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Avila, Princess Ann G. Bello, Decerine Joy C. Capistrano, Alyssa Nicole I. De Pedro, Lyka A. Maguad, Ivy S. Manalo, Anna Rosella O. Maquinad, Mary Grace D. Sayon, Chenie Miles T. Velasco, Jenilyn T. Vitonio, Julia Clariz R. |
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Effectiveness of product endorsement in Filipino films on influencing purchasing intensions of Marketing Students at Pamantasan ng Lungsod ng Maynila / |
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Avila, Princess Ann G. Bello, Decerine Joy C. Capistrano, Alyssa Nicole I. De Pedro, Lyka A. Maguad, Ivy S. Manalo, Anna Rosella O. Maquinad, Mary Grace D. Sayon, Chenie Miles T. Velasco, Jenilyn T. Vitonio, Julia Clariz R. |
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May 2024.46 |
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94 pages. |
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Business Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2024. |
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56 |
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ABSTRACT This study aimed to give an in-depth discussion about the effectiveness of product endorsement in Filipino films on influencing the purchasing intentions of marketing students at Pamantasan ng Lungsod ng Maynila. The study was conducted from March 2024 to April 2024 using a correlational research design. The researchers gathered information from 208 respondents and analyzed the results using frequency distribution, percentage, weighted mean, Kolmogorov-Smirnov for normality testing, and Spearman's rho correlation. The researchers determined the level of awareness of respondents in product endorsement in terms of familiarity and understanding and the level of agreement on the effectiveness of it in terms of brand awareness, recall, attitude, and purchasing intentions. The result of the study indicated that there is a significant relationship between the level of awareness on product endorsement and the level of agreement on the effectiveness of product endorsement. Therefore, the researchers accepted the first alternative hypothesis. However, product endorsement was not proven effective to influence the purchasing intentions of the students. Therefore, the researchers rejected the second alternative hypothesis. The researchers recommend that filmmakers and marketers use this study's findings to properly place their products in Filipino films. Since the consumer must have a recall, wareness, attitude, and purchasing intentions towards the brand, the researchers recommend businesses to use the research findings and data to improve how they should place the product in Filipino films. Keywords: Product Endorsement, Purchasing Intentions, Filipino Films. |
| Uniform Resource Identifier |
<a href=""></a> |
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lcc |
| Item type |
Book |