The Impact of multiple celebrity endorsement on attitude toward the advertisement and on consumers’ purchase intentions in the context of Colombia
Clelland, D. (David) | 2014-05-15
The present research analyses the way multiple celebrity endorsement affects industries in Colombia especially in the cosmetic and cleanliness sector. In recent years, some national celebrities have been endorsing multiple products at the same time and it is uncertain the effect that this could have on customers attitude toward the advertisement and their purchase intentions. The results in this research indicate that the credibility and the attitude toward the advertisement are affected when the same celebrity endorses several brands, tending to decrease. However, the purchase intention seems not to be affected when the number of endorsements increased. This study was conducted through online questionnaires to women older than 18 years old in the cities of Bogota and Medellin.