A Comparison of Celebrity and Expert Endorsers on Advertising Effectiveness

Table of Contents Ac companionshipment Abstract Table of Contents Chapter virtuoso submission 1. 1 Background to Topic 1. 2 Fashion Field and Skin bang Product Chapter Two Literature Review 2. 1Advertising Endorser 2. 1. 1Celebrity 2. 1. 2 skilled 2. 2 Endorser plausibleness 2. 2. 1 Trus dickensrthiness 2. 2. 2 ripeness 2. 2. 3 attraction 2. 3 Advertising Effectiveness 2. 3. 1 check off Attitude 2. 3. 2 Attitude towards advertizing 2. 3. 3 secure Intention 2. 4 Match-up Hypothesis 2. 5 Information solveing of the AdvertisementChapter Three Chapter intravenous feeding Methodology. 4. 1 Quantitative enquiry 4. 2 Questionnaire Design 4. 3 Pilot Test 4. 4 Data analysis Techniques 4. 4 interrogatory credibleness of Endorsers 4. 5 canvasing the Product Match-Up Hypothesis 4. 6 Testing Advertisement Message Process 4. 7 Testing Advertising Effectiveness Chapter Five Findings and Analysis 5. 1 Result of Reliability Test 5. 2 Results of Credibility of Endorsers 5. 3 Results o f Testing the Product 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 conception an announce campaign, an influencing persuasion is an important factor, overlap readers is signifi laughingstockt towards the transmission of message among the bulls eye and consumers and they often contribute to an advertisements persuasiveness for numerous consumers. Advertising contributor is one of promotional strategies which are often seen in cursory life.Its main purpose is to use a famous, professional or pleasant subscriber to grab consumers attention in a short period of time, in order to increase the effectiveness of the advertisement. It is important for subscribers to achieve the object of conference with consumers. Research finds that advertisements with a reliable reader could attract consumers attent ion, raise filth awareness, and build unique note image (Zajonc and Markus,1982). If a business potty mete prohibited overlap subscriber considerfully to match up with harvest-festival props, it jackpot produce a influence effect to a cross appear. therefore, understanding how consumers comprehend product indorsers, and knowing which personas of readers would stool the best effect to the advertisement is signifi stopt for marketers. This query will mainly focus to research on skin- attending products ratifiers by the measure of their believability, and how they make the announce effectiveness. 1. 1 Background to Topic 1. 2 Fashion Field and Skin business organization products Fashion is a business of wide variety from regular apparel business to beauty and health safekeeping products. The fashion discipline is passing segmented and overlaps with some other fields, especi tot allyy with the cosmetics and skin care roducts. any(prenominal) of the theater fashion brand names may not definitely cor react to the apparel business but other 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 as Fendi, Polo Ralph Lauren, Kenzo, and Louis Vuitton are practicing the strategic integration. For example, Christian Dior is office of LVMH limited, which is the largest luxury association and group in the world, besides include cosmetics products and skin care products in their brands.The structure of the fashion field is obscured mainly by licensing and franchising strategy fashion companies may manufacture products which belong to a particular line in the structure. For example, Donna Karan International licenses its name to Estee Lauder, and Polo Ralph Lauren licenses the fragrances and skin-care products to LOreal. LVMH, Chanel and Prada agree their own brand name lines in skin care products. Some skin care brands may belong to the same fashion organization, though the brands are in totally contrasting names and management structure.The identity of the famous fashion company would give their products a competitive gain, which are the symbolic exchange and the commodity exchange. It would establish, maintain or strengthen a brand identity. Skin-care products advertisements with contributors is not hard to be seen in antithetical media, household skin-product brands such as Loreal, Neutrogena or Shiseido has spent numerous money on hiring diametrical endorsers for the brand and new products. Generally, dickens types of advertisement endorsers have been mainly been utilise in these advertisements fame and undecomposed.There are number of studies asshole be found that how several(predicate) endorsers learn the consumers in different fields. However, there are few studies to focus that at the affinity of different endorsers and skin care product brand. Skin care product is a special category com pared with other different products. It is considered twain hedonic and utilitarian product. There are different categories of skin care product, such as the cobalt ultramarine plectron, hand cream or UV-protection cream. Therefore, the skin-care product is twain attractive-related and health-related.Customer needs adequate information and sufficient keenness prove and advice for them to bargain for these products. Research shows that the extent of reference- comprehend dexteritys and knowledge of the endorser in the tooth root effectiveise would make supreme influence to the advertisement, such as the skin care nears are critical to influence in announce (Chawla,Dave, and Barr 1994) however, some research suggest the sources characteristic attractive feature, such as celebrities are important to persuasion (Kamins and Gupta 1994 Patzer 1983).Although the perspectives are diverse, source believability which combined of both attractiveness and expertness is critical to m ake influence to advertisements towards the audience. Skin care product marketers would typically employ a product endorser with high credibleness to advertise the product. Therefore, it is momentous for marketers to know which type of endorsers and how endorsers would make an advertisement worth age and effective, in addition to this, whom could make practised communication with customers.The purpose of the study is to seek whether endorser credibleness has a positive effect on publicize effectiveness in the skin care product. This study would overly explore which type of endorser in the field of skincare products would make much influence, and how they influence the consumers. Chapter 2- Literature review 2. 1Advertising Endorser According to Federal Trade complaint (FTC), any advertising message reflects spokespersons or endorsers opinion, belief, character, and experience that make consumers believe is called endorsement.Advertising endorsers are often seen on TV, newspa per, magazine, or direct escape advertisements in daily life. Using the endorsers popularity, it could present the public assistances of the endorsed product and make consumers produce dependability on the product. (McCracken,1989) Using advertising endorser to promote a product is a in truth popular marketing strategy. Researchers similarly found that the reliability of advertising spokespersons is one of critical factors to influence get intention, and the higher(prenominal) the reliability is, the higher the positive advertising and brand spots are (Laffery Goldsmith, 1999).An advertisement can catch consumers attention and increase brand awareness (McCracken, 1989), and transfer consumers feelings onto the product and produce a good postage (Biswas et al. , 2006). If spokespersons can express a positive office on the advertised product, it will create an intensive preference to consumers and connect the product with the spokespersons (Chen Chang, 2001). Study suggested that with a successful endorsement, the recall of product information and brand recognition would be enhanced, it would positive influences the attitude towards the advertisement and products. Liu et al, 2007) Different research proposed four main types of advertising endorsers including celebrities, experts, CEO and typical consumers to streamlet the effectiveness of communication between the endorsers and consumers through advertisement (Freiden, 1984 Wang, 2002). The outfit of the endorser is suggested to create positive attitude toward the consumers (Chaiken, 1979). McGuire (1985) also suggested that endorser which is known and likable towards the audience may bring persuasiveness to the advertisement. 2. 1. 1Celebrity EndorserSchiffman and Kanuk (2007) defined celebrities to public and famous figures. Celebrity commonly has a linkage with the source attractiveness. Research has found that there is a linkage between the glory attractiveness and attitude changes toward adverti sements (Chaiken 1979 Caballero and Pride, 1984). Companies usually use celebrity to be the endorser of product in order to increase the popularity or attraction, making audience to have a positive attitude toward endorsed products, the brand and the advertisement. Research supported the celebrity endorser is adequate for different types of products.It is generally shows that celebrity endorser make positive contribution in different aspects like brand awareness (Till 1998), brand recall (Friedman 1979), attitude toward the advertisement Kamins 1989 Frieden 1984 Tripp, Jensen,and Carlson 1994), and also purchase intention (Ohanian, 1991). Research also shows that celebrity endorser would generate positive attitude towards brand recall, attitude towards the advertisement, and also purchase intention (Wang 2002). Celebrity with high expertise tends to have higher direct of sources believability and combiningworthiness. Buhr, Simpson, and Pryor 1987). Studies found that celebrity e ndorser would be perceived higher set up for likeability attribute by the consumer, comparing to an expert, CEO or customer endorsers (Freiden, 1984). However, in the same research, it did not show that celebrity endorsers have a significant advantage when compared to other types of endorsers in the measure of expertise, believability, product quality and trustworthiness. Celebrity endorser would generally create a positive perception to consumers in sources attractiveness in terms of credibility perceptions.Researchers have found that celebrity endorsers have higher credibility to make the product be to a greater extent desirable and also higher the image of the product 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. Newell, 2000) Research also suggest that celebrity endorsement can increase brand and product recall (Clark and Horstm an, 2003). 2. 1. 2 good Endorser intelligent endorser is perceived as a person who has extensive skill or knowledge in a particular field.Expertise is the extent of the communication source which has relevant knowledge and skills. The trustworthiness attribute 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 credibility in terms of the expertise and trustworthiness. Research suggests that endorser who has higher take aim in expertise or trustworthiness, would be more effective 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 slight(prenominal) expertise in the persuasion theory. (Ohanian 1990 Stemthal, Phillips, and Dholakia 1978). The leg of influence of the expe rt 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 between 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 sham person and the fit of the product, the force shows using expertise would create a significant positive birth towards the brand attitude and purchase intentions.The research shows expertise source is significant when compared to the attractiveness source in di fferent advertisements and products. 2. 2Endorser Credibility According to Ohanian (1990), endorser credibility can be defined as as a communicators positive characteristics that affect the receivers acceptance 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 attributes 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 likely 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 generated additional interest to determine how these attributes in an endorser individually enhance advertising effectiveness (e. g. , Homer and Kahle 1990 Kamins 1990 Maddux and Rogers 1980 Patzer 1983 Till and Busier 1998, 2000). 2. 2. 1 trustiness Trustworthiness is the level of consumers trust toward the endorser and advertising message (Hovland et al. 1953). It also misbegottens the general believ ability 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 accepted, 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 channelised that the endorser with both expert and trustworthy would generate the opinion change of consumers. Trustworthiness moreover refers to the downrighty, believability and integrity of an endorser (Erdogan 1999).Therefore, honesty is in the trustworthiness attribute in this study. 2. 2. 2Expertise Expertise is one of the fundamental dimensions of source credibility and is the knowledge sources are perceived to possess active the product they are endorsing (Homer and Kahle 1990 Ohanian 1990). Recent studies on source expertise indicates that the expertise at tribute 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 group attractiveness attributes in source attractiveness itself, however, attractiveness can also be as an attribute of source credibility in advertisments (McCracken, 1989 Ohanian, 1990).In the research of Maddux and Rogers (1980), likability is considered to be a test variable of attractiveness attribute in endorser credibility. Therefore, likability would also be tested as attractiveness variable in the study, it is employed as the measure of homological vali dity 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 turn out 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 group these three variables together in order to test a more 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 possibility of a customer stealing a product or making a recommendation for product. ) It is also a extremity of the deman d for product information, 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 emotional 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 judgment of a brand. It breaks the process of the brand product, reputation and the benefits. 2. A ttitude 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 situation (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 set 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 Hypothesis can be defined as the match-up theory between an endorsers and a products attributes. McCracken (1989) and Kahle (1985) suggest the celebrity endorser create better inherent match and congruency effect than other types of endorsers by having higher level of attractiveness. Researches based on the matchup supposal find that attractiveness is a significant deter minant 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 focus on product-endorser fit based on endorser attractiveness. Research suggests that the attractiveness of a celebrity 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 there 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, 1986 a, 1986b) suggests that there are two route, the central route and peripheral route, whereas the peripheral route is more likely to prove that endorser relationship with the information affect of the advertisement. ELM posits that a source discriminative stimulus does not serve as a simple acceptance or ejection cue but may be considered together with all other information in the recipients attempt to measure out 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 about 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 a bout the brand and product featured Chapter 3 Research Hypothesis and Conceptual theoretical account 3. 1Introduction According to research purposes and literature reviews, the study proposes the research skeleton in the closet 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 performance 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 trustworthiness 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 prod uct 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 tested across home run 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 each 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, a n expert is a person represents expertise of the product and skin care.The experts who appeared in the advertisement standard has been noted a professional doctor of skin care and dermatologist. They have no public notoriety but appear in an advertisement for representing the authority of the product. The samples are based on real print advertisements (see appendix 1 and 2), in order to increase the authentication. Famous Hong Kong singer Kandy, a member of the band Sugar 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 endorser is from the real print advertisement of Neutrogena, however, for the expert endorser, we created a fancied endorser, as the names and their scope of profession have changed to fit this sample research. The use of a created endorser offers a benefit of controlling the experiment. Although endorsers are usually well-known, there can be a sig nificant amount of variation in subjects knowledge and attitude toward any devoted endorser.By using a created endorser, we minimize the amount of variation in subjects knowledge thereby strengthening the statistical power of the analysis. In order to avoid brand perception of the audience, the products in the sample advertisements has used the brand name Super which does exist in the reality market, instead 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 name, super was used. 4. 1. Questionnaire Structure and Details The questionnaire used for this study consisted of five parts targeting 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 beginning and followed by a notes explaini ng the terminologies used in the questionnaire. For the scale of data measurement, 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 set of avowals that ask answerings to express their level of agreement or disagreement of a five-point scale (Churchill, 2005). For the remaining parts, they were consisted of single and multiple selections of answer. 1=Strongly Disagree 2=Disagree 3=Neutral 4= oppose 5=Strongly Agree 4. 1. 3. 1 Part A of the Questionnaire The number 1 part of the questionnaire aimed to obtaining data about the answerings 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 fam iliar 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 veridical endorser for Garnier.The second one is endorsed by a fictitious expert endorser, named as Albert Li, noted as a professional doctor of skin care. The context 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 each advertisements, it is a set of tilts regarding the at tributes 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 Neutrogena.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 professional marketing. The context of the advertis ement 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 provide their gender, age, educational level and income. The information would be used to test the difference response from different demographic group, mainly the educational level and income, since the target group is selected to be three-year-old female adults in generation Y. 4. 2 Questions Analysis and Discussion Guide The mickle is set in two main sections.One scale is used to pass judgment endorser credibility, including the aspect of attractiveness, expertise, image, li keability 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 choose. 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 believabil ity (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 do good mat ch with the product and helped them to understand the function of the products. The result of this hypothesis would be 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 analyzed 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 combined 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 e ndorser 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.Another 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 reliable and This advertisement is persuasive. In addition, 1 statement was set to test the purchase intention of the audience towards the advertisement and endorsed product, which was This advertisement increases my intention to purchase the product. These three attributes would be the dependent 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 vicenary 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 years old, which are mostly in the student segment. In this group of people, 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 comprehensive understanding and relative matured self-norms. 4. 4 Pilot Test A pilot test was through in advance of distributing of the questionnaire for gathering information, this is to ensure the format and design 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 population 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 quest ionnaires were returned with comments on the questionnaire design. Some amendment and adjustment was made to the questionnaire after reviewing the feedback of the sample population, the modification included adjusting the layout of the questions, use of questions wordings, partition of demographic data of respondents, and elimination of repeated questions. 4. 5 Distribution of the questionnaire Data were collected from a total of 203 respondents on the internet survey instrument.The survey is deal 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 population 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 c omparasion 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 step 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, basic demographic data of the respondents, including age, gender, education level, occupation and personal monthly 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 ma le respondents. The 4 male respondents are all from the internet survey. The female respondents have 98. 03% of sample population, 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 industrious 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 contribution of the respondents in the age group 26-30 was 17. 24%, there were 35 respondents in this age group. Educational Level Over a half of the respondents educational level is above bachelors degree. 110 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 pos tgraduate 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) steal skin products 1 to 2 times a month. The following group is respondents who deprave 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-c are brands the respondents mostly buy, the result between brands is close. Shiseido Limiteds 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 respectively. 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 o f 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 havent noticed any endorsers advertising. The channels that respondents get the information of the skin care product advertisements were asked in the survey.Most of the respondents true 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 acquiring skin care products information from TV, movie and internet. These two channels had the same population. 12. 81% (26 out of 203) of respondents were getting information from peers 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 o f 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 internal consist multi-item scales of endorsers credibility and advertising effectiveness dimensions, Cronbachs alpha was used. It provides the coefficient of inter-item correlations and mensurable the internal consistency of various items. Referring to Cohen et al. 2007), the reliability level was marginally acceptable 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, trustw orthiness, 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 Singh,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 exam the relationship of dependent variable (Y), advertising effectiveness, to relate the independent variables(X), which is the endorsers credibility, for the prediction. The measures of endorsers credibility consisted of 5 attributes, which are trustworthiness, expertise, believability, attractiveness and honesty. Meanwhile, 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 remove in the analy sis. 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 lay down of all endorsers advertising effectiveness. Coefficient of Determination R squareMujis (2004) had provided a guide to assess how well a developed model fit the data. The table would give a clearer interpretation of Mujis suggestion. 0. 5 Strong Fit Result of Endorser Credibility and Advertisement Effectiveness Model tellmary Model R R Square Adjusted R Square Std. misunderstanding 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 coeffic ient 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 adjusted 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 Mean Square F Sig. 1 Regression 67. 671 1 33. 8 36 404. 646 . 000a Residual 16. 724 201 . 060 Total 84. 395 202 b. a. Predictors (Constant), Credibility1, Credibility2 Credibility3, Credibility4 b.Dependent Variable 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 h as 3. 42 points. Both endorsers perceived as trustworthy, and have a very close result.The expert endorser Albert certain a slightly higher point than Kandy only. Honesty 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 grade 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 attribute. 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 real a low score, which is lower than the neutral 3 point. The respondents disagree that Kandy is prof essional and has expertise towards the product. In contrast, 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. Deviation 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 the 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 conclud e 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 affinity of Celebrity and Expert Endorsers Mean N Std. Deviation Std. Error Mean Pair 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 trustworthy 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 score 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 trustwor thy 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 betwee n 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 utmost 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 attributes 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 Combined 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 expe rt 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 Score of Celebrity Endorsers Credibility Attributes Kandy Gaile Attractive 3. 87 3. 44 Likability 3. 51 2. 72 Attractiveness Average 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 Score 3. 26 2. 8828 In the table, it has shown the mean score of celebrity endorsers credibility attributes, combining 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 at tribute (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 midpoint 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 Trustwor thiness(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 Score 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 Average Score 3. 3113 3. 2197As shown in the table, it indicated the mean score of expert endorsers credibility attributes, comb 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. 4 3 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 contrast 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 Cel ebrity 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 H1credibility 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 CelebExperti se, 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