Furthermore, there is an extension of the celebrities’ credibility from their areas of fame to the product that they endorse (Boyland, Harrold, Kirkham, & Halford, 2012, p.Moreover, sensationalism has made its way into marketing strategy, as consumers tend to identify to a greater degree with products that are endorsed by the so called regular guy. As a result, advertisers now believe that celebrity endorsement is very effective. The relationship between the acceptability of an advertisement and the credibility of the celebrity endorsing it has been illustrated by the advertisements relating to Apple Computers, Milk, and Pepsi (Menon, 2001).Furthermore, there have been very few studies on comparing the effectiveness of celebrity advertising with that of non – celebrity advertising. In one study by Friedman et al, the celebrity version of the advertisement obtained a higher rating than the non – celebrity version. This was in the areas of advertising believability, probable taste of the product, and purchase intention. Atkin and Block conducted a study that led to the conclusion that celebrity advertisement had a greater favourable effect on consumers, in comparison with non – celebrity advertisements. Therefore one is led to the conclusion that celebrity advertising is more effective than non – celebrity advertising (Menon, 2001).In addition to psychology, attitude is a notion that is crucial to social sciences and marketing. It has been defined as a learning orientation that results in constant liking or disinclination towards a specific object. Kotler had suggested that attitude denotes an individual’s lasting assessment of action intention, emotional feelings, and like or dislike towards an object or idea (Lin, 2011, p.In their work, Schiffman and Kanuk have contended that attitudes denote a psychological tendency that results from continuous assessment and learning regarding a subject. It represents the personal standards of an individual. Consumer attitude resulting from advertising can be classified as affection and cognition. Affection denotes feeling, whereas cognition represents thinking. In addition, affection mirrors the internal feelings of an individual, and cognition stands for the evaluation arrived at by an individual regarding an external stimulation (Lin, 2011, p.The purchase intention and trust of customers increases whenever
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