CHAPTER 1

INTRODUCTION

1.0 Introduction

Generally, chapter one is composed of the background of study, problem statement, research

objectives, research questions, significance of study, and theoretical framework. In this chapter,

researchers will introduce the topic of research and provide a basic overview of the subject. In

this chapter also, it includes on the background of the study, where it contains the background of

the study itself, and as a clear view on what does the study all about. In this chapter also, the

researchers also includes the conceptual framework as the design of the study.

1.1 Background of the Study

The modern world of marketing communication has become colorful and inundated with

advertisements, and people are exposed to thousands of advertisements per day. It includes the

television advertising, radio advertising, online advertising, mobile billboard advertising,

magazine, newspapers and others. Advertising and marketing play an important role in the

preferences and consumer buying behavior. However, advertisements which are unbelievable or

over-dramatized can irritate consumers, and their claims about the advertised products frequently

are not accepted (Obermiller, Spangenberg and MacLachlan, 2005).

According to Wikipedia (2010), advertising can be defined as a form of communication intended

to persuade an audience such as viewers, readers or listeners to purchase or take some action

upon products, ideals, or services. Yet according to Julian Petley, advertising means by which

goods or services are promoted to the public (Julian Petley, 2003, pp.4).

Rodriguez (2008) stated that the endorser is a person who makes a ‘testimonial’, or a written or a

spoken statement, extolling the virtue of some product. The endorser could be public figure or a

private citizen. Although there are various approaches to advertising, the use of endorsers to

increase an advertisement’s persuasiveness is very common. Nowadays, endorsements of

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products or brands (sponsorship advertising) take on many forms of endorsers including

identifiable people, unidentifiable or typical consumers, corporations or organization, and

inanimate figures like cartoon characters (Stout and Moon, 1990). Recently, the public’s

attention has focused on endorsements of identifiable people, more often referred to as celebrities

(Daneshvary and Shcwer, 2000). Furthermore, the use of celebrities to market the products has

also become quite prevalent in advertising. As a result, many marketers or advertisers have made

use of the celebrities for a wide range of products and also to promote their products even though

the advertisement incurs high cost to the advertisers.

A recent estimate indicates that almost 20 percent of all advertisements worldwide use celebrity

spokespersons (Shimp, 2007). The celebrity itself can be defined as an individual who is known

to the public for his or her achievements in areas other than that of the product class endorsed

including actor, sports figure, entertainer, etc (Friedman and Friedman, 1979). According to

McCracken (1989), celebrity endorsement advertising has been recognized as a ubiquitous

feature of modern marketing. He also states that celebrity endorser can be defined as any

individual who uses his or her public recognition on behalf of a consumer good by appearing

with it in advertisement. In the ‘What is Celebrity Advertising?', Celebrity advertising can be

defined as the use of a public figure’s likeness for the purpose of selling a product or services.

Celebrity endorsers encompass entertainers including actors, actress, singers, and models,

athletes, politicians, and business people (Hsu and McDonald, 2002).

The article ‘Celebrities Based Advertising’ claimed that marketers have been using celebrity in

commercials, print campaigns and promotions for years as using the celebrities will increase the

viewers attention. As a result, marketers are spending enormous amounts of money annually on

celebrity endorsement contracts based on the beliefs that celebrities are effective spokespeople

for their products or brands (Hsu et al., 2002). It is agreed where most advertisers also belief that

advertising messages delivered by celebrities provide a higher degree of appeal, attention and

possibly message recall than those delivered by non-celebrities. Marketers also claimed that

celebrities affect the credibility of the claims made, increase the memorability of the message,

and may provide a positive effect that could be generalized to the brand (Cooper, 1984).

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The self-concept, an individual’s perception about himself or herself, is a fundamental

determinant of all human behavior (Kumar and Kim, 2009). The consumers’ self-concept can be

reflected by their product and brand choice and, at the same time, reinforced through their

consumption behavior related to the product and brand (Goldsmith et al., 1999; Lau and Phau,

2007). It is supported by Hogg, Margaret and Mitchell (1996) which claimed that consumers’

choices about specific brands should be seen as more than a series of single and independent

decisions; these choices involve relationships among person, product, and brand.

Consumer behavior is an attempt to understand and predict human actions in the buying role. It

has assumed growing importance under market-oriented or customer oriented marketing

planning & management. Consumer behavior can be defined as “all psychological, social &

physical behavior of potential customers as they become aware of, evaluate, purchase, consume,

& tell others about product & services”. Yet, consumers’ buying behavior can be divided into

three categories, which are (i) those who purchase power is high enough to go on periodic

shopping sprees, (ii) people who shop for necessities, and (iii) bargain hunters.

Malaysia is classified as an upper-middle income country and considered as one of the most

developed of the developing countries. The people living in Malaysia have a strong shopping

fetish, especially during weekends and on the public holidays. Malaysians spend a high

percentage of their household income on food, groceries and personal care items, ranking third

out of the ten major economies in the Asia-Pacific region excluding Japan (Anonymous, 2005).

However, Malaysians’ preferences is not only limited to the consumer goods, but also to durable

goods, such as electrical and electronics aside from motor vehicles.

Malaysian consumers are becoming more knowledgeable and discerning, and are not easily

influenced by the advertisements and promotions alone without any additional support to

encourage them to buy the product. They are price-conscious and at the same time desire for

brand quality (Anonymous, 2005). That’s why the marketers and advertisers are trying so hard

by using the attraction of the celebrity to attract the consumers’ attention. This can be seen where

lots of products, especially food products being endorsed by the celebrities. For instance, Mamee

Slurp being endorsed by the singer, Mawi, Amelia, Aznil and others. Other than that, celebrity

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endorsement in Malaysia also can be seen for Power Root products, where the products had been

endorsed by multiple celebrities such as Rosyam Noor, Mawi, Farah AF2, Linda Onn and many

more. Not only to create awareness among customers, the use of celebrity endorsements also

sometimes to create purchase intention among the customer, which really good for the company

to stay alive in the market competition. Therefore, it is worth to know the effectiveness of using

the celebrity endorsement in the advertising in creating purchase intention among customers.

1.2 Problem Statement

Globalization is somewhat seen as generalization of advertising across cultures. Abd. Rahim,

(2003) stated that people living in different countries often belong to different cultures, and

cultures again may even vary widely within a multi- ethnic country such as Malaysia. Before

continuing into the issue of the study, it is important to have a basic understanding on the

concept of advertising. From Wikipedia, (2010) advertising is a form of communication intended

to persuade an audience (viewers, readers or listeners) to purchase or to take some action upon

products, ideals or services.

The term celebrity is normally associated with individuals who is known to the public (actor,

sports figure, entertainer, etc) and typically have a high profile (Friedman and Friedman, 1979),

and Kamins (1989) defines celebrity endorser as an individual who is known to the public for his

or her achievement in areas other than that of the product endorsed. And McCracken (1998) has

defined celebrity endorser as any individual who enjoys public cognition and who uses this

cognition on behalf of a consumer by appearing wit in an advertisement.

There are multiple types of advertising that have been used in order to attract consumer to

purchase or to take some action upon the product or services. Therefore, it’s been difficult in

choosing the best alternatives with attention to hold customers attention. In fact, advertisers face

an increasing challenge in a crowded media environment of attracting consumers’ attention,

celebrities are said to have the ability to break through this media clutter and hold viewers’

attention (Miciak and Shanklin, 1994; Charbonneau and Garland, 2005). To date, consumers are

very selective to a certain product and very demanding.

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In these days, the public is generally questioning and wondering the important of using celebrity

in selling product and services especially in food product. In line with this, the manufacturers or

producers should be more sensitive to the celebrity endorsement issue in order to increase their

customers trustworthy and attractiveness towards the food product. According to Atkin and

Block (1983), consumers have an unchanging image about any celebrity endorser, and this image

effect is transferred to the endorsed brand. Ohanian (1990), for instance exposed that

investigations of celebrity endorsement suggest that celebrities influence consumers through

characteristic such as expertise, trustworthiness, attractiveness, familiarity and likeability.

Moreover, the using celebrity endorsement it may have potential hazard. It occurs when the

celebrity endorses more than one product (Dyson & Turco, 1998; Tripp, Jensen, & Carlson,

1994). Once the celebrity endorses more than one product, the credibility and effectiveness of a

celebrity can be questioning by a consumer. In spite of that, the celebrity’s image of

trustworthiness can be jeopardized, along with the brand’s image itself (Tripp, Jensen, &

Carlson, 1994). On the one hand, the uses of a celebrity to endorse a product involve substantial

cost.

To date, few studies have been intended to clarify the reasons why the use of celebrity endorsers

in advertising serves its purposes in some cases but not others (Misra and Betty,1990). Some

research results reveal effectiveness of celebrities as endorsers (Freiden, 1984), but other

researches suggest that celebrity endorsement may have different degrees of effectiveness

depending on other factors like the "fit" between the celebrity and the advertised product (Till

and Shimp, 1998). At this stage, it has produced a critical question with the extent on how the

effectiveness of celebrity endorsement would impact purchase intention in food product. In other

word, do the celebrity endorses are better? This is the issue which needs to be investigated.

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1.3 Significance of Study

Foodservice industry has been known as a global industry and it has been one of the fastest

growing industries in our country, Malaysia. This study sought to identify the relationship

between celebrity endorsement on attractiveness and sources of credibility in creating purchase

intention. The contribution of celebrities will be the factors that will lead to the purchase

intention among consumers.

For food service industry, these studies may helps advertiser in increasing the attractiveness and

credibility of the product by using this method of advertising. By conducting this study also, it

may help for operation industries in order the advantages by using this celebrity to market and

promoting the product.

This study also can act as references for the future study which may gives useful information for

individuals whom interested in running a study of achieving purchase intentions. The theoretical

contribution of this study enriched the body of knowledge that can be learnt by educators,

researchers and students. It could contribute a lot of advantages for the future research due to the

limited number of this research.

1.4 Research Objectives

This study is to understand the factors that contribute into the consumer purchasing behavior.

From the problem statements that have been discuss in the previous, here are the objectives of

the study:

1. To examine the impact of attractiveness of celebrities to purchase intentions.

2. To examine the associations between the celebrities towards purchase intentions.

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1.5 Research Questions

In supporting the objectives and direction for this research, the following research questions have

been formulated.

1) What are the impacts of attractiveness of celebrities to purchase intentions?

2) In what extent the sources of credibility of celebrities associate with purchase intentions?

Based on the highlighted objectives and questions, a simple framework has been developed.

From the conceptual framework it shows us the relationship between the using of celebrity

spokesperson with it implications to the purchase intention.

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1.6 Conceptual Framework

THE FEATURES OF CELEBRITY ON CELEBRITY ENDORSEMENT THAT

LEADS TO PURCHASE INTENTION

Celebrity Endorsement

INDEPENDENT VARIABLES DEPENDENTVARIABLES

Figure 1.0: Conceptual Framework

Theoretical framework is a logically develop, describe and explain network of association among

variables of the research study. It guides the researcher throughout the research study and helps

them to find the significance findings to the problems stated above. In this study, the dependent

variable is the purchase intention, while the independent variables are the attractiveness and

sources credibility of the celebrity.

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Celebrity

Attractiveness

(Adapted: Kahle and Homer, 1985)

Sources of Credibility

(Adapted: Hovland and Weiss, 1951)

Purchase Intention

(Adapted: Rodriguez, (2008)

CHAPTER 2

LITERATURE REVIEW

2.0 Introduction

Literature review is a summary and analysis of current knowledge about a particular topic

or area of inquiry. A literature review discusses published information in a particular subject

area, and sometimes information in a particular subject area within a certain time period. A

literature review can be just a simple summary of the sources, but it usually has an organizational

pattern and combines both summary and synthesis. A summary is a recap of the important

information of the source, but a synthesis is a re-organization, or a reshuffling, of that

information. Depending on the situation, the literature review may evaluate the sources and

advise the reader on the most pertinent or relevant. There are many different sources of literature

such as books, government and industry, electronic database, journals and conference

proceedings, article, thesis and dissertations and internet searches. In this research literature

review, the researchers focused on the three variables which are peer’s influence, food habit and

preferences and socioeconomic. This literature review aims to provide a comprehensive account

of the different theories which will provide frameworks for answering market research questions

relating to “The features of celebrity on celebrity endorsements that leads to purchase intention”.

2.1 Purchase Intention

What is purchase intention? As according to business dictionary, purchase intention is defined as

a plan to purchase a particular good and service in the future. According to Fishbein and Ajzen

(1975), purchase intentions are defined as decisions to act. As studied by Eagly and Chaiken

(1993), purchase intention is defined as psychological states which represent the individual’s

perception to engage in a particular behaviour. According to Howard and Sheth (1967), in its

simplest form, predicting purchases rests on the stage preceding actual purchase, and is referred

to as “intention to purchase”. From the Bagozzi (1983), Engel, Blackwell and Kollat (1978),

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Fishbein and Ajzen (1975) Howard and Sheth (1969) and Warshaw (1980) point of views, there

are some various theories results with, purchase intention helps predict following purchase. From

the researcher’s point of view, there are several factors that lead to purchase intention which is

celebrity endorsement on the brand itself, attractiveness and sources of credibility of the brand.

According to Rodriguez (2008), today’s clothing companies spend a significant amount of their

budget on hiring endorsers to advertise their brand. Hiring an endorser is, therefore, an important

decision for a company. Although there are various approaches to advertising, the use of

endorsers to increase an advertisement’s persuasiveness is very common. The researchers predict

that by this Rodriguez (2008) statement, consumer will be more aroused or excited to purchase

the product even though it is not necessary. Celebrity endorser normally comes from a celebrity

that is well known by viewer on the media.

As stated by Lane (1996), celebrity endorsements are nothing new to product marketing. For

example in 1996, companies invested more than $1 billion in athletic endorsement deals and

approximately $10 billion more to advertise and promote the celebrity endorsements. According

to Erdogan, Baker and Tagg (2001), a spokesperson’s or celebrity role is to make the

advertisement stand out from the clutter, arrest potential customers, add value to the brand, and

lastly, build a lasting impression to encourage the consumer to make a purchase. By this

statement, consumer or customer will be desire more on intention to purchase. There is a

challenge in advertising which is argued by Lane and Russell (2000), argue that “one of the

primary challenges for advertising is to provide a tangible and differentiating element to the

marketing of services”.

Glancing back to the definition of purchase intention, purchase intention is defined as a plan to

purchase particular good and service in the future. Stafford, Stafford and Day (2002) states on

tangibility matters, ‘tangibility’ as “the visualization of a service’s benefits or qualities, the

association with an extrinsic product, person, event, place or object, the physical representations

of the service, and documentation such as facts or figures explaining the characteristics of a

service”.

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Spears and Singh (2004) defined the term of purchase intention as an individual’s conscious plan

to make an effort to purchase a brand. In addition for purchase intention, Brown and Stayman

(1992) claimed that there is a consistent relationship between attitude towards the advertisement

and attitude towards the brand and purchase intentions. There are positive and negative elements

in anything.

Globally viewed by Roth and Romeo (1992), if a country has a positive image on specific

product category dimensions, which are very important to product classification, then consumers

would perceive these products more favorably, positive attitudes would result in higher purchase

intention toward products of this category from that country. For purchase intention, there is

positive and negative attitude in it. As to support, McKenzie et al. (1986) stated that consumers

are said to have a tendency to purchase products from brands where they develop positive

attitudes (Goldsmith et al., 2000). There is a consistent pattern showing the effect of attitude

towards the brand on purchase intentions.

Jolly and Mowen (1984) contend that, a good image of the manufacturer may maintain consumer

confidence in the manufacturer and the product. This opinion is confirmed by Dinnie et al.

(2006) who have shown that the better the company brand image, the more positive are purchase

intentions. Dinnie et al. (2006) explain that company image has a positive impact on retention of

clientele. In the same context, Mittal (1998) Hennig-Thurau (2002), a number of experimental

studies have demonstrated that brand loyalty directly affects purchase intentions. Thus, the

degree of consumer purchase intention will increase.

Regarding the matters related to purchase intention, Prendergast and Po (2009), consumer

perception of advertising credibility significantly influences attitude towards a brand and

purchase intention. There are elements that influenced to purchase intention as studied by Sirgy

(1982), he stated that a favourable brand personality could increase consumer preferences and

usage. From Biel (1993) there are foster feelings of comfort and confidence in the minds of

consumer itself. Fournier (1998) studied that, it will enhance level of loyalty and trust while

Keller (1993, 2003) states that, this could provide a basis for brand differentiation among the

myriad brands on the market, thus potentially influencing consumers’ brand purchase intention.

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Regarding the influence to purchase intention again, Wang and Yang (2008) quoted that when

buying branded product, consumers purchase intention may not be influence only by brand

perception.

There is a study run by Fishbein and Ajzen (1975), Carr and Sequeira (2007), on behaviour and

attitude of consumer in purchasing intention which quoted by them which is, an individual’s

purchase intention towards a product/brand is determined by his/her attitudes as well as by

beliefs of the perceived usefulness and perceived ease of use.

Purchase intention also may be affected by consumer. The effect will be the brand or product

image by consumer attitudes towards it. As extract by Hsieh et al. (2004), Hsieh also point out

regarding this matter where customer attitudes towards one’s image could affect the brand

purchase intention. It is supported by Wang and Yang (2008) where they cite that positive image

could enhance the effect of brand personality on purchase intention, reflecting by negative image

would weaken the impact of brand personality on purchase intention. In order to achieve higher

purchase intention so as positive brand personality, a company should have a positive image.

There will be less in purchase intention by consumer and positive brand personality if they are

having the negative image. Wnag and Yang (2008) also come with a hypothesis on this, where

brands not only need to have positive personalities, thus it needs to be supported by positive

image in order to achieve higher purchasing intention.

As according to Yasin, Noor and Mohamad (2007), purchase intention and choice of brands are

affected by consumer favourable brand beliefs. Study runs by Sidin, Abdul Rahman, Abdul

Rashid, Othman, and Abu Bakar (2008), there are ranking and range of ages for children in

Malaysia on purchasing intention matters. They were also observed that children between ages of

nine and ten point out high preference for several factors. The factors are brand, price, and store

when purchasing food products and reading materials. However, a bit different when purchasing

stationary items, they were more focusing towards brand, choice and salesperson. They also

designate high intention for future purchase but not for repeat purchase and not likely to

manipulate their parents to purchase the product.

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Sidin, Abdul Rahman, Abdul Rashid, Othman, and Abu Bakar (2008) again stated that, there is a

difference between sex which is male and female children in purchasing intention. In terms of

first choice ranking, female children showed high preference for brand, price, and salesperson on

food product than male children. For reading material purchases, male children showed high

preference ranking towards brand, price, store, future purchase intention, and product disliking

compared to female children who showed more flattering ranking towards the salesperson. Both

male and female children however, indicated high intention for repeat purchase and influence

purchase but least intention for future purchases.

Emotional can response in purchasing intention. According to Morris et al. (2002), emotional

response to a brand is a strong predictor of purchase intention and accounts for more than twice

the variance of cognition. Consumers are suffused with commercial messages relative to brands,

and advertisements that stir up emotional responses can significantly affect purchase intention.

There is a research regarding other consumer products, it seems to focus on the impacts of

celebrities on product awareness, attitudes towards the product and purchase intention. Kamins

& Gupta (1994), Lee, Scott and Kim (2008), Misra and Beatty (1990), Ohanian (1991), Silvera

and Austad (2004) and Tripp et al (1994).

2.2 Celebrity Endorsement

Celebrity endorsements are nothing new to product marketing. For example in 1996, companies

invested more than $1 billion in athletic endorsement deals and approximately $10 billion more

to advertise and promote the celebrity endorsements (Lane 1996). In 1998, Nike cut its

endorsement budget by $100 million while Reebok International dropped 700 athlete endorsers

(Walker 1998). The choice of Tiger Woods as the celebrity under examination is twofold.

First, golf is an individual sport, making it relatively easy to identify and segregate an individual

athlete’s performance. Secondly, the nature of the media coverage of the sporting event directly

impacts the amount of exposure the athletic endorser receives. In other words, when a golfer is in

contention to win a tournament, they receive increased media coverage.

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The increased media coverage may represent additional publicity for the endorsing firm

providing a unique setting to evaluate the relationship between the athlete’s performance and the

ongoing value of the endorsement contract. Although many studies analyze the use of celebrity

endorsement contracts in product advertising, the primary focus has been to examine how

celebrity endorsements influence consumer behaviour. For example, theories of credibility or

physical attractiveness examine the impact of perceived trustworthiness, expertise, familiarity,

and likability of the celebrity (Kamins, Brand, Hoeke and Moe 1989).

As according to (Price and Greene 1990, Williams and Qualls 1989), other studies examine

contingent conditions that may influence the processes of identification, credibility or

attractiveness. Examples include the attractiveness of the celebrity (Kahle and Homer 1985). The

celebrity’s are the expertise of the product (Buhr, Simpson, and Pryor 1987, Ohanian 1991).

Approximately 20 percent of all commercials use some type of celebrity endorsement (Bradley,

1996). Recent highly visible examples include Candice Bergen for Sprint, Jerry Seinfeld for

American Express, Michael Jordan for Nike, Cindy Crawford for Pepsi, and Grant Hill for Fila,

Christie Brinkley for the Milk Council, and Ken Griffey, Jr for Nintendo (Bradley, 1996).

Although endorsers can be used for a variety of purposes such as getting attention (Kaikati,

1987). And penetrating commercial clutter (Miciak and Shanklin, 1994), the high cost of

endorsements suggests that marketers expect to get far more value from the endorsement than

simply the use of a clever executional device designed to attract consumer attention.

Despite the popularity of celebrity pitchmen (and women), many commercials using celebrity

endorsers do not live up to advertisers’ expectations. Miciak, A.R. and Shanklin, W.L.(1994).

For example, Nike’s consistent use of Michael Jordan as endorser results in consumers thinking

of Michael Jordan when thinking of Nike, and, consumers thinking of Nike when thinking of

Michael Jordan. Nike and Jordan have become part of each other’s association set (Brian D. Till,

1994). Sometimes a brand will either use a celebrity endorser only sporadically or

opportunistically either at the whim of the client or the agency. Payback on the investment in the

celebrity endorsement comes from using the celebrity regularly over time. (Brian D. Till, 1994).

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Celebrity endorsements will be more effective when used consistently over time to increase the

strength of the link between the celebrity and the endorsed brand. For example, Sprint’s long-

running use of Candice Bergen has helped build a strong associative link between Sprint and

Candice Bergen (Brian D. Till. 1994). When considering the issue of fit, one must consider one

other element beyond the brand-celebrity fit. It is important to consider fit with the target

audience, the brand-celebrity-target audience fit. It is critically important that the associations

that the advertiser or marketer believes the celebrity has are associations that the brand’s target

audiences actually have of the celebrity.

Different groups of people may have different associations for any given celebrity. It is

necessary, therefore, to test the possible use of any celebrity with the brand’s target group to

ensure that the image/associations that the celebrity has in the minds of the target audience are

meaningful, positive, and consistent with the advertiser or marketer’s expectations. When

selecting a celebrity endorser, consider carefully the “fit”, “congruence”, or “belongingness” of

the celebrity and brand (Brian D. Till, 1994).

Celebrity endorsers can be used to effectively reinforce and/or create an image for a product or

service. Test potential brand or celebrity combinations to ensure that the impression and image

of the celebrity is positive for the target audience. For example to this matters are, Pepsi has used

a variety of endorsers such as Michael J. Fox, Madonna, Michael Jackson, etc. This is to

reinforce their “youth” image (Till, 1998).

Classical condition research has shown that it is more difficult to condition a response to a

familiar stimulus. In the other study, conditioning procedures were used to positively influence

attitude toward several types of soft drinks: unknown brands such as Cragmont, moderately

familiar brands such as Shasta, and well-known brands such as Pepsi. Results indicated that a

positive attitude (desired response) was more readily conditioned to the unfamiliar Ebano than

the well-known Pepsi (Shimp, T.A., 2007).

Celebrity endorsements will be more effective for less familiar brands. For example, Michael

Jordan has been an endorser for both WorldCom and Coca-Cola. The telecommunications firm

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WorldCom, relatively unfamiliar to many people, has more to benefit from its association with

Michael Jordan than did Coca-Cola (Brian D. Till. 1998). According to (Shimp, 2007) studies, a

recent estimate indicates that almost 20 percent of all advertisements worldwide use celebrity

spokespersons. From the (Till and Shimp, 1998) point of view, they suggest that celebrity

endorsements might vary in effectiveness depending on other factors like the “fit” between the

celebrity and the advertised product.

According to (M.Toncar, Jane S. R. and Cynthia E. A. 2007), it seems likely that some

celebrities would, because of the nature of their celebrity status, have some level of credibility,

by virtue of their expertise, trustworthiness, attractiveness, or some combination of the three.

However, particularly in the case of expertise, the product or issue being promoted by the

celebrity will certainly influence audience perceptions. Similarly, some celebrities will be

perceived as more attractive because of their celebrity status. National or international celebrities

are, almost by definition, widely recognizable, well-known and popular, almost wherever they

go. This popularity could have been derived through recognition as a television celebrity, an

athlete, a singer, actress or actor, etc. It is important for advertisers to clearly understand both the

pros and cons of using such individuals to represent their products, causes, or organizations; and

ultimately the advertisers must assess the effectiveness of such a message.

In (Goodwill, B. 1999) interview session by PSAs (Public Service Announcer) if produced

correctly and distributed to the appropriate media outlets, PSAs help educate, inform, and

motivate various publics on a variety of topics and issues. They urge us to think about people

with desperate conditions, act to help those in need and support causes that can change the

world”. He goes on to say that a good radio PSA is one that creates a mental picture of the

subject with sound effects and a strong, credible spokesperson. He also mentioned in other

article, more than 11,000 radio stations in the USA, and around two-thirds of them use PSAs.

(Bonk, K., Griggs, H. and Tynes, E. 1999)

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2.3 Attractiveness

2.3.1 Features or Dimension

In the world’s fastest expanding and most demanding consumer markets today, advertising

industry is experiencing a booming with a rapid change in a global market. The Association of

Accredited Advertising Agents Malaysia (4As) expects local advertising expenditure (ADEX) to

grow between 17 and 18 percent in 2011. Advertising is one of marketing activities and has

become increasingly important to business enterprises either large or small.

To date, more and more advertisement feature celebrities. According to Miciak and Shanklin,

(1994); Charbonneau and Garland, (2005), in a crowded media environment where advertisers

face an increasing challenge of attracting consumers’ attention, celebrities are said to have the

ability to break through this media clutter and hold viewers’ attention. From previous research, a

number of models and theories have been suggested to explain how endorsers might influence

the consumers and what aspects of the endorsements are more likely to guarantee success

(Braunstein and Zhang, 2005). It explains that, the endorser plays an important factor in

determining the success of the products they endorsed. In these days, everyone wants looks

attractive and being recognized by other people. That’s why today, billions of dollars are spent

on cosmetics applications and reconstructive surgery because people “judge a book by its cover”

(Patzer, 1985, pp. 12).

Basically attractive people get more attention from publics rather than unattractive. Therefore,

both attractive men and attractive women were found to be more persuasive. In supporting the

idea, previous research suggests that the effectiveness of celebrity spokespersons depends upon

their perceived credibility, attractiveness, or both (Toncar.M, Reid. J.S, Anderson. C.A, 2007).

Many believe that the celebrity and popularity of celebrity athletes would benefit brands,

creating positive associations, contributing to brand name recognition and creating meaning for

even the most ordinary products (Miciak and Shanklin, 1994; Charbonneau and Garland, 2005;

Stevens et al., 2003; Tingchi Liu et al., 2007).

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Moreover, Triandis, (1971) was supported that attractiveness has been conceptualized in terms of

similarity, familiarity, and likeability. It was agreed by other study, Belch and Belch, (2007),

similarity refers to the perceived resemblance between the spokesperson and the audience

whereas familiarity represents the amount of knowledge that the audience has about the endorser.

In spite of that likeability refers to the affection for the endorser based on physical appearance,

behavior or other personal traits.

The most important for advertising may be to increase purchase intention by encouraging the use

of attractive celebrity in a particular products. The Source Attractiveness Model (McGuire, 1968)

is the model of celebrity endorser effectiveness proposed by the previous researchers. In this

model contend that similarity, familiarity, and liking of celebrity endorsers primarily determine

their effectiveness, which attempts to explain why the endorser can endorse brands in many

different product categories (Simmers, C.S., Damron-Martinez, D., & Haytko, D.L. 2009).

Reality, the majority of people; young or adults buying certain products are being influenced by

the celebrity attractiveness. According to Patzer(1983), Ohanian (1990), attractiveness has

become an important factors through the increasing use of celebrities as endorsers products,

services and/or social causes. Generally, the attractiveness would lead to an increasing of

purchase intentions.

2.3.2 Physical Attractiveness

Morrow (1990) defined physical attractiveness as the degree to which one’s physical and facial

image elicits favorable reactions from others. While Patzer, (2006) defined physical

attractiveness as how pleasing someone or something looks. Furthermore, physical attractiveness

is rated from unattractive to high attractive. Generally, aesthetics hasn’t always been a priority.

But lately, there are increasing in number where people are visually attractive to those beautiful,

attractive products or services.

Usually people claims that “don’t judge a book by its cover”, however Baker M.J and Churchill

G.A, Jr (1977) views the old adage that “you can’t judge a book by its cover” does not seem to

apply to interpersonal relations in that a considerable amount of social science research suggest

18

an individual’s initial perception of and reaction to another individual are affected by the

physical attractiveness of the other person. Due to the study, physical attractiveness can be a

major influence to the first impression of the product being endorsed and then create purchase

intention. From marketers concept, it claims that celebrities affect the credibility of the claims

made, increase the memorability of the message, and may provide a positive effect that could be

generalized to the brand, (Cooper,1984) thus increasing the purchase behavior and lead to the

purchase intention.

A general measure of physical attractiveness has often been used to assess celebrity endorser

effectiveness, assuming “what is beautiful is good” (Dion, Berscheid, & Walster, 1972). As an

endorser, physical attractiveness is important in promoting the brand in any public event or

whenever the endorser has the opportunity to meet dealers and consumers. The consumers

basically attract with a physical attractiveness of an endorser rather than the product image itself.

Thus it will build up switching costs which make consumers reluctant to try new brands (Shum.

M, 2004).

Kahle and Homer (1985) have shown that the physical attractiveness of a celebrity affects the

attitude change process. It points that the physical attractive of a model conveys sensuality,

increase arousal which can affect information processing. For example, in the case of a

stunningly attractive person who claims to use a beauty product the product in question may be

assumed to be an element of the person’s beauty formula. Thus, information concerning

attractiveness is conveyed more quickly than other information, even if it is not highly probative.

However, in Malaysian situation most of the celebrity endorsement is using the actors to endorse

the product in order to create some noise in the market and lift the brand awareness while adding

value to the products. For example Celcom Malaysia uses local celebrities, such as Maya Karin,

Aaron Aziz and Fahrin Ahmad to launch the Celcom brand for the Malay segment.

2.3.3 Facial Attractiveness

The face is interesting, enduring, and informative and mostly used by people to make a wide

ranging of judgments about a person. In spite of that, the facial attractiveness is considered of

19

primary importance in an evaluations of a person overall attractiveness (Dickey- Bryan, 1986).

Facial attractiveness basically is an interesting but abstract construct since different people have

contrasting views about what constitutes attractiveness.

Attractive endorsers will tackle most of the customers to purchase the endorsed product rather

than unattractive one. Generally, people are looking for a beautiful, as the often used summary

phrase ‘what is beautiful is good’ (Eagly, 1991). As determining the factor in hiring and

promotion decisions, attractive applicants are perceived to be more qualified than unattractive

applicants( Cash, 1977; Drogosz and Levy, 1996; Jackson, 1995; Marlowe, 1996) and are largely

preferred when attractiveness is relevant to the job offered. It shows that in any matter of doing,

attractiveness is a part of consideration in the selection especially in business activities.

According to Brehm and Kassin,(1993); Morrow, (1990); Myers, (1990), individual with an

attractive appearance are considered to have better social, interpersonal and work-related skills

because they tend to be more socially warm, intelligent, in control and have good and relevant

experiences. Hence, they tend to increase consumer’s purchase intentions to the products.

Conversely, a number of researchers found that the celebrity’s credibility is a much more

significant factor in explaining consumers’ purchase intentions than the celebrity’s attractiveness

(Ohanian, 1991; Natarajaan and Chawla, 1997; Byrne, 2003). For example, the credibility and

attractiveness appearance of Sarimah Ibrahim make her one of the successful person in the

industry as a Malaysian television host, actress and singer as well as she has endorses a lots of

brand for example Telekom Malaysia, Sprite, Ribena, Halls confectionary, etc.

As seen in many working sector, attractive candidates may become employer selection as their

employee. Attractive applicants are perceived to be more qualified than unattractive applicants

(Cash et al., 1977; Drogosz and Levy, 1996; Jackson et al., 1995; Marlowe et al., 1996), are

largely preferred when attractiveness is relevant to the job and are recommended for higher

salaries (Dipboye et al., 1977; Jackson, 1983). But other studies found that attractiveness was not

positively related to the employment selection (Cash, 1977; Gilmore, 1986; Heilman and

Saruwati, 1979). Other studies also have contended that attractiveness might not always be

20

advantageous and could in fact have negative effects as evidence in the ‘Beauty is beast’ effect

(Heilman and Saruwatari, 1979).

2.4 Sources of Credibility

Many marketers use celebrities to advertise the product is based on the assumption that famous

personalities will result to a higher degree of advertising appeal, believability, and recall to the

advertised product (Rodriguez, 2008). Past research state that celebrity endorsers have a more

positive influence on attitude towards the advertisement (Atkin & block, 1983; Bryne et al.,

2003), and purchase intentions (Atkin & Block, 1983; Freiden, 1984). Moreover, the empirical

studies have shown that endorser-product congruity positively affects consumers’ perceptions of

spokesperson credibility, attitudes, recall, recognition, purchase intention, and willingness to pay

higher prices (Kahle and Homer, 1985; Kalra and Goodstein, 1998; Kamins and Gupta, 1994;

Misra and Beatty, 1990; Sengupta et al., 1997; Till and Busler, 1998).

However, the celebrities itself are not necessarily will increase the customers’ purchase intention

or create the loyalty of the customers towards the brand. Therefore, some studies claim that the

effectiveness of a message source depends on the spokesperson’s perceived credibility

(Rodriguez, 2008). Ohanian (1991) stated that source credibility is the most important

characteristic in selecting a celebrity endorser.

Goldsmith, Lafferty & Newell (2000) referred to endorser credibility as “the extent to which the

source is perceived as possessing expertise relevant to the communication topic and can be

trusted to give an objective opinion on the subject. Furthermore, other research declared that

source credibility suggests that the effectiveness of a message depends on the "expertness" and

"trustworthiness" of the source (Hovland, Janis, and Kelley, 1953; Sternthal, Dholakia, and

Leavitt 1978). Meanwhile, researchers (Baker and Churchill, 1977; Joseph, 1982; Kahle et al.,

1985; Maddux and Rogers, 1980) have identified three components as making up the credibility

construct: knowledge or expertise, trustworthiness, and appearance or attractiveness.

Additionally, the researcher (Hovland et al., 1953) defined the source credibility as

trustworthiness and expertise and (Fishbein et al., 1975) claimed that it affects the probability

21

that a message claim will be accepted. It was agreed by the researcher (Ohanian, 1990) which

also suggested that celebrities may influence the consumers through the characteristics such as

expertise, trustworthiness, attractiveness, familiarity and likeability. In the previous research

stated that endorsers who are liked, perceived to be trustworthy, expert, and attractive, are said to

have more positive influences on advertisement believability and brand image, which can

contribute to purchase intentions (Rodriguez, 2008).

Thus, the researcher (Lutz, 1985) claimed that advertisement credibility is the degree to which

the consumer perceives claims made about the brand in the ad to be truthful and believable. It

has a positive influence on attitude towards the brand, which then affects the intention to

purchase the brand (MacKenzie et al., 1986). The intention to purchase the brand would also be

an influential among customers to become loyal towards that brand. Additionally, those loyal

customers are more likely to become advocates for the brand and recommend it to relatives,

friends and other potential consumers (Schultz, 2005).

2.4.1 Trustworthiness

Trustworthiness refers to the general believability of the endorser, and is thus broader but

conceptually similar to correspondent inferences about the endorser (Silvera and Austad, 2004).

The other research stated that trustworthiness is the confidence that the consumer has in the

celebrity regarding honesty and objectivity. Often people are skeptical when someone, especially

an unknown person, is trying to sell them something. The more trust marketers have invested in a

public figure, the less suspicious they will be about the qualities of the product being endorsed

(Swerdlow and Swerdlow, 2003). Most researchers agree that trust results from trustworthiness

(McAllister 1995; Moorman, Deshpandé, and Zaltman 1993) and the strength and security of a

trusting relationship (Rempel, Holmes, and Zanna1985). Nowadays, company is building this

trusting relationship with the help of celebrity endorsement. Besides that, according to Miciak

and Shankalin(1994) companies consider the credibility as the primary reason for selecting a

spokesperson and the most important of the credibility is the trustworthiness. Hence, the battle

for a piece of the consumers “mind space” has lead companies to want to associate their brands

22

with desirable and trustworthy celebrities in order to attract consumers’ attention and interest

(Eltom, 2006).

2.4.2 Expertise

Expertise refers to the product knowledge of the endorser and thus to the validity of his or her

claims regarding the product, and is believed to be a factor that increases persuasiveness above

and beyond the effects of trustworthiness (Silvera et. al, 2004). At the same time, expertise is the

perceived validity of the assertions made by the celebrity. This connection is often made by a

previous association of the person to the nature or aspect of the product. Famous chefs endorse

food products, athletes endorse athletic shoes, and musicians endorse stereo equipment

(Swerdlow et al, 2003). However, in Malaysia perspective, the products endorsed by the

celebrity usually not based on the association of the celebrity and the nature of the product

endorsed. The singers and actors usually dominant the advertisement in Malaysia and usually

endorsed for the food products.

If the spokesperson is not seen as credible or as an expert on the product, the pitch will fall short

and not resonate with the target audience (Swerdlow et al,.2003). In addition, Ohanian (1991)

claimed that if the celebrity does not have a "direct connection" with the product being endorsed,

there is less chance that the consumer will view the celebrity as a credible endorser.

23

CHAPTER 3

RESULTS AND DISCUSSIONS

3.0 Introduction

This chapter reports the results obtained through the journals that have been collected. It begins

by examine the attractiveness of celebrity, and followed by source of credibility of celebrity

influencing the purchase intention. It is related to the objectives of the study in the subsequent

sections. Discussions were made regarding the objectives outlined in chapter one and also

attempt to answer the research questions.

3.1 Attractiveness

Attractiveness was the most influential factor in affecting purchase intentions (Chen S.M and

Huddleston.P, 2008). However a number of researchers contend that the celebrity’s credibility is

a much more significant factor in explaining consumers’ purchase intentions than the celebrity’s

attractiveness (Ohanian, 1991; Natarajaan and Chawla, 1997; Byrne et al., 2003).

McCracken (1989) contends that these models, source attractiveness and source credibility

cannot explain some of endorsement’s most essential features. He also agreed that the source

attractiveness model and the source credibility model identify degrees of attractiveness and

credibility when marketers need to know about the type of attractiveness and credibility that is

necessary for different products and situations.

According to Kahle and Homer, (1985); Miller and Basehart, (1969); Till and Busler, (2000) the

attractiveness and trustworthiness of both celebrities had a positive and significant relationship

with purchase intention to buy such products and supported previous research that an attractive

endorser also has a positive effect on purchase intention. From the study of previous research, it

is means that attractive celebrity is much more important rather than non attractive celebrity in

choosing the endorser.

24

Moreover the specific traits such as expertise, attractiveness and knowledge of the products lead

toward purchase intention. This previous research by Micheal Busler(2002), the study have

examined specific traits of the endorser, such as expertise, attractiveness and knowledge of the

product, in an effort to determine which celebrities "match-up" with the selected product leads

toward purchase intentions.

Studies reveal that using of attractive celebrity causes to increase attitude towards

advertisements. Such attitude towards advertisements is defined as "mental states which are used

by individuals to organize the way they perceive their environment and control the way they

respond to it" (Haghirian, 2004). It shows that attractive celebrity plays an important role in

determining the successful of endorsement towards endorsed products.

According to previous studies about the effect of the celebrity endorser on purchase intentions,

such as Kamins (1990), Ohanian (1991), Liu et al (2007), the researcher expected that positive

attitude towards celebrities impressed purchase intentions. But results of this study confirm

research outcomes of O'Mahony and Meenaghan (1997). According to this study, attitude

towards celebrities does not necessarily always interpret in to purchase intentions. It seems that

Iranian's consumer tendency for buying is influenced by other various items such as age, gender,

income and education too.

The brand attitudes and the purchase intentions are significantly higher when the product is

endorsed by an attractive celebrity, compared to a non celebrity (Till and Busler 1998). Due to

the study, physical attractiveness can be a major influence to the first impression of the product

being endorsed and then create brand loyalty. From marketers concept, it claims that celebrities

affect the credibility of the claims made, increase the memorability of the message, and may

provide a positive effect that could be generalized to the brand, (Cooper,1984) thus increasing

the purchase intentions and behavior.

25

3.2 Sources of Credibility

Some studies claimed that credibility of the celebrity has been associated with expertness and

trustworthiness (Hovlan and Weiss, 1951; Hovlan, Irving and Kelly., 1953; Seno and Lukas,

2007). Rodriguez (2008) claim that the effectiveness of a message source depends on the

spokesperson’s perceived credibility. She added that endorsers who are liked, perceived to be

trustworthy, expert, and attractive of celebrity, are said to have more positive influences on

advertisement believability and brand image, which can contribute to purchase intentions.

Besides that, credible spokespersons are perceived to be more socially and intellectually

competent, and have higher levels of integrity which makes them more persuasive (Till &

Busler, 1998). It was agreed by few studies stated that credible endorsers have the ability or

significantly correlated to the increase of purchase intentions (Liu, Huang and Jiang, 2007;

Pornpitakpan, 2003; Erdogan, Baker and Tagg., 2001). Rodriguez (2008) also indicates that

purchase intentions increase with a credible endorser.

 

O'Mahony and Meenaghan (1997) proved that “credibility towards communicator had the

greatest impact on the purchase intention”. In fact, endorsers which were considered to be very

credible generated a high intention to buy the product. Ohanian (1991) also examined the impact

of attractiveness, expertise and trustworthiness towards celebrities and respondents intention to

buy the product. It found that attractiveness and trustworthiness towards celebrity were not

related to purchase, without worrying if the purchase was for a personal use or a gift.

However, in the same studies, the expertise dimension was significantly linked with purchase

intention. It was granted in some studies stated that expertise had a stronger effect on attitude

toward the brand and purchase intentions than physical attractiveness (Ohanian 1991;

O’Mahoney & Meenaghan 1998; Till & Busler 1998). The results of celebrity endorsement also

showed that the expert salesman induced a number of consumers significantly higher to buy the

product, than the product that induced by the inexpert salesman (Woodside and Devenport

1974). Attempts to measure the impact credibility on consumers' intentions to purchase indicate

that only "expertise" had any significant influence on intentions to purchase (Menon and Rogers,

2001). There also seems to be a direct correlation between believability and overall

26

advertisement effectiveness, as measured by purchase intentions (Kamins, Brand, Hoeke, and

Moe 1989). However, interestingly there is no relationship was found between purchase

intention and the expertise of either sports celebrity (Chen and Huddleston, 2009).

The attractiveness and trustworthiness of both celebrities had a positive and significant

relationship with purchase intention to buy fair-trade coffee and supported previous research that

an attractive endorser has a positive effect on purchase intention (Kahle and Homer, 1985; Miller

and Basehart, 1969; Till and Busler, 2000). Conversely, in other studies found that the celebrity’s

credibility is a much more significant factor in explaining consumers’ purchase intentions than

the celebrity’s attractiveness (Ohanian, 1991; Natarajaan and Chawla, 1997; Byrne et al., 2003).

However, in some studies, (Mohan et.al, 2001) claimed that the advertisers need not to rely

exclusively on celebrities as they may exhibit low credibility & knowledge and advertisements

featuring them may tend to be less believable and this may affect or decrease consumers

purchase intentions.

3.3 Discussion

This study contributes to the actual body of literature in many ways. First, the use of celebrity

endorsement is important but not sufficient. The study revisited the role of attractiveness and

sources credibility of the commercial and the endorser as major determinants of the intentions to

buy.

3.3.1 Research Question 1

What are the impacts of attractiveness of celebrities to the purchase intention of an endorsed

product?

Attractiveness of celebrity endorser it’s a major determinant towards the intentions to buy.

Through the journal that researchers gathered, it shows that attractiveness is important factors

27

intervening in the consumer purchase intentions toward endorsed products. People generally look

things from the appearance not from the value of products or services. Products or services that

use attractive celebrity as the endorser will gain more attention from customers thus increase the

purchase intentions towards the endorsed products. At the same time, attractive endorsers are

significantly increased the brand attitudes rather than non attractive endorser. On the other hand,

through reading about personality of celebrity and purchase intention, attractiveness of

celebrities give impact by it increase the memorability of the message, and may provide a

positive effect that could be generalized to the brand, and thus increasing the purchase intentions

and behavior. Even though marketers can invoke a variety of tools to develop and maintain

appropriate associations, an attractive celebrity endorser may represent as one way in which

meaning can be transferred to purchase intentions and becomes a powerful mechanism for

managing brands itself.

3.3.2 Research Question 2

In what extent the sources of credibility of celebrities associate with purchase intention?

Credibility of the commercial and the endorsers or celebrities are both important factors

intervening in the consumer assessment process. Our study shows that there is a positive and

strong relationship between the credibility of the commercial, the credibility of the endorser/

celebrity, and the intentions to buy. Based on the collected journal, it showed that the

effectiveness of the advertisement depends on the credibility of the endorser which is the

celebrity. In fact, the endorsers that perceive the credibility positively linked in generating a high

intention to buy the products than the endorsers whom are less credible. Moreover, Rodriguez

(2008) stated that endorsers who are liked, perceived to be trustworthy, expert, and attractive, are

said to have more positive influences on advertisement believability and brand image, which can

contribute to purchase intentions. Therefore, the evident showed that the credibility of celebrities

is directly related with purchase intention.

28

CHAPTER 4

SUMMARY, IMPLICATIONS, LIMITATIONS AND RECOMMENDATIONS

4.0 Introduction

The objectives of this study are to examine the impact of the attractiveness of celebrities to the

brand, the associations between the credibility of celebrities towards brands and how the printed

media influence the brands. Despite of that, the summary of the findings will be appearing in this

chapter. The summarization all the three objectives in this research will be cover.

Moreover, the results of this study may become very advantageous to the organization involved,

not only as a third-party an insight on the problem at hand, but it is also can use to the other

organization to further this study in proceed in future. In order to improve this study in future, all

the direct or indirect organization should be helpful in term of to get the data more validity and

reliability. This study will be useful in order to recognize the best approached in choosing the

promotional strategies in eliciting the purchase intentions.

Besides the summarization of the findings, the researchers will be understandable the implication

of the research towards organizations or persons. More to the point of that, the limitations also

will be including in this chapter as part of the knowledge and can be improving in future

research. Because, limitation express the flaw exists in the carrying out of this research. Finally,

some recommendations were made to attract more researcher came out with a more clear-cut,

focused study in the future.

4.1 Recapitulations of the Findings

To recapitulate, consumers’ willingness to buy is determined by the attractiveness and sources

credibility of endorser or celebrity and the commercial. If a celebrity is well known, but is

perceived as not attractive, then this will not have any effect on consumers’ purchase intentions.

Conversely, if the celebrity is perceived to be very similar to consumers, and is also perceived as

29

attractive celebrity then the effect on the intentions to buy will be greater. Products or services

that use attractive celebrity as the endorser will gain more attention from customers thus increase

the purchase intentions towards the endorsed products. At the same time, endorsers that are

attractive are significantly increased the brand attitudes rather than non attractive endorser. It is

clear that when a business designs its promotional strategy, the company should not just hire a

celebrity for the sake of having a celebrity endorser.

The endorser must have characteristic that will increase attention from the market and will give

impact by leaving a message of an endorsed products. The study clearly indicates that the effect

that will be gained from making that move will be marginal to non- existent. Therefore, it is the

utmost of importance that if a business does decide to use a celebrity endorser, that the company

researchers how its target market feels toward that person. According to the findings, the

researchers should take note that characteristic such as attractiveness and sources credibility

towards celebrities does not necessarily always interpret in to purchase intentions. It seems that

consumer tendency for buying is also influenced by other various items such as age, gender,

income and education too.

The credibility of the celebrity is claimed to be connected with the expertness or expertise and

the trustworthiness of the celebrity or the endorsers. The effectiveness of the celebrities’

endorsement was highly depends on the credibility of the spokesperson or the celebrity itself.

The credible spokesperson are perceived to be socially and intellectually competent as well as

giving positive influence on the advertisement believability and the brand image and directly

generate a high intention to buy the product. Moreover, the credibility of the communicator or

the celebrity was proved to have the greatest impact on the purchase intention. The purchase

intention also was significantly linked with the credible person rather than the attractiveness of

the endorsers.

Besides that, the element of credibility which is the expertise was significantly associate with the

purchase intention. It also showed that the expertise have stronger effect on the attitude toward

the brand and the purchase intention than the physical attractiveness. The consumer also has

higher intention to buy the product that had been promoted by the expert endorsers than the

30

inexpert one. The expertness of endorser also seems to have a direct or positive relationship with

the believability and overall advertisement effectiveness especially the purchase intention. The

trustworthiness of celebrities’ endorsement also gave a positive influence towards the purchase

intention. However, its effectiveness was less important rather than the expertise or expertness of

the celebrity.

4.2 Research Implications

The advertisement today has been known as one of the approach taken by marketers to promote

products and also known for its highly competitive nature not just globally but also in Malaysia.

There are various ways used by marketers in order to promote products such as advertised via

television, radio, newspaper, magazine, mobile billboard, and also via internet. The used of

people as medium to deliver the message about the products also one of the way used by

marketers to promote the product and nowadays the used of celebrity to endorse the products

become common. Consequently, this matter had given implications to various parties including

the government, consumers, industry as well as foodservice industry, and the marketers itself.

The use of celebrity in promoting products could give impact to the users as the users might be

fooled by the advertisement where the messages delivered not always are true. Besides that, the

users might also be fooled by the deceptive advertisement advertised by celebrities as their

claims are not always correct. For instance, the claim made by Mawi about the taste and the

spiciness of Mamee Slurp may not be true.

Corresponding to the above notion, the government should strengthen the control over the use of

celebrity endorsement which the messages delivered was untrue as this could irritate the users or

consumers. So, the government could monitor the advertisers or marketers on the use of celebrity

endorsement and truthful of the claimed made by the celebrity in the advertisement. In fact, the

most apparent findings of the research were related to the potentially positive impacts, in terms

of celebrity endorsement and purchase intentions. Furthermore, as there is ample use of

celebrities to promote the products, the foodservice industry especially the restaurants should

implement the use of celebrity endorsement to promote food products and also service offered.

31

This will help in increasing the purchase intention and awareness towards the food products as

well as attracting more customers to come to the restaurants.

There could also be some implications to the marketers as well. More marketers may apply the

idea of using celebrity endorsement as a technique to promote the products and to increase the

purchase intention towards the products endorsed. It is hoped that the findings of this study will

assist the government, society, marketers and industry mainly foodservice industry to be aware

of the use of celebrities’ endorsement to market the products and services because the use of

celebrities’ endorsement may motivate the marketers to be more creative particularly in

promoting their products to the customers.

Lastly, the findings in this review hopefully facilitate for further research as well as to a good

start when studying celebrity endorsement. Instead of reading several articles there is now an

opportunity to read this review and get summary of celebrity endorsement towards purchase

intentions and also inspiration for further research. By investigating these areas the researchers

believe that the lack of celebrity endorsement material in Malaysia will no longer exist.

4.3 Limitations and Possible Future Research

Although this study has given significant contribution to the understanding of the celebrity

endorsement towards purchase intention on a certain products, there is no doubt that there exist

some limitations, which may lead to further research. Limitation of the study can be classified as

situation that may impose restrictions upon the research, restrictions beyond the control or the

existence of other conditions precluding necessary procedures. The restrictions commonly limit

the observation of inventories and the confirmation of accounts receivable. Therefore limitation

can be defined as the problems occurred during completing this research. The limitations

comprises of used of secondary data, sources of literature or reading, scope of study, time

constraints, cost, and monetary.

First and foremost, this study is based on secondary data only, where the data were gathered

through previous research. This become limitations to this study as the researchers did not

32

develop and distribute questionnaire, collect and analyze data in order to get a realistic findings.

Basically, the sources of literature are based on overseas perspective and there are a few journals

on celebrity endorsement that relates with Malaysian scenario. Due to that limitation, the

researchers cannot get real view of celebrity endorsement in Malaysia. Further research could be

carried out in primary data in order to gather more meaningful data.

As mentioned earlier, this kind of study is primarily depending on the secondary data; as a

consequence, this research was not involved with any statistical analysis. Therefore, the

researchers could not estimate effect of personality toward celebrity endorser on purchase

intention. Moreover, time constraints also become limitation to this study where this research has

to be done in short period of time. Due to that, the researchers have a limited time in order to

accomplish this research paper. Therefore, if the time permits, the researchers would suggest that

future research should involve more statistical analyses and use of triangulation which is both

quantitative and qualitative data. Hence a more meaningful result would be discovered.

In spite of that, due to monetary and time constraints, the scale as well as the scope of research

was limited. It only covered two types of celebrity personality which are sources credibility of

celebrity and the attractiveness of celebrity and the result obtained only revealed several aspect

of personality of celebrity toward purchase intention. Therefore, if more time and a larger budget

were allocated, the replication of such research could be carried out in a broader scope.

It could be better in the future study to look at other elements such as geographic of the

customer; urban and suburban, gender, products endorsed and types of media used. Despite of

these limitations, some useful insights and information relating to the celebrity endorsement and

purchase intention were obtained, and the researchers hope that it became a foundation to the

potential researcher to explore further on this kind of the study.

33

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