CHAPTER 1

INTRODUCTION 1.0 Introduction

Generally, chapter one is composed of the background of study, problem statement, research objectives, research questions, significance of study, and theoretical framework. In this chapter, researchers will introduce the topic of research and provide a basic overview of the subject. In this chapter also, it includes on the background of the study, where it contains the background of the study itself, and as a clear view on what does the study all about. In this chapter also, the researchers also includes the conceptual framework as the design of the study.

1.1

Background of the Study

The modern world of marketing communication has become colorful and inundated with advertisements, and people are exposed to thousands of advertisements per day. It includes the television advertising, radio advertising, online advertising, mobile billboard advertising, magazine, newspapers and others. Advertising and marketing play an important role in the preferences and consumer buying behavior. However, advertisements which are unbelievable or over-dramatized can irritate consumers, and their claims about the advertised products frequently are not accepted (Obermiller, Spangenberg and MacLachlan, 2005). According to Wikipedia (2010), advertising can be defined as a form of communication intended to persuade an audience such as viewers, readers or listeners to purchase or take some action upon products, ideals, or services. Yet according to Julian Petley, advertising means by which goods or services are promoted to the public (Julian Petley, 2003, pp.4). Rodriguez (2008) stated that the endorser is a person who makes a testimonial, or a written or a spoken statement, extolling the virtue of some product. The endorser could be public figure or a private citizen. Although there are various approaches to advertising, the use of endorsers to increase an advertisements persuasiveness is very common. Nowadays, endorsements of
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products or brands (sponsorship advertising) take on many forms of endorsers including identifiable people, unidentifiable or typical consumers, corporations or organization, and inanimate figures like cartoon characters (Stout and Moon, 1990). Recently, the publics attention has focused on endorsements of identifiable people, more often referred to as celebrities (Daneshvary and Shcwer, 2000). Furthermore, the use of celebrities to market the products has also become quite prevalent in advertising. As a result, many marketers or advertisers have made use of the celebrities for a wide range of products and also to promote their products even though the advertisement incurs high cost to the advertisers. A recent estimate indicates that almost 20 percent of all advertisements worldwide use celebrity spokespersons (Shimp, 2007). The celebrity itself can be defined as an individual who is known to the public for his or her achievements in areas other than that of the product class endorsed including actor, sports figure, entertainer, etc (Friedman and Friedman, 1979). According to McCracken (1989), celebrity endorsement advertising has been recognized as a ubiquitous feature of modern marketing. He also states that celebrity endorser can be defined as any individual who uses his or her public recognition on behalf of a consumer good by appearing with it in advertisement. In the What is Celebrity Advertising?', Celebrity advertising can be defined as the use of a public figures likeness for the purpose of selling a product or services. Celebrity endorsers encompass entertainers including actors, actress, singers, and models, athletes, politicians, and business people (Hsu and McDonald, 2002). The article Celebrities Based Advertising claimed that marketers have been using celebrity in commercials, print campaigns and promotions for years as using the celebrities will increase the viewers attention. As a result, marketers are spending enormous amounts of money annually on celebrity endorsement contracts based on the beliefs that celebrities are effective spokespeople for their products or brands (Hsu et al., 2002). It is agreed where most advertisers also belief that advertising messages delivered by celebrities provide a higher degree of appeal, attention and possibly message recall than those delivered by non-celebrities. Marketers also claimed that celebrities affect the credibility of the claims made, increase the memorability of the message, and may provide a positive effect that could be generalized to the brand (Cooper, 1984).

The self-concept, an individuals perception about himself or herself, is a fundamental determinant of all human behavior (Kumar and Kim, 2009). The consumers self-concept can be reflected by their product and brand choice and, at the same time, reinforced through their consumption behavior related to the product and brand (Goldsmith et al., 1999; Lau and Phau, 2007). It is supported by Hogg, Margaret and Mitchell (1996) which claimed that consumers choices about specific brands should be seen as more than a series of single and independent decisions; these choices involve relationships among person, product, and brand. Consumer behavior is an attempt to understand and predict human actions in the buying role. It has assumed growing importance under market-oriented or customer oriented marketing planning & management. Consumer behavior can be defined as all psychological, social & physical behavior of potential customers as they become aware of, evaluate, purchase, consume, & tell others about product & services. Yet, consumers buying behavior can be divided into three categories, which are (i) those who purchase power is high enough to go on periodic shopping sprees, (ii) people who shop for necessities, and (iii) bargain hunters. Malaysia is classified as an upper-middle income country and considered as one of the most developed of the developing countries. The people living in Malaysia have a strong shopping fetish, especially during weekends and on the public holidays. Malaysians spend a high percentage of their household income on food, groceries and personal care items, ranking third out of the ten major economies in the Asia-Pacific region excluding Japan (Anonymous, 2005). However, Malaysians preferences is not only limited to the consumer goods, but also to durable goods, such as electrical and electronics aside from motor vehicles. Malaysian consumers are becoming more knowledgeable and discerning, and are not easily influenced by the advertisements and promotions alone without any additional support to encourage them to buy the product. They are price-conscious and at the same time desire for brand quality (Anonymous, 2005). Thats why the marketers and advertisers are trying so hard by using the attraction of the celebrity to attract the consumers attention. This can be seen where lots of products, especially food products being endorsed by the celebrities. For instance, Mamee Slurp being endorsed by the singer, Mawi, Amelia, Aznil and others. Other than that, celebrity

endorsement in Malaysia also can be seen for Power Root products, where the products had been endorsed by multiple celebrities such as Rosyam Noor, Mawi, Farah AF2, Linda Onn and many more. Not only to create awareness among customers, the use of celebrity endorsements also sometimes to create purchase intention among the customer, which really good for the company to stay alive in the market competition. Therefore, it is worth to know the effectiveness of using the celebrity endorsement in the advertising in creating purchase intention among customers.

1.2

Problem Statement

Globalization is somewhat seen as generalization of advertising across cultures. Abd. Rahim, (2003) stated that people living in different countries often belong to different cultures, and cultures again may even vary widely within a multi- ethnic country such as Malaysia. Before continuing into the issue of the study, it is important to have a basic understanding on the concept of advertising. From Wikipedia, (2010) advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or to take some action upon products, ideals or services. The term celebrity is normally associated with individuals who is known to the public (actor, sports figure, entertainer, etc) and typically have a high profile (Friedman and Friedman, 1979), and Kamins (1989) defines celebrity endorser as an individual who is known to the public for his or her achievement in areas other than that of the product endorsed. And McCracken (1998) has defined celebrity endorser as any individual who enjoys public cognition and who uses this cognition on behalf of a consumer by appearing wit in an advertisement. There are multiple types of advertising that have been used in order to attract consumer to purchase or to take some action upon the product or services. Therefore, its been difficult in choosing the best alternatives with attention to hold customers attention. In fact, advertisers face an increasing challenge in a crowded media environment of attracting consumers attention, celebrities are said to have the ability to break through this media clutter and hold viewers attention (Miciak and Shanklin, 1994; Charbonneau and Garland, 2005). To date, consumers are very selective to a certain product and very demanding.

In these days, the public is generally questioning and wondering the important of using celebrity in selling product and services especially in food product. In line with this, the manufacturers or producers should be more sensitive to the celebrity endorsement issue in order to increase their customers trustworthy and attractiveness towards the food product. According to Atkin and Block (1983), consumers have an unchanging image about any celebrity endorser, and this image effect is transferred to the endorsed brand. Ohanian (1990), for instance exposed that investigations of celebrity endorsement suggest that celebrities influence consumers through characteristic such as expertise, trustworthiness, attractiveness, familiarity and likeability. Moreover, the using celebrity endorsement it may have potential hazard. It occurs when the celebrity endorses more than one product (Dyson & Turco, 1998; Tripp, Jensen, & Carlson, 1994). Once the celebrity endorses more than one product, the credibility and effectiveness of a celebrity can be questioning by a consumer. In spite of that, the celebritys image of trustworthiness can be jeopardized, along with the brands image itself (Tripp, Jensen, & Carlson, 1994). On the one hand, the uses of a celebrity to endorse a product involve substantial cost. To date, few studies have been intended to clarify the reasons why the use of celebrity endorsers in advertising serves its purposes in some cases but not others (Misra and Betty,1990). Some research results reveal effectiveness of celebrities as endorsers (Freiden, 1984), but other researches suggest that celebrity endorsement may have different degrees of effectiveness depending on other factors like the "fit" between the celebrity and the advertised product (Till and Shimp, 1998). At this stage, it has produced a critical question with the extent on how the effectiveness of celebrity endorsement would impact purchase intention in food product. In other word, do the celebrity endorses are better? This is the issue which needs to be investigated.

1.3

Significance of Study

Foodservice industry has been known as a global industry and it has been one of the fastest growing industries in our country, Malaysia. This study sought to identify the relationship between celebrity endorsement on attractiveness and sources of credibility in creating purchase intention. The contribution of celebrities will be the factors that will lead to the purchase intention among consumers. For food service industry, these studies may helps advertiser in increasing the attractiveness and credibility of the product by using this method of advertising. By conducting this study also, it may help for operation industries in order the advantages by using this celebrity to market and promoting the product. This study also can act as references for the future study which may gives useful information for individuals whom interested in running a study of achieving purchase intentions. The theoretical contribution of this study enriched the body of knowledge that can be learnt by educators, researchers and students. It could contribute a lot of advantages for the future research due to the limited number of this research.

1.4

Research Objectives

This study is to understand the factors that contribute into the consumer purchasing behavior. From the problem statements that have been discuss in the previous, here are the objectives of the study: 1. To examine the impact of attractiveness of celebrities to purchase intentions. 2. To examine the associations between the celebrities towards purchase intentions.

1.5

Research Questions

In supporting the objectives and direction for this research, the following research questions have been formulated. 1) What are the impacts of attractiveness of celebrities to purchase intentions?
2) In what extent the sources of credibility of celebrities associate with purchase intentions?

Based on the highlighted objectives and questions, a simple framework has been developed. From the conceptual framework it shows us the relationship between the using of celebrity spokesperson with it implications to the purchase intention.

1.6

Conceptual Framework

THE FEATURES OF CELEBRITY ON CELEBRITY ENDORSEMENT THAT LEADS TO PURCHASE INTENTION

Celebrity Endorsement Celebrity Attractiveness Purchase Intention (Adapted: Rodriguez, (2008)

(Adapted: Kahle and Homer, 1985) Sources of Credibility

(Adapted: Hovland and Weiss, 1951)

INDEPENDENT VARIABLES

DEPENDENTVARIABLES

Figure 1.0: Conceptual Framework

Theoretical framework is a logically develop, describe and explain network of association among variables of the research study. It guides the researcher throughout the research study and helps them to find the significance findings to the problems stated above. In this study, the dependent variable is the purchase intention, while the independent variables are the attractiveness and sources credibility of the celebrity.

CHAPTER 2
LITERATURE REVIEW 2.0 Introduction
Literature review is a summary and analysis of current knowledge about a particular topic or area of inquiry. A literature review discusses published information in a particular subject area, and sometimes information in a particular subject area within a certain time period. A literature review can be just a simple summary of the sources, but it usually has an organizational pattern and combines both summary and synthesis. A summary is a recap of the important information of the source, but a synthesis is a re-organization, or a reshuffling, of that information. Depending on the situation, the literature review may evaluate the sources and advise the reader on the most pertinent or relevant. There are many different sources of literature such as books, government and industry, electronic database, journals and conference proceedings, article, thesis and dissertations and internet searches. In this research literature review, the researchers focused on the three variables which are peers influence, food habit and preferences and socioeconomic. This literature review aims to provide a comprehensive account of the different theories which will provide frameworks for answering market research questions relating to The features of celebrity on celebrity endorsements that leads to purchase intention.

2.1

Purchase Intention

What is purchase intention? As according to business dictionary, purchase intention is defined as a plan to purchase a particular good and service in the future. According to Fishbein and Ajzen (1975), purchase intentions are defined as decisions to act. As studied by Eagly and Chaiken (1993), purchase intention is defined as psychological states which represent the individuals perception to engage in a particular behaviour. According to Howard and Sheth (1967), in its simplest form, predicting purchases rests on the stage preceding actual purchase, and is referred to as intention to purchase. From the Bagozzi (1983), Engel, Blackwell and Kollat (1978),
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Fishbein and Ajzen (1975) Howard and Sheth (1969) and Warshaw (1980) point of views, there are some various theories results with, purchase intention helps predict following purchase. From the researchers point of view, there are several factors that lead to purchase intention which is celebrity endorsement on the brand itself, attractiveness and sources of credibility of the brand. According to Rodriguez (2008), todays clothing companies spend a significant amount of their budget on hiring endorsers to advertise their brand. Hiring an endorser is, therefore, an important decision for a company. Although there are various approaches to advertising, the use of endorsers to increase an advertisements persuasiveness is very common. The researchers predict that by this Rodriguez (2008) statement, consumer will be more aroused or excited to purchase the product even though it is not necessary. Celebrity endorser normally comes from a celebrity that is well known by viewer on the media. As stated by Lane (1996), celebrity endorsements are nothing new to product marketing. For example in 1996, companies invested more than $1 billion in athletic endorsement deals and approximately $10 billion more to advertise and promote the celebrity endorsements. According to Erdogan, Baker and Tagg (2001), a spokespersons or celebrity role is to make the advertisement stand out from the clutter, arrest potential customers, add value to the brand, and lastly, build a lasting impression to encourage the consumer to make a purchase. By this statement, consumer or customer will be desire more on intention to purchase. There is a challenge in advertising which is argued by Lane and Russell (2000), argue that one of the primary challenges for advertising is to provide a tangible and differentiating element to the marketing of services. Glancing back to the definition of purchase intention, purchase intention is defined as a plan to purchase particular good and service in the future. Stafford, Stafford and Day (2002) states on tangibility matters, tangibility as the visualization of a services benefits or qualities, the association with an extrinsic product, person, event, place or object, the physical representations of the service, and documentation such as facts or figures explaining the characteristics of a service.

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Spears and Singh (2004) defined the term of purchase intention as an individuals conscious plan to make an effort to purchase a brand. In addition for purchase intention, Brown and Stayman (1992) claimed that there is a consistent relationship between attitude towards the advertisement and attitude towards the brand and purchase intentions. There are positive and negative elements in anything. Globally viewed by Roth and Romeo (1992), if a country has a positive image on specific product category dimensions, which are very important to product classification, then consumers would perceive these products more favorably, positive attitudes would result in higher purchase intention toward products of this category from that country. For purchase intention, there is positive and negative attitude in it. As to support, McKenzie et al. (1986) stated that consumers are said to have a tendency to purchase products from brands where they develop positive attitudes (Goldsmith et al., 2000). There is a consistent pattern showing the effect of attitude towards the brand on purchase intentions. Jolly and Mowen (1984) contend that, a good image of the manufacturer may maintain consumer confidence in the manufacturer and the product. This opinion is confirmed by Dinnie et al. (2006) who have shown that the better the company brand image, the more positive are purchase intentions. Dinnie et al. (2006) explain that company image has a positive impact on retention of clientele. In the same context, Mittal (1998) Hennig-Thurau (2002), a number of experimental studies have demonstrated that brand loyalty directly affects purchase intentions. Thus, the degree of consumer purchase intention will increase. Regarding the matters related to purchase intention, Prendergast and Po (2009), consumer perception of advertising credibility significantly influences attitude towards a brand and purchase intention. There are elements that influenced to purchase intention as studied by Sirgy (1982), he stated that a favourable brand personality could increase consumer preferences and usage. From Biel (1993) there are foster feelings of comfort and confidence in the minds of consumer itself. Fournier (1998) studied that, it will enhance level of loyalty and trust while Keller (1993, 2003) states that, this could provide a basis for brand differentiation among the myriad brands on the market, thus potentially influencing consumers brand purchase intention.

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Regarding the influence to purchase intention again, Wang and Yang (2008) quoted that when buying branded product, consumers purchase intention may not be influence only by brand perception. There is a study run by Fishbein and Ajzen (1975), Carr and Sequeira (2007), on behaviour and attitude of consumer in purchasing intention which quoted by them which is, an individuals purchase intention towards a product/brand is determined by his/her attitudes as well as by beliefs of the perceived usefulness and perceived ease of use. Purchase intention also may be affected by consumer. The effect will be the brand or product image by consumer attitudes towards it. As extract by Hsieh et al. (2004), Hsieh also point out regarding this matter where customer attitudes towards ones image could affect the brand purchase intention. It is supported by Wang and Yang (2008) where they cite that positive image could enhance the effect of brand personality on purchase intention, reflecting by negative image would weaken the impact of brand personality on purchase intention. In order to achieve higher purchase intention so as positive brand personality, a company should have a positive image. There will be less in purchase intention by consumer and positive brand personality if they are having the negative image. Wnag and Yang (2008) also come with a hypothesis on this, where brands not only need to have positive personalities, thus it needs to be supported by positive image in order to achieve higher purchasing intention. As according to Yasin, Noor and Mohamad (2007), purchase intention and choice of brands are affected by consumer favourable brand beliefs. Study runs by Sidin, Abdul Rahman, Abdul Rashid, Othman, and Abu Bakar (2008), there are ranking and range of ages for children in Malaysia on purchasing intention matters. They were also observed that children between ages of nine and ten point out high preference for several factors. The factors are brand, price, and store when purchasing food products and reading materials. However, a bit different when purchasing stationary items, they were more focusing towards brand, choice and salesperson. They also designate high intention for future purchase but not for repeat purchase and not likely to manipulate their parents to purchase the product.

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Sidin, Abdul Rahman, Abdul Rashid, Othman, and Abu Bakar (2008) again stated that, there is a difference between sex which is male and female children in purchasing intention. In terms of first choice ranking, female children showed high preference for brand, price, and salesperson on food product than male children. For reading material purchases, male children showed high preference ranking towards brand, price, store, future purchase intention, and product disliking compared to female children who showed more flattering ranking towards the salesperson. Both male and female children however, indicated high intention for repeat purchase and influence purchase but least intention for future purchases. Emotional can response in purchasing intention. According to Morris et al. (2002), emotional response to a brand is a strong predictor of purchase intention and accounts for more than twice the variance of cognition. Consumers are suffused with commercial messages relative to brands, and advertisements that stir up emotional responses can significantly affect purchase intention. There is a research regarding other consumer products, it seems to focus on the impacts of celebrities on product awareness, attitudes towards the product and purchase intention. Kamins & Gupta (1994), Lee, Scott and Kim (2008), Misra and Beatty (1990), Ohanian (1991), Silvera and Austad (2004) and Tripp et al (1994).

2.2

Celebrity Endorsement

Celebrity endorsements are nothing new to product marketing. For example in 1996, companies invested more than $1 billion in athletic endorsement deals and approximately $10 billion more to advertise and promote the celebrity endorsements (Lane 1996). In 1998, Nike cut its endorsement budget by $100 million while Reebok International dropped 700 athlete endorsers (Walker 1998). The choice of Tiger Woods as the celebrity under examination is twofold. First, golf is an individual sport, making it relatively easy to identify and segregate an individual athletes performance. Secondly, the nature of the media coverage of the sporting event directly impacts the amount of exposure the athletic endorser receives. In other words, when a golfer is in contention to win a tournament, they receive increased media coverage.

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The increased media coverage may represent additional publicity for the endorsing firm providing a unique setting to evaluate the relationship between the athletes performance and the ongoing value of the endorsement contract. Although many studies analyze the use of celebrity endorsement contracts in product advertising, the primary focus has been to examine how celebrity endorsements influence consumer behaviour. For example, theories of credibility or physical attractiveness examine the impact of perceived trustworthiness, expertise, familiarity, and likability of the celebrity (Kamins, Brand, Hoeke and Moe 1989). As according to (Price and Greene 1990, Williams and Qualls 1989), other studies examine contingent conditions that may influence the processes of identification, credibility or attractiveness. Examples include the attractiveness of the celebrity (Kahle and Homer 1985). The celebritys are the expertise of the product (Buhr, Simpson, and Pryor 1987, Ohanian 1991). Approximately 20 percent of all commercials use some type of celebrity endorsement (Bradley, 1996). Recent highly visible examples include Candice Bergen for Sprint, Jerry Seinfeld for American Express, Michael Jordan for Nike, Cindy Crawford for Pepsi, and Grant Hill for Fila, Christie Brinkley for the Milk Council, and Ken Griffey, Jr for Nintendo (Bradley, 1996). Although endorsers can be used for a variety of purposes such as getting attention (Kaikati, 1987). And penetrating commercial clutter (Miciak and Shanklin, 1994), the high cost of endorsements suggests that marketers expect to get far more value from the endorsement than simply the use of a clever executional device designed to attract consumer attention. Despite the popularity of celebrity pitchmen (and women), many commercials using celebrity endorsers do not live up to advertisers expectations. Miciak, A.R. and Shanklin, W.L.(1994). For example, Nikes consistent use of Michael Jordan as endorser results in consumers thinking of Michael Jordan when thinking of Nike, and, consumers thinking of Nike when thinking of Michael Jordan. Nike and Jordan have become part of each others association set (Brian D. Till, 1994). Sometimes a brand will either use a celebrity endorser only sporadically or opportunistically either at the whim of the client or the agency. Payback on the investment in the celebrity endorsement comes from using the celebrity regularly over time. (Brian D. Till, 1994).

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Celebrity endorsements will be more effective when used consistently over time to increase the strength of the link between the celebrity and the endorsed brand. For example, Sprints longrunning use of Candice Bergen has helped build a strong associative link between Sprint and Candice Bergen (Brian D. Till. 1994). When considering the issue of fit, one must consider one other element beyond the brand-celebrity fit. It is important to consider fit with the target audience, the brand-celebrity-target audience fit. It is critically important that the associations that the advertiser or marketer believes the celebrity has are associations that the brands target audiences actually have of the celebrity. Different groups of people may have different associations for any given celebrity. It is necessary, therefore, to test the possible use of any celebrity with the brands target group to ensure that the image/associations that the celebrity has in the minds of the target audience are meaningful, positive, and consistent with the advertiser or marketers expectations. When selecting a celebrity endorser, consider carefully the fit, congruence, or belongingness of the celebrity and brand (Brian D. Till, 1994). Celebrity endorsers can be used to effectively reinforce and/or create an image for a product or service. Test potential brand or celebrity combinations to ensure that the impression and image of the celebrity is positive for the target audience. For example to this matters are, Pepsi has used a variety of endorsers such as Michael J. Fox, Madonna, Michael Jackson, etc. This is to reinforce their youth image (Till, 1998). Classical condition research has shown that it is more difficult to condition a response to a familiar stimulus. In the other study, conditioning procedures were used to positively influence attitude toward several types of soft drinks: unknown brands such as Cragmont, moderately familiar brands such as Shasta, and well-known brands such as Pepsi. Results indicated that a positive attitude (desired response) was more readily conditioned to the unfamiliar Ebano than the well-known Pepsi (Shimp, T.A., 2007). Celebrity endorsements will be more effective for less familiar brands. For example, Michael Jordan has been an endorser for both WorldCom and Coca-Cola. The telecommunications firm

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WorldCom, relatively unfamiliar to many people, has more to benefit from its association with Michael Jordan than did Coca-Cola (Brian D. Till. 1998). According to (Shimp, 2007) studies, a recent estimate indicates that almost 20 percent of all advertisements worldwide use celebrity spokespersons. From the (Till and Shimp, 1998) point of view, they suggest that celebrity endorsements might vary in effectiveness depending on other factors like the fit between the celebrity and the advertised product. According to (M.Toncar, Jane S. R. and Cynthia E. A. 2007), it seems likely that some celebrities would, because of the nature of their celebrity status, have some level of credibility, by virtue of their expertise, trustworthiness, attractiveness, or some combination of the three. However, particularly in the case of expertise, the product or issue being promoted by the celebrity will certainly influence audience perceptions. Similarly, some celebrities will be perceived as more attractive because of their celebrity status. National or international celebrities are, almost by definition, widely recognizable, well-known and popular, almost wherever they go. This popularity could have been derived through recognition as a television celebrity, an athlete, a singer, actress or actor, etc. It is important for advertisers to clearly understand both the pros and cons of using such individuals to represent their products, causes, or organizations; and ultimately the advertisers must assess the effectiveness of such a message. In (Goodwill, B. 1999) interview session by PSAs (Public Service Announcer) if produced correctly and distributed to the appropriate media outlets, PSAs help educate, inform, and motivate various publics on a variety of topics and issues. They urge us to think about people with desperate conditions, act to help those in need and support causes that can change the world. He goes on to say that a good radio PSA is one that creates a mental picture of the subject with sound effects and a strong, credible spokesperson. He also mentioned in other article, more than 11,000 radio stations in the USA, and around two-thirds of them use PSAs. (Bonk, K., Griggs, H. and Tynes, E. 1999)

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2.3

Attractiveness 2.3.1 Features or Dimension

In the worlds fastest expanding and most demanding consumer markets today, advertising industry is experiencing a booming with a rapid change in a global market. The Association of Accredited Advertising Agents Malaysia (4As) expects local advertising expenditure (ADEX) to grow between 17 and 18 percent in 2011. Advertising is one of marketing activities and has become increasingly important to business enterprises either large or small. To date, more and more advertisement feature celebrities. According to Miciak and Shanklin, (1994); Charbonneau and Garland, (2005), in a crowded media environment where advertisers face an increasing challenge of attracting consumers attention, celebrities are said to have the ability to break through this media clutter and hold viewers attention. From previous research, a number of models and theories have been suggested to explain how endorsers might influence the consumers and what aspects of the endorsements are more likely to guarantee success (Braunstein and Zhang, 2005). It explains that, the endorser plays an important factor in determining the success of the products they endorsed. In these days, everyone wants looks attractive and being recognized by other people. Thats why today, billions of dollars are spent on cosmetics applications and reconstructive surgery because people judge a book by its cover (Patzer, 1985, pp. 12). Basically attractive people get more attention from publics rather than unattractive. Therefore, both attractive men and attractive women were found to be more persuasive. In supporting the idea, previous research suggests that the effectiveness of celebrity spokespersons depends upon their perceived credibility, attractiveness, or both (Toncar.M, Reid. J.S, Anderson. C.A, 2007). Many believe that the celebrity and popularity of celebrity athletes would benefit brands, creating positive associations, contributing to brand name recognition and creating meaning for even the most ordinary products (Miciak and Shanklin, 1994; Charbonneau and Garland, 2005; Stevens et al., 2003; Tingchi Liu et al., 2007).

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Moreover, Triandis, (1971) was supported that attractiveness has been conceptualized in terms of similarity, familiarity, and likeability. It was agreed by other study, Belch and Belch, (2007), similarity refers to the perceived resemblance between the spokesperson and the audience whereas familiarity represents the amount of knowledge that the audience has about the endorser. In spite of that likeability refers to the affection for the endorser based on physical appearance, behavior or other personal traits. The most important for advertising may be to increase purchase intention by encouraging the use of attractive celebrity in a particular products. The Source Attractiveness Model (McGuire, 1968) is the model of celebrity endorser effectiveness proposed by the previous researchers. In this model contend that similarity, familiarity, and liking of celebrity endorsers primarily determine their effectiveness, which attempts to explain why the endorser can endorse brands in many different product categories (Simmers, C.S., Damron-Martinez, D., & Haytko, D.L. 2009). Reality, the majority of people; young or adults buying certain products are being influenced by the celebrity attractiveness. According to Patzer(1983), Ohanian (1990), attractiveness has become an important factors through the increasing use of celebrities as endorsers products, services and/or social causes. Generally, the attractiveness would lead to an increasing of purchase intentions.

2.3.2 Physical Attractiveness

Morrow (1990) defined physical attractiveness as the degree to which ones physical and facial image elicits favorable reactions from others. While Patzer, (2006) defined physical attractiveness as how pleasing someone or something looks. Furthermore, physical attractiveness is rated from unattractive to high attractive. Generally, aesthetics hasnt always been a priority. But lately, there are increasing in number where people are visually attractive to those beautiful, attractive products or services. Usually people claims that dont judge a book by its cover, however Baker M.J and Churchill G.A, Jr (1977) views the old adage that you cant judge a book by its cover does not seem to apply to interpersonal relations in that a considerable amount of social science research suggest

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an individuals initial perception of and reaction to another individual are affected by the physical attractiveness of the other person. Due to the study, physical attractiveness can be a major influence to the first impression of the product being endorsed and then create purchase intention. From marketers concept, it claims that celebrities affect the credibility of the claims made, increase the memorability of the message, and may provide a positive effect that could be generalized to the brand, (Cooper,1984) thus increasing the purchase behavior and lead to the purchase intention. A general measure of physical attractiveness has often been used to assess celebrity endorser effectiveness, assuming what is beautiful is good (Dion, Berscheid, & Walster, 1972). As an endorser, physical attractiveness is important in promoting the brand in any public event or whenever the endorser has the opportunity to meet dealers and consumers. The consumers basically attract with a physical attractiveness of an endorser rather than the product image itself. Thus it will build up switching costs which make consumers reluctant to try new brands (Shum. M, 2004). Kahle and Homer (1985) have shown that the physical attractiveness of a celebrity affects the attitude change process. It points that the physical attractive of a model conveys sensuality, increase arousal which can affect information processing. For example, in the case of a stunningly attractive person who claims to use a beauty product the product in question may be assumed to be an element of the persons beauty formula. Thus, information concerning attractiveness is conveyed more quickly than other information, even if it is not highly probative. However, in Malaysian situation most of the celebrity endorsement is using the actors to endorse the product in order to create some noise in the market and lift the brand awareness while adding value to the products. For example Celcom Malaysia uses local celebrities, such as Maya Karin, Aaron Aziz and Fahrin Ahmad to launch the Celcom brand for the Malay segment.

2.3.3 Facial Attractiveness

The face is interesting, enduring, and informative and mostly used by people to make a wide ranging of judgments about a person. In spite of that, the facial attractiveness is considered of

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primary importance in an evaluations of a person overall attractiveness (Dickey- Bryan, 1986). Facial attractiveness basically is an interesting but abstract construct since different people have contrasting views about what constitutes attractiveness. Attractive endorsers will tackle most of the customers to purchase the endorsed product rather than unattractive one. Generally, people are looking for a beautiful, as the often used summary phrase what is beautiful is good (Eagly, 1991). As determining the factor in hiring and promotion decisions, attractive applicants are perceived to be more qualified than unattractive applicants( Cash, 1977; Drogosz and Levy, 1996; Jackson, 1995; Marlowe, 1996) and are largely preferred when attractiveness is relevant to the job offered. It shows that in any matter of doing, attractiveness is a part of consideration in the selection especially in business activities. According to Brehm and Kassin,(1993); Morrow, (1990); Myers, (1990), individual with an attractive appearance are considered to have better social, interpersonal and work-related skills because they tend to be more socially warm, intelligent, in control and have good and relevant experiences. Hence, they tend to increase consumers purchase intentions to the products. Conversely, a number of researchers found that the celebritys credibility is a much more significant factor in explaining consumers purchase intentions than the celebritys attractiveness (Ohanian, 1991; Natarajaan and Chawla, 1997; Byrne, 2003). For example, the credibility and attractiveness appearance of Sarimah Ibrahim make her one of the successful person in the industry as a Malaysian television host, actress and singer as well as she has endorses a lots of brand for example Telekom Malaysia, Sprite, Ribena, Halls confectionary, etc. As seen in many working sector, attractive candidates may become employer selection as their employee. Attractive applicants are perceived to be more qualified than unattractive applicants (Cash et al., 1977; Drogosz and Levy, 1996; Jackson et al., 1995; Marlowe et al., 1996), are largely preferred when attractiveness is relevant to the job and are recommended for higher salaries (Dipboye et al., 1977; Jackson, 1983). But other studies found that attractiveness was not positively related to the employment selection (Cash, 1977; Gilmore, 1986; Heilman and Saruwati, 1979). Other studies also have contended that attractiveness might not always be

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advantageous and could in fact have negative effects as evidence in the Beauty is beast effect (Heilman and Saruwatari, 1979).

2.4

Sources of Credibility

Many marketers use celebrities to advertise the product is based on the assumption that famous personalities will result to a higher degree of advertising appeal, believability, and recall to the advertised product (Rodriguez, 2008). Past research state that celebrity endorsers have a more positive influence on attitude towards the advertisement (Atkin & block, 1983; Bryne et al., 2003), and purchase intentions (Atkin & Block, 1983; Freiden, 1984). Moreover, the empirical studies have shown that endorser-product congruity positively affects consumers perceptions of spokesperson credibility, attitudes, recall, recognition, purchase intention, and willingness to pay higher prices (Kahle and Homer, 1985; Kalra and Goodstein, 1998; Kamins and Gupta, 1994; Misra and Beatty, 1990; Sengupta et al., 1997; Till and Busler, 1998). However, the celebrities itself are not necessarily will increase the customers purchase intention or create the loyalty of the customers towards the brand. Therefore, some studies claim that the effectiveness of a message source depends on the spokespersons perceived credibility (Rodriguez, 2008). Ohanian (1991) stated that source credibility is the most important characteristic in selecting a celebrity endorser. Goldsmith, Lafferty & Newell (2000) referred to endorser credibility as the extent to which the source is perceived as possessing expertise relevant to the communication topic and can be trusted to give an objective opinion on the subject. Furthermore, other research declared that source credibility suggests that the effectiveness of a message depends on the "expertness" and "trustworthiness" of the source (Hovland, Janis, and Kelley, 1953; Sternthal, Dholakia, and Leavitt 1978). Meanwhile, researchers (Baker and Churchill, 1977; Joseph, 1982; Kahle et al., 1985; Maddux and Rogers, 1980) have identified three components as making up the credibility construct: knowledge or expertise, trustworthiness, and appearance or attractiveness. Additionally, the researcher (Hovland et al., 1953) defined the source credibility as trustworthiness and expertise and (Fishbein et al., 1975) claimed that it affects the probability

21

that a message claim will be accepted. It was agreed by the researcher (Ohanian, 1990) which also suggested that celebrities may influence the consumers through the characteristics such as expertise, trustworthiness, attractiveness, familiarity and likeability. In the previous research stated that endorsers who are liked, perceived to be trustworthy, expert, and attractive, are said to have more positive influences on advertisement believability and brand image, which can contribute to purchase intentions (Rodriguez, 2008). Thus, the researcher (Lutz, 1985) claimed that advertisement credibility is the degree to which the consumer perceives claims made about the brand in the ad to be truthful and believable. It has a positive influence on attitude towards the brand, which then affects the intention to purchase the brand (MacKenzie et al., 1986). The intention to purchase the brand would also be an influential among customers to become loyal towards that brand. Additionally, those loyal customers are more likely to become advocates for the brand and recommend it to relatives, friends and other potential consumers (Schultz, 2005).

2.4.1 Trustworthiness
Trustworthiness refers to the general believability of the endorser, and is thus broader but conceptually similar to correspondent inferences about the endorser (Silvera and Austad, 2004). The other research stated that trustworthiness is the confidence that the consumer has in the celebrity regarding honesty and objectivity. Often people are skeptical when someone, especially an unknown person, is trying to sell them something. The more trust marketers have invested in a public figure, the less suspicious they will be about the qualities of the product being endorsed (Swerdlow and Swerdlow, 2003). Most researchers agree that trust results from trustworthiness (McAllister 1995; Moorman, Deshpand, and Zaltman 1993) and the strength and security of a trusting relationship (Rempel, Holmes, and Zanna1985). Nowadays, company is building this trusting relationship with the help of celebrity endorsement. Besides that, according to Miciak and Shankalin(1994) companies consider the credibility as the primary reason for selecting a spokesperson and the most important of the credibility is the trustworthiness. Hence, the battle for a piece of the consumers mind space has lead companies to want to associate their brands

22

with desirable and trustworthy celebrities in order to attract consumers attention and interest (Eltom, 2006).

2.4.2 Expertise
Expertise refers to the product knowledge of the endorser and thus to the validity of his or her claims regarding the product, and is believed to be a factor that increases persuasiveness above and beyond the effects of trustworthiness (Silvera et. al, 2004). At the same time, expertise is the perceived validity of the assertions made by the celebrity. This connection is often made by a previous association of the person to the nature or aspect of the product. Famous chefs endorse food products, athletes endorse athletic shoes, and musicians endorse stereo equipment (Swerdlow et al, 2003). However, in Malaysia perspective, the products endorsed by the celebrity usually not based on the association of the celebrity and the nature of the product endorsed. The singers and actors usually dominant the advertisement in Malaysia and usually endorsed for the food products. If the spokesperson is not seen as credible or as an expert on the product, the pitch will fall short and not resonate with the target audience (Swerdlow et al,.2003). In addition, Ohanian (1991) claimed that if the celebrity does not have a "direct connection" with the product being endorsed, there is less chance that the consumer will view the celebrity as a credible endorser.

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CHAPTER 3
RESULTS AND DISCUSSIONS
3.0

Introduction

This chapter reports the results obtained through the journals that have been collected. It begins by examine the attractiveness of celebrity, and followed by source of credibility of celebrity influencing the purchase intention. It is related to the objectives of the study in the subsequent sections. Discussions were made regarding the objectives outlined in chapter one and also attempt to answer the research questions.

3.1

Attractiveness

Attractiveness was the most influential factor in affecting purchase intentions (Chen S.M and Huddleston.P, 2008). However a number of researchers contend that the celebritys credibility is a much more significant factor in explaining consumers purchase intentions than the celebritys attractiveness (Ohanian, 1991; Natarajaan and Chawla, 1997; Byrne et al., 2003). McCracken (1989) contends that these models, source attractiveness and source credibility cannot explain some of endorsements most essential features. He also agreed that the source attractiveness model and the source credibility model identify degrees of attractiveness and credibility when marketers need to know about the type of attractiveness and credibility that is necessary for different products and situations. According to Kahle and Homer, (1985); Miller and Basehart, (1969); Till and Busler, (2000) the attractiveness and trustworthiness of both celebrities had a positive and significant relationship with purchase intention to buy such products and supported previous research that an attractive endorser also has a positive effect on purchase intention. From the study of previous research, it is means that attractive celebrity is much more important rather than non attractive celebrity in choosing the endorser.

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Moreover the specific traits such as expertise, attractiveness and knowledge of the products lead toward purchase intention. This previous research by Micheal Busler(2002), the study have examined specific traits of the endorser, such as expertise, attractiveness and knowledge of the product, in an effort to determine which celebrities "match-up" with the selected product leads toward purchase intentions. Studies reveal that using of attractive celebrity causes to increase attitude towards advertisements. Such attitude towards advertisements is defined as "mental states which are used by individuals to organize the way they perceive their environment and control the way they respond to it" (Haghirian, 2004). It shows that attractive celebrity plays an important role in determining the successful of endorsement towards endorsed products. According to previous studies about the effect of the celebrity endorser on purchase intentions, such as Kamins (1990), Ohanian (1991), Liu et al (2007), the researcher expected that positive attitude towards celebrities impressed purchase intentions. But results of this study confirm research outcomes of O'Mahony and Meenaghan (1997). According to this study, attitude towards celebrities does not necessarily always interpret in to purchase intentions. It seems that Iranian's consumer tendency for buying is influenced by other various items such as age, gender, income and education too. The brand attitudes and the purchase intentions are significantly higher when the product is endorsed by an attractive celebrity, compared to a non celebrity (Till and Busler 1998). Due to the study, physical attractiveness can be a major influence to the first impression of the product being endorsed and then create brand loyalty. From marketers concept, it claims that celebrities affect the credibility of the claims made, increase the memorability of the message, and may provide a positive effect that could be generalized to the brand, (Cooper,1984) thus increasing the purchase intentions and behavior.

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3.2

Sources of Credibility

Some studies claimed that credibility of the celebrity has been associated with expertness and trustworthiness (Hovlan and Weiss, 1951; Hovlan, Irving and Kelly., 1953; Seno and Lukas, 2007). Rodriguez (2008) claim that the effectiveness of a message source depends on the spokespersons perceived credibility. She added that endorsers who are liked, perceived to be trustworthy, expert, and attractive of celebrity, are said to have more positive influences on advertisement believability and brand image, which can contribute to purchase intentions. Besides that, credible spokespersons are perceived to be more socially and intellectually competent, and have higher levels of integrity which makes them more persuasive (Till & Busler, 1998). It was agreed by few studies stated that credible endorsers have the ability or significantly correlated to the increase of purchase intentions (Liu, Huang and Jiang, 2007; Pornpitakpan, 2003; Erdogan, Baker and Tagg., 2001). Rodriguez (2008) also indicates that purchase intentions increase with a credible endorser. O'Mahony and Meenaghan (1997) proved that credibility towards communicator had the greatest impact on the purchase intention. In fact, endorsers which were considered to be very credible generated a high intention to buy the product. Ohanian (1991) also examined the impact of attractiveness, expertise and trustworthiness towards celebrities and respondents intention to buy the product. It found that attractiveness and trustworthiness towards celebrity were not related to purchase, without worrying if the purchase was for a personal use or a gift. However, in the same studies, the expertise dimension was significantly linked with purchase intention. It was granted in some studies stated that expertise had a stronger effect on attitude toward the brand and purchase intentions than physical attractiveness (Ohanian 1991; OMahoney & Meenaghan 1998; Till & Busler 1998). The results of celebrity endorsement also showed that the expert salesman induced a number of consumers significantly higher to buy the product, than the product that induced by the inexpert salesman (Woodside and Devenport 1974). Attempts to measure the impact credibility on consumers' intentions to purchase indicate that only "expertise" had any significant influence on intentions to purchase (Menon and Rogers, 2001). There also seems to be a direct correlation between believability and overall

26

advertisement effectiveness, as measured by purchase intentions (Kamins, Brand, Hoeke, and Moe 1989). However, interestingly there is no relationship was found between purchase intention and the expertise of either sports celebrity (Chen and Huddleston, 2009). The attractiveness and trustworthiness of both celebrities had a positive and significant relationship with purchase intention to buy fair-trade coffee and supported previous research that an attractive endorser has a positive effect on purchase intention (Kahle and Homer, 1985; Miller and Basehart, 1969; Till and Busler, 2000). Conversely, in other studies found that the celebritys credibility is a much more significant factor in explaining consumers purchase intentions than the celebritys attractiveness (Ohanian, 1991; Natarajaan and Chawla, 1997; Byrne et al., 2003). However, in some studies, (Mohan et.al, 2001) claimed that the advertisers need not to rely exclusively on celebrities as they may exhibit low credibility & knowledge and advertisements featuring them may tend to be less believable and this may affect or decrease consumers purchase intentions.

3.3

Discussion

This study contributes to the actual body of literature in many ways. First, the use of celebrity endorsement is important but not sufficient. The study revisited the role of attractiveness and sources credibility of the commercial and the endorser as major determinants of the intentions to buy.

3.3.1 Research Question 1

What are the impacts of attractiveness of celebrities to the purchase intention of an endorsed product? Attractiveness of celebrity endorser its a major determinant towards the intentions to buy. Through the journal that researchers gathered, it shows that attractiveness is important factors

27

intervening in the consumer purchase intentions toward endorsed products. People generally look things from the appearance not from the value of products or services. Products or services that use attractive celebrity as the endorser will gain more attention from customers thus increase the purchase intentions towards the endorsed products. At the same time, attractive endorsers are significantly increased the brand attitudes rather than non attractive endorser. On the other hand, through reading about personality of celebrity and purchase intention, attractiveness of celebrities give impact by it increase the memorability of the message, and may provide a positive effect that could be generalized to the brand, and thus increasing the purchase intentions and behavior. Even though marketers can invoke a variety of tools to develop and maintain appropriate associations, an attractive celebrity endorser may represent as one way in which meaning can be transferred to purchase intentions and becomes a powerful mechanism for managing brands itself.

3.3.2 Research Question 2

In what extent the sources of credibility of celebrities associate with purchase intention? Credibility of the commercial and the endorsers or celebrities are both important factors intervening in the consumer assessment process. Our study shows that there is a positive and strong relationship between the credibility of the commercial, the credibility of the endorser/ celebrity, and the intentions to buy. Based on the collected journal, it showed that the effectiveness of the advertisement depends on the credibility of the endorser which is the celebrity. In fact, the endorsers that perceive the credibility positively linked in generating a high intention to buy the products than the endorsers whom are less credible. Moreover, Rodriguez (2008) stated that endorsers who are liked, perceived to be trustworthy, expert, and attractive, are said to have more positive influences on advertisement believability and brand image, which can contribute to purchase intentions. Therefore, the evident showed that the credibility of celebrities is directly related with purchase intention.

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CHAPTER 4
SUMMARY, IMPLICATIONS, LIMITATIONS AND RECOMMENDATIONS 4.0 Introduction

The objectives of this study are to examine the impact of the attractiveness of celebrities to the brand, the associations between the credibility of celebrities towards brands and how the printed media influence the brands. Despite of that, the summary of the findings will be appearing in this chapter. The summarization all the three objectives in this research will be cover. Moreover, the results of this study may become very advantageous to the organization involved, not only as a third-party an insight on the problem at hand, but it is also can use to the other organization to further this study in proceed in future. In order to improve this study in future, all the direct or indirect organization should be helpful in term of to get the data more validity and reliability. This study will be useful in order to recognize the best approached in choosing the promotional strategies in eliciting the purchase intentions. Besides the summarization of the findings, the researchers will be understandable the implication of the research towards organizations or persons. More to the point of that, the limitations also will be including in this chapter as part of the knowledge and can be improving in future research. Because, limitation express the flaw exists in the carrying out of this research. Finally, some recommendations were made to attract more researcher came out with a more clear-cut, focused study in the future.

4.1

Recapitulations of the Findings

To recapitulate, consumers willingness to buy is determined by the attractiveness and sources credibility of endorser or celebrity and the commercial. If a celebrity is well known, but is perceived as not attractive, then this will not have any effect on consumers purchase intentions. Conversely, if the celebrity is perceived to be very similar to consumers, and is also perceived as
29

attractive celebrity then the effect on the intentions to buy will be greater. Products or services that use attractive celebrity as the endorser will gain more attention from customers thus increase the purchase intentions towards the endorsed products. At the same time, endorsers that are attractive are significantly increased the brand attitudes rather than non attractive endorser. It is clear that when a business designs its promotional strategy, the company should not just hire a celebrity for the sake of having a celebrity endorser. The endorser must have characteristic that will increase attention from the market and will give impact by leaving a message of an endorsed products. The study clearly indicates that the effect that will be gained from making that move will be marginal to non- existent. Therefore, it is the utmost of importance that if a business does decide to use a celebrity endorser, that the company researchers how its target market feels toward that person. According to the findings, the researchers should take note that characteristic such as attractiveness and sources credibility towards celebrities does not necessarily always interpret in to purchase intentions. It seems that consumer tendency for buying is also influenced by other various items such as age, gender, income and education too. The credibility of the celebrity is claimed to be connected with the expertness or expertise and the trustworthiness of the celebrity or the endorsers. The effectiveness of the celebrities endorsement was highly depends on the credibility of the spokesperson or the celebrity itself. The credible spokesperson are perceived to be socially and intellectually competent as well as giving positive influence on the advertisement believability and the brand image and directly generate a high intention to buy the product. Moreover, the credibility of the communicator or the celebrity was proved to have the greatest impact on the purchase intention. The purchase intention also was significantly linked with the credible person rather than the attractiveness of the endorsers. Besides that, the element of credibility which is the expertise was significantly associate with the purchase intention. It also showed that the expertise have stronger effect on the attitude toward the brand and the purchase intention than the physical attractiveness. The consumer also has higher intention to buy the product that had been promoted by the expert endorsers than the

30

inexpert one. The expertness of endorser also seems to have a direct or positive relationship with the believability and overall advertisement effectiveness especially the purchase intention. The trustworthiness of celebrities endorsement also gave a positive influence towards the purchase intention. However, its effectiveness was less important rather than the expertise or expertness of the celebrity.

4.2

Research Implications

The advertisement today has been known as one of the approach taken by marketers to promote products and also known for its highly competitive nature not just globally but also in Malaysia. There are various ways used by marketers in order to promote products such as advertised via television, radio, newspaper, magazine, mobile billboard, and also via internet. The used of people as medium to deliver the message about the products also one of the way used by marketers to promote the product and nowadays the used of celebrity to endorse the products become common. Consequently, this matter had given implications to various parties including the government, consumers, industry as well as foodservice industry, and the marketers itself. The use of celebrity in promoting products could give impact to the users as the users might be fooled by the advertisement where the messages delivered not always are true. Besides that, the users might also be fooled by the deceptive advertisement advertised by celebrities as their claims are not always correct. For instance, the claim made by Mawi about the taste and the spiciness of Mamee Slurp may not be true. Corresponding to the above notion, the government should strengthen the control over the use of celebrity endorsement which the messages delivered was untrue as this could irritate the users or consumers. So, the government could monitor the advertisers or marketers on the use of celebrity endorsement and truthful of the claimed made by the celebrity in the advertisement. In fact, the most apparent findings of the research were related to the potentially positive impacts, in terms of celebrity endorsement and purchase intentions. Furthermore, as there is ample use of celebrities to promote the products, the foodservice industry especially the restaurants should implement the use of celebrity endorsement to promote food products and also service offered.

31

This will help in increasing the purchase intention and awareness towards the food products as well as attracting more customers to come to the restaurants. There could also be some implications to the marketers as well. More marketers may apply the idea of using celebrity endorsement as a technique to promote the products and to increase the purchase intention towards the products endorsed. It is hoped that the findings of this study will assist the government, society, marketers and industry mainly foodservice industry to be aware of the use of celebrities endorsement to market the products and services because the use of celebrities endorsement may motivate the marketers to be more creative particularly in promoting their products to the customers. Lastly, the findings in this review hopefully facilitate for further research as well as to a good start when studying celebrity endorsement. Instead of reading several articles there is now an opportunity to read this review and get summary of celebrity endorsement towards purchase intentions and also inspiration for further research. By investigating these areas the researchers believe that the lack of celebrity endorsement material in Malaysia will no longer exist.

4.3

Limitations and Possible Future Research

Although this study has given significant contribution to the understanding of the celebrity endorsement towards purchase intention on a certain products, there is no doubt that there exist some limitations, which may lead to further research. Limitation of the study can be classified as situation that may impose restrictions upon the research, restrictions beyond the control or the existence of other conditions precluding necessary procedures. The restrictions commonly limit the observation of inventories and the confirmation of accounts receivable. Therefore limitation can be defined as the problems occurred during completing this research. The limitations comprises of used of secondary data, sources of literature or reading, scope of study, time constraints, cost, and monetary. First and foremost, this study is based on secondary data only, where the data were gathered through previous research. This become limitations to this study as the researchers did not

32

develop and distribute questionnaire, collect and analyze data in order to get a realistic findings. Basically, the sources of literature are based on overseas perspective and there are a few journals on celebrity endorsement that relates with Malaysian scenario. Due to that limitation, the researchers cannot get real view of celebrity endorsement in Malaysia. Further research could be carried out in primary data in order to gather more meaningful data. As mentioned earlier, this kind of study is primarily depending on the secondary data; as a consequence, this research was not involved with any statistical analysis. Therefore, the researchers could not estimate effect of personality toward celebrity endorser on purchase intention. Moreover, time constraints also become limitation to this study where this research has to be done in short period of time. Due to that, the researchers have a limited time in order to accomplish this research paper. Therefore, if the time permits, the researchers would suggest that future research should involve more statistical analyses and use of triangulation which is both quantitative and qualitative data. Hence a more meaningful result would be discovered. In spite of that, due to monetary and time constraints, the scale as well as the scope of research was limited. It only covered two types of celebrity personality which are sources credibility of celebrity and the attractiveness of celebrity and the result obtained only revealed several aspect of personality of celebrity toward purchase intention. Therefore, if more time and a larger budget were allocated, the replication of such research could be carried out in a broader scope. It could be better in the future study to look at other elements such as geographic of the customer; urban and suburban, gender, products endorsed and types of media used. Despite of these limitations, some useful insights and information relating to the celebrity endorsement and purchase intention were obtained, and the researchers hope that it became a foundation to the potential researcher to explore further on this kind of the study.

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