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The Effectiveness of Celebrity Endor...

Ratanakitcharoen, Chatchart.

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The Effectiveness of Celebrity Endorsement in Luxury Wristwatch Advertisements: Consumers' Purchase Intention.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Effectiveness of Celebrity Endorsement in Luxury Wristwatch Advertisements: Consumers' Purchase Intention./
Author:	Ratanakitcharoen, Chatchart.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	71 p.
Notes:	Source: Masters Abstracts International, Volume: 81-12.
Contained By:	Masters Abstracts International81-12.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27835656
ISBN:	9798641421469

The Effectiveness of Celebrity Endorsement in Luxury Wristwatch Advertisements: Consumers' Purchase Intention.
Ratanakitcharoen, Chatchart.

The Effectiveness of Celebrity Endorsement in Luxury Wristwatch Advertisements: Consumers' Purchase Intention. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 71 p.

Source: Masters Abstracts International, Volume: 81-12.

Thesis (M.A.)--Texas Southern University, 2020.

This item must not be sold to any third party vendors.

There are many research projects that focus on the effectiveness of celebrity endorsements on consumers' purchase intention, but there are not many research projects that focus on this effectiveness with regard to a specific product. Advertisements for the luxury wristwatch have been using celebrity endorsers, but there is no confirmation that this is an effective strategy for influencing consumer's purchase intention. Thus, this study investigated the effectiveness of the celebrity endorsement in the luxury wristwatch advertisement on consumers' purchase intention by focusing on specific aspects of the celebrity endorsement (endorser-product congruence, familiarity, attractiveness, and imitation-value) that have used in the prior studies.The study collected its survey data online within the United States (N = 212), with the participants asked to view two luxury watch advertisements-with a male celebrity endorser in one advertisement, and a female celebrity endorser in the other-before answering the survey questions about their purchase intention. The results from multiple regression analysis show that celebrity endorser-product congruence and familiarity only affect the consumer purchase intention when the luxury wristwatch is endorsed by the female celebrity, but not when it is endorsed by the male celebrity. The study also shows that the attractiveness of either male or female celebrity endorser in the luxury wristwatch advertisements seems not to have an impact on consumer purchase intention. In addition, the results of the study show that the imitation value of both the male celebrity endorser and the female celebrity endorser could influence the consumer to purchase the product.Encoding/decoding theory, the theoretical framework in the study, explained that each consumer may interpret the message of the celebrity endorser differently from what the advertisers/marketers (i.e. encoder) intended. Hence, the present study suggests that future research should study the effectiveness of the celebrity endorser on consumers' purchase intention by using different products or by using different types of celebrity endorsers. The finding of the study can be also used as a guideline for advertisers/marketers when selecting the celebrity to endorse the product.

ISBN: 9798641421469Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

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The Effectiveness of Celebrity Endorsement in Luxury Wristwatch Advertisements: Consumers' Purchase Intention.
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