International Journal of Marketing and Business Communication

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Exploring the Impact of Single Celebrity vs. Multiple Celebrity Endorsement on Consumer's Brand Choice Behavior


Affiliations
1 V. M. Patel Institute of Management, Ganpat University, Mehsana, Gujarat., India
2 Sabar Institute of Management, Himmatnagar Highway, Sabarkantha, Gujarat., India
3 Golden Jubilee Institute of Management and Technology Sidhpur, Patan, Gujarat., India
     

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Multiple celebrity is defined as the use of two or more celebrities in an advertising campaign (Hsu & McDonald, 2002) while single celebrity endorsement refers to the use of only one celebrity in an advertising campaign. This study aims to analyze the impact of single vs. multiple celebrity attractiveness and product match-up on consumer brand choice behavior by conducting an experiment. Questionnaires were administered on a sample of 250 respondents. Correlation analysis was significant, and after that multiple regressions were used to test the impact on consumer brand choice behavior of single vs. multiple celebrity endorsement. Implications of advertising strategy, limitations of this research, and the scope for future research are discussed.

Keywords

Multiple Celebrities, Single Celebrity, Celebrity Attractiveness, Celebrity Product Match-up, Consumer Brand Choice Behavior
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  • Exploring the Impact of Single Celebrity vs. Multiple Celebrity Endorsement on Consumer's Brand Choice Behavior

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Authors

M. Jayswal Rachita
V. M. Patel Institute of Management, Ganpat University, Mehsana, Gujarat., India
B. K. Nirmal
Sabar Institute of Management, Himmatnagar Highway, Sabarkantha, Gujarat., India
K. Panchal Priya
Golden Jubilee Institute of Management and Technology Sidhpur, Patan, Gujarat., India

Abstract


Multiple celebrity is defined as the use of two or more celebrities in an advertising campaign (Hsu & McDonald, 2002) while single celebrity endorsement refers to the use of only one celebrity in an advertising campaign. This study aims to analyze the impact of single vs. multiple celebrity attractiveness and product match-up on consumer brand choice behavior by conducting an experiment. Questionnaires were administered on a sample of 250 respondents. Correlation analysis was significant, and after that multiple regressions were used to test the impact on consumer brand choice behavior of single vs. multiple celebrity endorsement. Implications of advertising strategy, limitations of this research, and the scope for future research are discussed.

Keywords


Multiple Celebrities, Single Celebrity, Celebrity Attractiveness, Celebrity Product Match-up, Consumer Brand Choice Behavior

References