Exploring the Impact of Single Celebrity Vs Multiple Celebrity Endorsement on Consumers Brand Choice Behavior
Published: 2013
Author(s) Name: Jayswal Rachita M, B. K. Nirmal, Panchal Priya K |
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Abstract
Multiple celebrity is defined as the use of two or more celebrities in an advertising campaign (Hsu & McDonald, 2002) while
single celebrity endorsement refers to the use of only one celebrity in an advertising campaign. This study aims to analyze the
impact of single vs. multiple celebrity attractiveness and product match-up on consumer brand choice behavior by conducting
an experiment. Questionnaires were administered on a sample of 250 respondents. Correlation analysis was significant, and
after that multiple regressions were used to test the impact on consumer brand choice behavior of single vs. multiple celebrity
endorsement. Implications of advertising strategy, limitations of this research, and the scope for future research are discussed.
Keywords: Multiple Celebrities, Single Celebrity, Celebrity Attractiveness, Celebrity Product Match-Up, Consumer Brand Choice Behavior.
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