MARKETING RESEARCH

Individual Assignment $2$

W$2024$f

Introturetion

The use of celebrity endorsers in advertising has lorig been an important topic of research in mankefing Seminal studies have examined the effect of the celebrity on product name recall and recognition, brand awareness, perceived product performance, and celebrityproduct interaction. Field experiments in test markets often evaluate the influence of celebrities by manipulating personal attributes such as credibility, believability, familiarity, and attractiveness.

Builaing on previous literature, an MBA thesis student adapted published scales to measure the attiludes of shoppers toward celebrity endorsed ads. The attached survey includes a sample of the questions developed for the research project. This survey includes questions to measure advertising influence $($q$1),$ perceived effect of celebrity ads $($q$2),$ attitude to ward celebrity$-$endorsed advertising $(($:$q^3\},$ and standard demographic questions $($q $5-q9).$ Four separate questions were included to measure the overall effect of celebrity attubutes on the decision process, Responses to the four attributes $(q4a-q4d$ were summed to form an overall "celebrity endorsement" index.

To evaluate the scale, the student secured a sample frame with $10,000$ names matching the demographic criteria for the study. The starting point on the list was determined by blind draw and every ${25}^{th}$ name was selected, Following Dillman's $(1978)$ recommendations, the $400$ potential respondents were provided with a package that included the questionnaire, a letter from the student on university letterhead, a postage$-$paid return envelope, and a ballot to enter a draw for $$500,00.$ The student coded $106$ completed surveys, reporting a $26\mathrm{.}5\%$ response rate. The results section in the thesis claimed the sample matched the attitudes of the general population with no greater than $6\mathrm{.}22\%$ error.

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