COMPLETEEEEEE READY TO BOOKBIND.pdf - University of Perpetual Help System Laguna JONELTA Basic Education Department \u2013 Senior High School IMPACT OF

COMPLETEEEEEE READY TO BOOKBIND.pdf - University of...

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University of Perpetual Help System Laguna - JONELTA Basic Education Department Senior High School IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMERS’ BUYING BEHAVIOR A Thesis Presented To The Faculty of the Senior High School University of Perpetual Help System Laguna Sto. Niño, Biñan City, Laguna In Partial Fulfillment Of the Requirements for the Subject Practical Research 2 By; Milky C. Cambay Maricel F. Cleofe Ralphchelle May T. Concepcion Mary Grace B. Diaz Marjorie A. Mariñas Trisha Mae U. Mercado Sweetzel Mae C. Sandoval Carol V. Serojales March 2019
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University of Perpetual Help System Laguna - JONELTA Basic Education Department Senior High School Chapter 1 THE PROBLEM AND ITS SETTING Introduction Marketing is very important as it includes advertising, selling and delivering products to people. Advertising is "the art of persuasion" that is mainly concerned with providing a direct line of communication and awareness to a prospective customer about the product or service that is being offered. It adapted various strategic to get its message through. Celebrity endorsement is one of the most prevalent forms of advertising in today's world. Celebrity refers to an individual who is known to the public and endorsements are a form of advertising that uses famous personalities to promote product or service. Countless businesses of all shapes and sizes use celebrity endorsements as their marketing strategy and by choosing and endorsing the right celebrities for their products enhances more the credibility of a company (Bhasin, 2018). Celebrity endorsements make the product more appealing, more noticeable and more compelling to the consumer (Kokwei & Li, 2013). More brands are using celebrities to create competitive advantage and to differentiate their brand (Ilicic & Webster, 2015). Famous people can be excellent salesmen as they are well- recognized personalities having strong attractive power to entice the audience which leads in the creation of strong brand image and value in viewer's mind (Pornpitaktan, 2004). Unique ads starring the celebrity endorser can be used by the companies to generate a positive effect on the consumer's attitude toward the brand (Ranjbarian, Shekarchizade & Momeni, 2010). During the endorsement period, sales increases by an average of 4% especially when a big achievement is done by a celebrity (Elberse & Verlum, 2012). In the Philippines, Synergy Business Consultancy conducted a survey and according to the 67% respondents, they availed a service or bought a
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University of Perpetual Help System Laguna - JONELTA Basic Education Department Senior High School product due to a celebrity endorser (Malaban, 2010). Marketers invest huge amounts in contract, as their general belief is that advertising message delivered by celebrities provides more attention. Celebrity endorsement has the power to initiate, inform, entertain and educate the consumer (Wadhera & Chawla, 2017).
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