ELECTRONIC SUBMISSION OF AN INDIVIDUAL ASSIGNMENT “BUSINESS SCHOOL COURSEWORK FEEDBACK SHEET”““Student number”201401047 “Date 16/07/2015 “Module Title”Independent Study “Assignment Title”Independent Study Final Report “Module Code”26154 “Word Count”5793 words “Strengths exhibited in the assignment:”“Click here to enter text.”“Areas of weakness in the assignment, and ways in which the work could be improved:”“Click here to enter text.”“Additional comments:”“Click here to enter text.”“First Assessor’s Initials”“Click here to enter text.”Date”“Click here or from”“the dropdown to”“enter a date.”Indicative” Mark %”“Click here toenter” “percentage”“Second Assessor’s Initials”“Click here to enter text.”Date”“Click here or from”“the dropdown to”“enter a date.”(Subject to Module Board Agreement)”(Before any penalty applied)”
1 The University of Hull BA (Hons) Marketing and Management Semester 3 (2014/2015) Independent Study Interim Report Title: The influence of celebrity endorser’s source credibility on audience’s attitude toward brand and advertisements of SAMSUNG smartphone Student ID of Hull: 201401047 Student ID of HKUSPACE: 10553688 Module: Independent Study Module Code: 26154 Local supervisor: Sharon Lam Date of Submission: 16-7-2015 Word Count: 5793 words
2 Table of Content Abstract P.3 1.Introduction P.4-5 2.Literature Review P.6-10 3.Research Methodology P.11-14 4.Research Findings P.15-20 5.Data Analysis and Discussion P.21-23 6.Conclusion P.24 7.Recommendations P.24-25 8.Limitations P.25 Appendices P.26-39 List of References P.40-45
3 Abstract Celebrity endorsement is applied in different types of advertising during past decade such as television advertising or print advertising. Celebrity becomes the essential element in the advertising and their source credibility will affect the brand attitude and attitude toward advertisement directly. This report examines the impact of celebrity endorser’s source credibility on audience attitude toward brand and advertisements. The results of the report showed that trustworthiness, attractiveness and expertise were evaluated by audiences when they are watching the advertisement. These three elements affected customer’sattitude toward the advertisements and brand. The questionnaires distribute to 120 respondents and correlation analysis was the important analysis method to examine the relationship of celebrity endorser’s source credibility on audience’s attitude toward brand and advertisements. Moreover, this study indicated that celebrity endorser’s source credibility may build up positive influence to SAMSUNG’s brand attitude and attitude toward advertisements. Also, this report will make feasible recommendations on how to make better use of celebrity endorsement in advertising.