The Impact Of Celebrity Quantity, Multiple Product Endorsement And Exposure Frequency On Celebrity Advertising

Abundant prior research about celebrity advertising examine various facts which impact on the effects of celebrity advertising, This paper investigate the effects of three facts(Celebrity Quantity, Multiple Product Endorsement and Exposure Frequency) on consumers' attitudes, purchase intentions and price evaluation by two 2×2 experiments. Using print ads as the stimuli, the results indicated that, as Celebrity Quantity increases consumers' purchase intentions become less favorable. More specifically, the results presented that, with various celebrity endorsement, customer prefer to "popular" celebrity who has high Exposure Frequency on other difference advertising.