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A Study On Effectiveness Of Multiple And Single Celebrity Endorsement On Considerable Product Advertisements In Chennai Perceptive, India

Author

Listed:
  • 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)

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.

Suggested Citation

  • A. Pughazhendi & Dr. K. Antony Baskaran & M. R. Prakash & R. N. Balamurugan, 2012. "A Study On Effectiveness Of Multiple And Single Celebrity Endorsement On Considerable Product Advertisements In Chennai Perceptive, India," Far East Journal of Psychology and Business, Far East Research Centre, vol. 6(2), pages 11-18, March.
    • Handle: RePEc:fej:articl:v:6c:y:2012:i:2:p:11-18
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    More about this item

    Keywords

    Multiple and single celebrity endorsement; Attitute towards advertisement; brand; and purchase intentions; Considerable products and services.;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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