Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables
The use of and literature on celebrity endorsers is extensive. Nevertheless there is limited study on the impact of such use to a company’s image by respondent’s gender and replication of past findings in a Malaysian context. This study utilizes a factorial design to measure the interaction of the u...
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| Format: | Article |
| Language: | English |
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Jurnal Kemanusiaan
2007
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/179/ http://ir.unimas.my/id/eprint/179/1/Celebrity_endorser_abstract.pdf |
| _version_ | 1848834492244951040 |
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| author | Phang, Grace de Run, Ernest Cyril |
| author_facet | Phang, Grace de Run, Ernest Cyril |
| author_sort | Phang, Grace |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | The use of and literature on celebrity endorsers is extensive. Nevertheless there is limited study on the impact of such use to a company’s image by respondent’s gender and replication of past findings in a Malaysian context. This study utilizes a factorial design to measure the interaction of the use of celebrity endorser and target market reaction by gender and its impact on the company, behavioral and attitudinal variables. The findings show no significant difference for all variables between advertisements that have a celebrity endorser and those that don’t, except for attitude towards the company for female respondents. There were weak overall interaction effects for the variables attitude towards the company and word of mouth. Behavioral responses were consistently lowest. Highest was attitudinal variables followed by attitude towards the company. |
| first_indexed | 2025-11-15T05:52:50Z |
| format | Article |
| id | unimas-179 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T05:52:50Z |
| publishDate | 2007 |
| publisher | Jurnal Kemanusiaan |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-1792017-01-03T06:47:29Z http://ir.unimas.my/id/eprint/179/ Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables Phang, Grace de Run, Ernest Cyril AC Collections. Series. Collected works BF Psychology HM Sociology The use of and literature on celebrity endorsers is extensive. Nevertheless there is limited study on the impact of such use to a company’s image by respondent’s gender and replication of past findings in a Malaysian context. This study utilizes a factorial design to measure the interaction of the use of celebrity endorser and target market reaction by gender and its impact on the company, behavioral and attitudinal variables. The findings show no significant difference for all variables between advertisements that have a celebrity endorser and those that don’t, except for attitude towards the company for female respondents. There were weak overall interaction effects for the variables attitude towards the company and word of mouth. Behavioral responses were consistently lowest. Highest was attitudinal variables followed by attitude towards the company. Jurnal Kemanusiaan 2007 Article PeerReviewed text en http://ir.unimas.my/id/eprint/179/1/Celebrity_endorser_abstract.pdf Phang, Grace and de Run, Ernest Cyril (2007) Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables. Jurnal Kemanusiaan, 10. pp. 38-55. |
| spellingShingle | AC Collections. Series. Collected works BF Psychology HM Sociology Phang, Grace de Run, Ernest Cyril Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables |
| title | Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables |
| title_full | Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables |
| title_fullStr | Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables |
| title_full_unstemmed | Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables |
| title_short | Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables |
| title_sort | celebrity endorser and respondents gender: its impact on company, behavioral and attitudinal variables |
| topic | AC Collections. Series. Collected works BF Psychology HM Sociology |
| url | http://ir.unimas.my/id/eprint/179/ http://ir.unimas.my/id/eprint/179/1/Celebrity_endorser_abstract.pdf |