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Students Perceptions about Celebrity Endorsement

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Author(s): Mersid Poturak | Nedim Kadrić

Journal: European Researcher
ISSN 2219-8229

Volume: 59;
Issue: 9-2;
Start page: 2331;
Date: 2013;
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Keywords: celebrity endorsement | students | advertising | consumer perceptions.

ABSTRACT
The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management. It is unanimously accepted that celebrity endorsement can grant extraordinary characteristics to a product or service that may have lacked otherwise. The great number of celebrities endorsing brands has been increasing over the past decades. The purpose of this study is to examine perceptions of the student population in Bosnia and Herzegovina (hereafter named BiH) about the celebrity endorsement. Questionnaire is designed and used to survey a randomly selected sample of university students and 125 usable responses were obtained. During the research, five hypotheses have been tested. Data were analyzed by performing descriptive statistics and Chi-Square test. Chi-Square test was used to analyze relationship between nationality of respondents and factors that influence decision of choosing celebrity endorser by firm. Findings show that students perceive celebrities as a very important factor in advertisements.
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