The influence of perceived celebrity endorser credibility in advertising on purchase intention of Thai consumers
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2016
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2559
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eng
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application/pdf
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188 leaves
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b194216
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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National Institute of Development Administration. Library and Information Center
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Parichart Wongweeranonchai (2016). The influence of perceived celebrity endorser credibility in advertising on purchase intention of Thai consumers. Retrieved from: https://repository.nida.ac.th/handle/662723737/5408.
Title
The influence of perceived celebrity endorser credibility in advertising on purchase intention of Thai consumers
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Abstract
Celebrity endorsement is the most popular advertising strategy used
worldwide. It has gained attention from both academics and practitioners over the past
decade. Though the celebrity credibility measurement model was validated in many
countries originally in U.S and other Asian countries, the reviews have shown that the
impact of the celebrity credibility on the purchase decision varies based on the
different countries. Moreover, Thai advertisers have used the celebrity strategies
widely to promote products but the number of the studies on the celebrity credibility
is still limited in Thailand. Consequently, the aim of the current research is to develop
the comprehensive celebrity credibility measurement model for aiding celebrity
selection in Thailand. Furthermore, in order to bridge the methodological gap
regarding the celebrity and product match-up in the previous research, this research
also aims to investigate the influence of the celebrity credibility on the purchase
intention of Thai consumers by allowing the consumers to self-select the celebrity and
the product in order to better reflect the true perceptions of Thai consumers. The
model was tested using the structural equation modeling approach. The sample
consisted of 420 Thai consumers living in Bangkok Metropolitan area. The results
showed that the modified celebrity credibility measurement model was validated with Thai consumers. The perceived dimensions of attractiveness and expertise were
significantly related to the purchase intention for Thai consumers. However, the
trustworthiness, the celebrity and product match-up, as well as the likeability
dimensions were not as influential as have been proposed. Consequently, the revised
model is expected to provide advertisers and marketers with practical guidelines to
select an appropriate celebrity endorser in order to enhance the effectiveness of
advertising and the resulting campaign.
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Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2016