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ELECTRONIC SUBMISSION OF AN INDIVIDUAL ASSIGNMENTBUSINESS SCHOOL COURSEWORK FEEDBACK SHEETStudent number201401047Date16/07/2015Module TitleIndependent StudyAssignment TitleIndependent Study Final ReportModule Code26154Word Count5793 wordsStrengths 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 hereto entertext.”Date“Click here or fromthe dropdown toenter a date.”IndicativeMark %“Click here toenterpercentage”Second Assessor’sInitials“Clickhereto entertext.”Date“Click here or fromthe dropdown toenter a date.”(Subject to Module Board Agreement)(Before any penalty applied)
1The University of HullBA (Hons) Marketing and ManagementSemester 3 (2014/2015)Independent Study Interim ReportTitle:The influence of celebrity endorsers source credibility on audiences attitudetoward brand and advertisements of SAMSUNG smartphoneStudent ID of Hull:201401047Student ID of HKUSPACE:10553688Module:Independent StudyModule Code:26154Local supervisor:Sharon LamDate of Submission:16-7-2015Word Count:5793 words
2Table of ContentAbstractP.31.IntroductionP.4-52.Literature ReviewP.6-103.Research MethodologyP.11-144.Research FindingsP.15-205.Data Analysis and DiscussionP.21-236.ConclusionP.247.RecommendationsP.24-258.LimitationsP.25AppendicesP.26-39List of ReferencesP.40-45
3AbstractCelebrity endorsement is applied in different types of advertising during past decadesuch as television advertising or print advertising. Celebrity becomes the essentialelement in the advertising and their source credibility will affect the brand attitudeand attitude toward advertisement directly. This report examines the impact ofcelebrity endorsers source credibility on audience attitude toward brand andadvertisements.The results of the report showed that trustworthiness, attractiveness and expertisewere evaluated by audiences when they are watching the advertisement. These threeelements affectedcustomer’sattitude toward the advertisements and brand. Thequestionnaires distribute to 120 respondents and correlation analysis was theimportant analysis method to examine the relationship of celebrity endorsers sourcecredibility on audiences attitude toward brand and advertisements. Moreover, thisstudy indicated that celebrity endorsers source credibility may build up positiveinfluence to SAMSUNGs brand attitude and attitude toward advertisements. Also,this report will make feasible recommendations on how to make better use ofcelebrity endorsement in advertising.

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