The purpose of this study was to investigate the relationship between the celebrity's physical attractiveness, their credibility and their congruency with the advertisement, and consumer's attitudes toward the advertisement, the brand and their intent to purchase the advertised product. Participants were asked to answer a questionnaire that corresponded with three different apparel advertisements, using three different celebrities. The dependent variables, purchase intentions, attitude toward the ad and attitude toward the brand were measured against the independent variables, physical attractiveness, source credibility, and celebrity/brand congruency using one-way ANOVA and backward linear regression. Findings indicated that celebrity endorsements generated higher purchase intentions, positive attitudes toward the ad and positive attitudes toward the brand. However, the celebrity itself should be taken into consideration. All three celebrities had different scores for each backward linear regression test. Further research should include measuring celebrities endorsing their own brands, using multiple celebrities in one ad and measuring the same product using a celebrity and a non-celebrity. / A Thesis Submitted to the Department of Textiles and Consumer Sciences in Partial Fulfillment of the Requirements for the Degree of Masters of Science. / Summer Semester, 2006. / June 30, 2006. / Purchasing Intentions, Consumers Attitudes, Endorsements, Celebrity, Advertising / Includes bibliographical references. / Jeanne Heitmeyer, Professor Directing Thesis; Mary Ann Moore, Committee Member; Emily Haymes, Outside Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_176366 |
| Contributors | Renton, Karla (authoraut), Heitmeyer, Jeanne (professor directing thesis), Moore, Mary Ann (committee member), Haymes, Emily (outside committee member), Department of Retail Merchandising and Product Development (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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