203)of the respondents noticed the expert endorsers in the advertisement. The following is the real customer endorsers, 8. 87% (18 out of 203) of respondents have noticed their endorsement. Only 1. 97% (4 out of 203) of respondents noticed the CEO endorsers and 2 of the respondents in the survey oasist noticed any endorsers advertising. The bring that respondents get the information of the skin care product advertisements were asked in the survey.Most of the respondents current the skin care product information from print media such as magazines and newspaper, which had 28. 57% (58 out of 203) of the respondents. 19. 7% (40 out of 203) of the respondents were getting skin care products information f rom TV, movie and internet. These two channels had the same population. 12. 81% (26 out of 203) of respondents were getting information from confederates word-of-mouth. Direct mail and from outdoor billboard has the population of 9. 85% (20 out of 203) and 5. 42% (11 out of 203) respectively. The channel of radio, brands advertisements and sales personnel had the population of 2. 6% (5 out of 203 respondents), 0. 99% (2 out of 203 respondents)and 0. 49%(1 out of 203 respondents), which were the channels least respondents getting information from. 4. 1 Result of Reliability Test As a key factor to determine the quality of measurement instruments, reliability was very important for assessing the inborn consist multi-item scales of endorsers credibility and advertising effectiveness dimensions, Cronbachs alpha was used. It provides the coefficient of inter-item correlations and measured the internal consistency of various items. Referring to Cohen et al. 2007), the reliability level was marginally gratifying at 0. 6 and highly reliable at 0. 8 or above, while according to Pallant (2007), the Cronbachs alpha value above 0. 7 is considered acceptable and preferable when the values exceed 0. 8. Ohanians (1990) scale was used to assess the celebrity endorsers credibility. Items were chosen according to the item reliability of the scale. To measure credibility, the dependent variables attractiveness, trustworthiness, expertise, likeability, and believability were selected. In section A, the celebrity endorser Kandy has a Cronbachs ? f . 962 towards the credibility. The Cronbachs ? for the expert endorsers credibility is . 860 in section A. In section B, the celebrity endorser Gaile has a Cronbachs ? of . 869 towards the credibility. The Cronbachs ? for the expert endorsers credibility is . 860 in section B Based on studies addressing advertising effectiveness (Biehal, Stephens and Curlo, 1992Craciun, Stephens and Madden, 2002 Gresham and Shimp, 1985 Spears and Sing h,2004), brand attitude, attitude towards the advertisement and purchase intention were used to assess the effectiveness. The Cronbachs ? or the brand attitude in section A are . 893 and . 824 The Cronbachs ? for the attitude towards the brand in section A are . 806 and . 793. The Cronbachs ? for the brand attitude in section B are . 831 and . 712. The Cronbachs ? for the attitude towards the brand in section B are . 925 and . 908. Referring to Cohen et al. (2007), the reliability level was marginally acceptable at 0. 6 and highly reliable at 0. 8 or above, therefore, the items to be measured in this study is highly reliable. 4. 3 Endorser Credibility and Advertisement Effectiveness IntroductionIn this study, in order to test H1 Credibility of endorsers significantly affects advertisement effectiveness, linear regression analysis is adopted in interrogatory the relationship of dependent variable (Y), advertising effectiveness, to relate the independent variables(X), which is the en dorsers credibility, for the prediction. The measures of endorsers credibility consisted of 5 attributes, which are trustworthiness, expertise, believability, attractiveness and honesty. loadedwhile, advertising effectiveness contained 3 attributes, including brand attitude, attitude towards the advertisement and purchase intention.The attributes of credibility and advertising effectiveness had combined as the mean label in the analysis. In the following table, Credibility1 of celebrity endorser Kandy in part A Credibility2 represents the computed results of expert endorser Albert in part A Credibility3 represents the computed results of celebrity endorser Gaile in part B Credibility4 represents the computed results of expert endorser Robert in part B. EndorserAdeffectiveness represents combined mean stool of all endorsers advertising effectiveness. Coefficient of Determination R whole(a)Mujis (2004) had provided a guide to assess how well a developed model fit the data. The ta ble would give a clearer commentary of Mujis suggestion. 0. 5 Strong Fit Result of Endorser Credibility and Advertisement Effectiveness Model Summary Model R R square off Adjusted R material Std. computer error of the Estimate 1 . 756a . 572 . 569 . 24445 a. Predictors (Constant), Credibility1, Credibility2 Credibility3, Credibility4 To test the correlation of the endorser credibility and their advertising effectiveness, the coefficient of determination r2 is used.It is a statistical term that tells us how well one variable is at predicting another. Since the study is a small scale research, using change R square would give a more accurate result. (Mujis ,2004). The dependent variable EndorserAdeffectiveness is the combined mean score of all endorsers advertising effectiveness, and the independent variable Credibility 1 to Credibility 4 is the mean score of celebrity and expert endorsers in part A and part B. In the table, the R square is 0. 572 and the adjusted R square is 0 . 569, with the standard error of 0. 24445.As the adjusted R square is 0. 569, it indicated that the credibility of endorser explains 56. 9% of advertising effectiveness. According to the Mujis, when adjusted R square is 0. 5, it shows a strong fit of the model. Therefore, the correlation between endorsers credibility and advertising effectiveness is strong. ANOVAb Model Sum of Squares df signify Square F Sig. 1 Regression 67. 671 1 33. 836 404. 646 . 000a Residual 16. 724 201 . 060 Total 84. 395 202 b. a. Predictors (Constant), Credibility1, Credibility2 Credibility3, Credibility4 b.Dependent inconsistent EndorserAdeffectiveness In the F test, a 95% of confidence level is adopted, the p-value is . 000, which is 3. However, celebrity perceived as more attractive than expert endorsers. Likability In testing the attribute likability with the statement The endorsers image is positive, the celebrity endorser has 3. 1 points and the expert endorser has 3. 52 points. The result shows that the respondents perceived both celebrity and expert endorser as likable, since their mean are 3. However, expert endorser Albert had a slightly higher point than celebrity, while the celebrity is perceived as more attractive as shown above. Trustworthiness Attributes Trustworthiness In testing the attribute trustworthiness with the statement The endorser is trustworthy, the celebrity endorser has 3. 25 points and the expert endorser has 3. 42 points. Both endorsers perceived as trustworthy, and have a very close result.The expert endorser Albert acquire a slightly higher point than Kandy only. verity In testing the attribute Honesty with the statement The endorser is honest, the celebrity endorser has 3. 38 points and the expert endorser has 3. 54 points. Respondents graded both endorser scores that higher than the midpoint, which show that both endorsers are perceived as honest and believable. However, Albert still scores slightly higher point than Kandy in this attrib ute. Expertise Attribute Professional In testing the attribute expertise with the statement The endorser is professional, the celebrity endorser Kandy has 2. 0 points and the expert endorser Albert has 3. 80points. Differ from other variables in part A, the result shows significant difference between two endorsers, the celebrity endorser Kandy genuine a low score, which is degrade than the neutral 3 point. The respondents disagree that Kandy is professional and has expertise towards the product. In phone line, the expert endorser Albert Li received a positive score, the respondents perceived Albert as professional and expert. Summary of Part A Part A Endorser Credibility N Mean Std. conflict Std. Error Mean Kandy 203 3. 26 . 892 . 063Albert 203 3. 3113 . 67810 . 04759 Comparing the credibility attributes between celebrity and expert endorser in part A, which is for the attractive-related aqua cream skin care product from the brand Super, the celebrity endorser Kandy only has th e advantage in the Attractiveness compared to the expert endorser Albert. On the contrary, the expert endorser has a higher grade in trustworthiness, expertise, believability and likability attributes compared to Kandy. Especially in the area of expertise, while Albert had 3. 54 points while the celebrity only had 2. 30 points.The result shows that the expert endorser Albert Li is having advantages in more attributes of credibility than Kandy. To argue all the credibility attributes, Albert received a slightly higher mean score (3. 1113) than Kandy (3. 26), as shown in table. Results in Part B Part B compare of Celebrity and Expert Endorsers Mean N Std. Deviation Std. Error Mean equal 1 CThe endorser is attractive 3. 44 203 . 790 . 055 EThe endorser is attractive 2. 10 203 . 605 . 042 Pair 2 CThe endorsers image is positive 2. 72 203 . 840 . 059 EThe endorsers image is positive 3. 0 203 . 887 . 062 Pair 3 CThe endorser is trustworthy 2. 80 203 . 890 . 062 EThe endorser is tr ustworthy 3. 54 203 . 749 . 053 Pair 4 CThe endorser is honest 2. 77 203 . 868 . 061 EThe endorser is honest 3. 57 203 . 757 . 053 Pair 5 CThe endorser is professional 2. 67 203 . 840 . 059 EThe endorser is professional 3. 59 203 . 852 . 060 Attractiveness Attributes Attractiveness As shown in table 3, for the statement The endorser is attractive this is to test the attractiveness in the credibility scale, from the 5 point Likert scale, the celebrity has 3. 4 points, when the expert endorser only has 2. 10 points. The result shows that the celebrity Gaile in part B is perceived as attractive, with the score higher than the midpoint. However, the expert endorser Robert received a respectively low score than Gaile. The respondents didnt find the expert endorser attractive in this part. Likability In testing the attribute likability with the statement The endorsers image is positive, the celebrity endorser has 2. 72 points and the expert endorser has 3. 50 points. Gaile has the scor e lower than the midpoint, while Robert is perceived as likable in this part.Trustworthiness Attributes Trustworthiness In testing the attribute trustworthiness with the statement The endorser is trustworthy, the celebrity endorser Gaile has 2. 80 points and the expert endorser Robert has 3. 54 points. The result shows that the respondents disagree that Gaile is trustworthy in this advertisement, while they found the expert endorser Robert more trustworthy than Gaile. Honesty In testing the attribute Honesty with the statement The endorser is honest, the celebrity endorser has 2. 77 points and the expert endorser has 3. 57 points.The result shows that respondents find that Robert is more honest in the advertisement than Gaile, since they graded Gaile a score lower than midpoint (2. 77). Expertise Attribute Professional In testing the attribute expertise with the statement The endorser is professional, the celebrity endorser has 2. 67 points and the expert endorser has 3. 59 points. The respondents graded a low score for Gaile in this attributes, which shows that they did not perceive Gaile as professional and expert in this advertisement. On the other hand, Robert, the expert endorser is perceived as professional and expert.Summary of Part B Part B Credibility N Mean Std. Deviation Std. Error Mean Celebrity Endorser 203 2. 8828 . 68553 . 04811 Expert Endorser 203 3. 2197 . 62711 . 04401 Comparing the credibility attributes between celebrity and expert endorser in part B, which is for the hand cream and body emulsion from the brand Super, the celebrity endorser Gaile only has the advantage in the Attractiveness attribute compared to the expert endorser Robert, while Robert has the lowest score in this attribute, compared to other attributes.On the contrary, the expert endorser has a higher grade in trustworthiness, expertise, honesty and likability attributes compared to Gaile. In addition to this, Gaile has been graded relatively low points in these four attr ibutes all of these attributes are lower than the midpoint score. The lowest score is found at the expertise attribute, while Gaile only received 2. 67 point. To feature the credibility attribute in part B, which is the comparison towards the health-related product hand cream and body emulsion, the celebrity endorser Gaile has an overall mean of 2. 828 points, compared to the 3. 2197 points of the expert endorser Robert, as shown in Table 4. The expert endorser Robert is perceived more credible than the celebrity endorser Gaile in this advertisement, in addition to this, the average score of Gaile is lower than the midpoint(3). The result shows that respondents disagree that Gaile is a credible endorser. Comparison between Celebrity Endorsers Mean notice of Celebrity Endorsers Credibility Attributes Kandy Gaile Attractive 3. 87 3. 44 Likability 3. 51 2. 72 Attractiveness bonny 3. 69 3. 08Honesty 3. 38 2. 77 Trustworthy 3. 25 2. 80 Trustworthiness Average 3. 315 2. 785 Expertise 2. 30 2. 67 Average chalk up 3. 26 2. 8828 In the table, it has shown the mean score of celebrity endorsers credibility attributes, compounding part A and part B, which is Kandy and Gaile respectively. The average attribute score of each endorser is highlighted in the table. It can be seen that both of the celebrity received highest point in the Attractiveness attribute (3. 69 and 3. 08), on the other hand, thy both received lowest point in the Expertise attribute (2. 0 and 2. 67) among the other attributes. For the Trustworthiness attribute, Kandy received 3. 315 points while Gaile only had 2. 785, which was lower than midpoint 3. The result shows that the respondents perceived celebrity endorsers as attractive in the advertisements, making it the most significant attributes among the credibility attributes. However, respondents disagree celebrity is professional and expert in the advertisement, as the score of the expertise attribute of the celebrity is both lower than the midpo int of the likert scale.The result also shows that Kandy has a higher credibility average score than Gaile, while Kandy has an average score (3. 26) above the midpoint. Kandy were all graded above the midpoint in the attributes of Attractiveness (3. 87), Likability(3. 51), credibleness(3. 38) and Trustworthiness(3. 25), however, Gaile was all graded below the midpoint in the attributes of Likability(2. 72), Expertise (2. 67) Believability(2. 77) and Trustworthiness(2. 80) average score is below the midpoint level.Besides the expertise attribute, Kandy received higher points than Gaile among the other attribute. It indicated that the respondents perceived Kandy as a celebrity endorser who is more credible than Gaile. Comparison between Expert Endorsers Mean work of Expert Endorsers Robert1 Robert2 Attractive 3. 34 2. 10 Likability 3. 52 3. 50 Attractiveness Average 3. 43 2. 8 Trustworthy 3. 42 3. 54 Honesty 3. 54 3. 57 Trustworthiness Average 3. 48 3. 555 Expertise 3. 80 3. 59 Ave rage Score 3. 3113 3. 2197As shown in the table, it indicated the mean score of expert endorsers credibility attributes, combing part A and part B, which is Albert Li and Robert Kwon respectively. The highest and lowest score of each endorser is highlighted in the table. It can be seen that both of the expert endorser received highest point in the Expertise attribute (3. 80 and 3. 59), on the other hand, thy both received lowest point in the Attractiveness (3. 43 and 2. 8) among the other attributes. Robert had a slightly higher point(3. 555) than Albert (3. 48) in the Trustworthiness attribute.The result shows that the respondents perceived celebrity endorsers as attractive in the advertisements, making it the most significant attributes among the credibility attributes. However, respondents only found Albert is attractive. For Robert in the part B advertisement, the score of the attractiveness attribute was lower than the midpoint of the likert scale. There is a significant contra st between two expert endorsers toward this attribute. Despite of the contrast of the attractiveness attribute, the expert endorsers were graded above the agreement level and received a similar result in other credibility attributes.The average score of two expert endorsers is very close (3. 31113 and 3. 2197). The result shows that respondents perceived expert endorsers in these two advertisements as credible and most significantly, professional. Summary of Celebrity and Expert endorser Credibility Attributes Between Celebrity and Expert Endorsers Mean Score Celebrity A 3. 26 Expert A 3. 3113 Mean Score Celebrity B 2. 8828 Expert B 3. 2197 Average Score 3. 0714 3. 2655 Since the expert endorsers were grade a higher score in terms of credibility in both part A and part B.We can conclude that H2 Celebrity endorser has a better performance in the general measure of Endorser Credibility is rejected. Endorser Credibility to Particular Advertising Effectiveness Attributes As the H1credi bility of endorsers significantly affects advertisement effectiveness has been accepted, in the following section, the relationship of endorsers credibility and particular advertising effectiveness attributes brand attitude attitude towards the advertisement and purchase intention would be tested in order to gain a deeper understanding to the study.Celebrity endorsers to Advertising Effectiveness The celebrity endorsers credibility would be group as CelebExpertise, which is the mean score of endorsers expertise CelebTrustworthy, which is the mean score of endorsers trustworthiness and CelebAttractive is the mean score of endorsers at