The use of celebrity loveteams vs. individual celebrity as effective endorsement in a consumer product category: a comparative analysis / Sean Maverick E. Del Rosario, Ashe Dravehn V. Malavega, Adrian Marro B. Perico, Astine Neil R. Ramajo, and Jericko Ruiz B. Yadao. 6
By: Del Rosario,Sean Maverick E. Malavega,Ashe Dravehn V. Perico,Adrian Marro B. Ramajo,Astine Neil R. and Yadao, Jericko Ruiz B. 4 0 16 [, ] | [, ] |
Contributor(s): 5 6 [] |
Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; September 2016.46Edition: Description: 28cm. 77pContent type: text Media type: unmediated Carrier type: volumeISBN: ISSN: 2Other title: 6 []Uniform titles: | | Subject(s): -- 2 -- 0 -- -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- -- -- 20 -- | -- -- -- 20 -- --Genre/Form: -- 2 -- Additional physical formats: DDC classification: | LOC classification: | | 2Other classification:| Item type | Current location | Home library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|
| Book | PLM | PLM Filipiniana Section | Filipiniana-Thesis | T HF5814.D45.2016 (Browse shelf) | Available | FT6759 |
Business Research (Bachelor of Science in Business Administration Major in Marketing) Pamantasan ng Lungsod ng Maynila, 2016. 56
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Executive Summary: This study involves discovering who is more effective to use as an endorser for a consumer product category between celebrity love teams or an individual celebrity through a comparative analysis.The goal is to show that the more effective endorser excelled than the other in three attributes that measures the effectivity of an endorser: credebility, attractiveness, and public image. This has been done by first, creating a survey questionnaire that will help us get the information that we needed in this study and second, conducting surveys with a total of 320 First Year to FourthYear College of Business and Management students of Pamantasan ng Lungsod ng Maynila as our respondents. After gathering and analyzing the data we acquired, it showed that using celebrity loveteams as an endorsement of a product inb a consumer product category is more effective. The consumer product category that was used in this study is the Convenience Products category because there are the products that appeal to a very large market segment, consumed regularly, and purchased frequently. Four celebrity loveteams (Aldub, Kathniel, Jadine and Lizquen) and four celebrities (Solenn Heusaff, Sarah Geronimo, Coco Martin and John Lloyd Cruz) are used in this study. This study was conducted mainly because of the rise in the use of celebrity loveteam endorsers. It is common to see mostly individual celebrities as endorsers but now, more advertisements are using loveteams. Knowing which is more effective and if that difference actually makes a difference is very essential to us for we see this as important information that future marketing managers should know.
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