Copyright 2014, Callie Elaine Worthen

Do Celebrity Endorsed Advertisements in Fashion Magazines Influence Purchase

Intentions of Generation Y?

By

Callie Worthen, B.S. A

Thesis

In

HOSPITALITY AND RETAIL MANAGEMENT

Submitted to the Graduate Faculty of

Texas Tech University in Partial

Fulfillment of

the requirements of the

degree of

MASTER OF SCIENCE

Dr. Deborah Fowler

Committee Chair

Dr. Hyo Jung Chang

Dr. Natalia Velikova

Mark Sheridan

Dean of the Graduate School

May 2014

Copyright 2014, Callie Elaine Worthen

Texas Tech University, Callie Elaine Worthen, May 2014

ii

TABLE OF CONTENTS

ABSTRACT v

LIST OF TABLES vi

LIST OF FIGURES vii

I. INTRODUCTION 1

Statement of the Problem 2

Significance 3

Hypotheses 3

Description of the testing 11

Limitations 11

Data Collection 12

Definition of Terms 12

II. REVIEW OF LITERATURE 14

Introduction 14

Celebrity Credibility 14

Attitude Toward the Celebrity 18

Attitude Toward the Advertisement 19

Attitude Toward the Brand 19

Process of Social Influences 20

“Match-Up” Hypothesis 23

Purchase Intentions 25

Generation Y 25

Theoretical Framework 26

Summary 29


iii

III. METHODS AND PROCEDURES 30

Introduction 30

Hypothesis 30

Method 38

Demographics 39

Research Design 45

Data Collection 48

Data Analysis 48

Summary 49

IV. ANALYSIS AND FINDINGS 50

Introduction 50

Research Design 50

Analysis 50

Hypothesis Testing 51

Summary 113

V. DISCUSSION AND IMPLICATIONS 114

Introduction 114

Conclusions 114

Discussion 115

Implications 119

Future Research 120

Summary 121

BIBLIOGRAPHY 122

APPENDICES 128

A. RECRUITMENT STATEMENT FOR EMAIL 128 B. RECRUITMENT STATEMENT ON FACEBOOK 129 C. RECRUITMENT STATEMENT ON REDDIT.COM 130


iv

D. QUALTRICS SURVEY 131 E. TEXAS TECH UNIVERSITY INTERNAL REVIEW BOARD LETTER 186


v

ABSTRACT

The purpose of this study is to see if celebrity endorsed advertisements in fashion

magazines influence purchase intentions of Generation Y. Celebrity endorsers are seen

everywhere from television to billboards and fashion magazines therefore, it is important

to understand if celebrity endorsed advertisements in fashion magazines affect purchase

intentions. For this study there are 3 major fashion magazines used: Elle, InStyle and

Vogue. These fashion magazines were chosen because they are 3 of the most common.

All the celebrity endorsed advertisements in the magazines were removed from the

magazines and were reviewed by a panel of experts for this study. For the purpose of this

study the sample consisted of anyone who fell within the Generation Y category.

For this study the data which was sought was to see how celebrity endorsed

advertisements affected purchase intentions of Generation Y. To find the data, a survey

was created on Qualtrics asking participants questions about demographics, purchase

intention, celebrity credibility and their attitude toward the celebrity, advertisement and

brand. Data was collected through the Qualtrics survey and the data was collected from

November 23, 2013 through February 10, 2014. The data consisted of a convenience

sample. The survey was emailed to family and friends, posted on Facebook and posted on

Reddit.


vi

LIST OF TABLES

1. Demographic Characteristics of the Respondents (N= 263) 41

2. Consumers’ Purchasing Behavior of Products 42

3. Consumers’ Purchasing Behavior of Similar Products 43

4. Consumers’ Purchase Intentions of Brands 44

5. Consumers’ Purchase Intentions of Celebrities 45

6. Consumers’ Purchase Intentions of Advertisements 46

7. One-Way ANOVA of Hair Products 58

8. Tukey HSD for Hair Products 60

9. One-Way ANOVA of Beverages 71

10. Tukey HSD of Beverages 73

11. One-Way ANOVA of Perfume 82

12. Tukey HSD of Perfume 85

13. One-Way ANOVA of Apparel 94

14. Tukey HSD of Apparel 97

15. One-Way ANOVA of Cosmetics 106

16. Tukey HSD of Cosmetics 108


vii

LIST OF FIGURES

1. Theory of Planned Behavior 27

2. Impact of a Celebrity Endorser 113


1

CHAPTER I

INTRODUCTION

A celebrity endorser is “Any individual who enjoys public recognition and who

uses that recognition on behalf of a consumer good by appearing with it in an

advertisement” (McCracken, 1989, p. 310). Using a celebrity endorser to advertise

products is not a new concept. Using celebrity endorsers goes all the way back to the

1800’s with Queen Victoria’s laundress being used to endorse Glenfield Patent Starch, as

well as Mark Twain’s face was on a flour bag and two different cigar boxes (Piccalo,

2005). Celebrities are able to make consumers notice what they are endorsing, therefore

consumers immediately create an identity for the product (Cooper, 1984). Also,

Celebrities have the ability to attract attention, make the copy more memorable, refine the

company’s image, add charm to the product, and make it more wanted, reliable and

trusted (Spielman, 1981).

Hiring a celebrity to endorse products for a company is a popular way of

marketing. About 20% of commercials use a celebrity endorser and around 10% of all

advertising money goes to celebrity endorsements (Bradley, 1996). There is potential for

an adult to see 3,000 advertisements a day, with 2 million brands all trying to draw

consumers’ attention (Hotz, 2005). Advertising is considered to be one of the main ways

to inform consumers about products (Meenaghan, 1995). Since there are so many

companies marketing products, many times consumers will make purchase intentions


2

based on the brand’s advertised image, other than the actual physical aspect of the brand

(Graeff, 1996). With so many celebrity endorsed advertisements many companies believe

celebrity endorsers will positively impact consumers’ attitudes toward the brand being

advertised, consumers’ purchase intentions, and other measures of effectiveness (Kaikati,

1987; Ohanian, 1991; Tripp et al., 1994; Goldsmith et al., 2000; Erdogan et al., 2001).

Companies spend millions of dollars a year to have their products endorsed by a

celebrity (Walker, Langmeyer, & Langmeyer, 1992). Cooper (1984) says the key to using

a celebrity in advertisements is to use a celebrity who is popular enough to draw

attention, but also the celebrity does not need to upstage the product; the product needs to

be most important. Companies use celebrity endorsers because they allow a way to

differentiate their brand from others (Buck, 1993). Companies are placing celebrity

endorsed advertisements everywhere from television, to magazines, and the internet. The

main focus of this research study is celebrity endorsed advertisements in fashion

magazines. Many elements make up a fashion magazine such as: 40 to 52 pictures to

show off designers’ newest fashions with the pictures being a full page and colored, an

endless amount of advertisements, and showing off people in the fashion world such as

designers, photographers, models etc. (Moeran, 2006).

Statement of the Problem

Many companies use celebrity endorsers for advertisements in fashion magazine.

There have been many studies conducted which have found celebrities to be likeable and


3

attractive; however, these perceptions have not always been linked to credibility and

purchase intentions (Kamins, Brand, Hoeke, & Moe, 1989) There have not been any

studies conducted on the exact topic of this study which is, whether or not celebrity

endorsed advertisements in fashion magazines affect purchase intentions of Generation

Y. This study will determine the factors which increase purchase intentions by looking at

celebrity credibility, purchase intentions, and the consumer’s attitude toward the

celebrity, brand, and advertisement. The topic of this study is important for marketers, so

they can understand if using celebrity endorsed advertisements in fashion magazines

affects Generation Y’s purchase intention to buy products.

Significance

These findings are crucial to understand if celebrity endorsed advertisements in

fashion magazines influence purchase intentions of Generation Y. All marketing

companies can use this information if they use celebrity endorsers or are considering

using celebrity endorsers to advertise in fashion magazines. This study focuses on

Generation Y, which is a generation that consists of a large amount of consumers and

purchasing power.

Hypotheses

Hypothesis 1: There was a significant difference of customers’ behavioral intention

regarding the purchase of hair products based on the celebrity endorser.


4

RQ1-1: Is there a significant difference in buying intention of hair products based on the

celebrity endorser?

Hypothesis 2: There was a significant difference of customer’s opinions of hair products

based on the celebrity endorser.

RQ2-1: Is there a significant difference in the assumed use by the endorser of hair

products based on the celebrity endorser?

RQ2-2: Is there a significant difference in the perceived attractiveness of the endorser?

RQ2-3: Is there a significant difference in the perceived classiness of the endorser?

RQ2-4: Is there a significant difference in the perceived beauty of the endorser?

RQ2-5: Is there a significant difference in the perceived elegance of the endorser?

RQ2-6: Is there a significant difference in the perceived sexiness of the endorser?

RQ2-7: Is there a significant difference in the perceived dependability of the endorser?

RQ2-8: Is there a significant difference in the perceived honesty of the endorser?

RQ2-9: Is there a significant difference in the perceived reliability of the endorser?

RQ2-10: Is there a significant difference in the perceived sincerity of the endorser?

RQ2-11: Is there a significant difference in the perceived trustworthiness of the endorser?


5

RQ2-12: Is there a significant difference in the perceived expertise of the endorser?

RQ2-13: Is there a significant difference in the perceived experience of the endorser?

RQ2-14: Is there a significant difference in the perceived knowledge of the endorser?

RQ2-15: Is there a significant difference in the perceived qualifications, regarding

fashion and beauty, of the endorser?

RQ2-16: Is there a significant difference in the perceived skills of the endorser?


regarding the purchase of beverages based on the celebrity endorser.

RQ3-1: Is there a significant difference in buying intention of beverages based on the

celebrity endorser?

Hypothesis 4: There was a significant difference of customer’s opinions of beverages


RQ4-1: Is there a significant difference in the assumed use by the endorser of beverages

based on the celebrity endorser?





6















regarding the purchase of perfume based on the celebrity endorser.


7

RQ5-1: Is there a significant difference in buying intention of perfume based on the

celebrity endorser?

Hypothesis 6: There was a significant difference of customer’s opinions of perfume based

on the celebrity endorser.

RQ6-1: Is there a significant difference in the assumed use by the endorser of perfume













8






RQ6-16: Is there a significant difference in the perceived skills of the endorser


regarding the purchase of apparel based on the celebrity endorser.

RQ7-1: Is there a significant difference in buying intention of apparel based on the

celebrity endorser?

Hypothesis 8: There was a significant difference of customer’s opinions of apparel based


RQ8-1: Is there a significant difference in the assumed use by the endorser of apparel






9












fashion and beauty, of the endorser.



regarding the purchase of cosmetics based on the celebrity endorser.


10

RQ9-1: Is there a significant difference in buying intention of cosmetics based on the

celebrity endorser?

Hypothesis 10: There was a significant difference of customers’ opinions of cosmetics


RQ10-1: Is there a significant difference in the assumed use by the endorser of cosmetics











RQ10-11: Is there a significant difference in the perceived trustworthiness of the

endorser?


11







Description of the Testing

The survey, which was used for this study, was created on Qualtrics, the survey

was open from November 23, 2013 through February 10, 2014 for the participants to

complete. The survey was approved by the Institutional Review Board of Texas Tech

before the survey was emailed or posted via Facebook or Reddit for the participants to

take. If the participants did not wish to complete the survey then they did not have to and

could exit out of the survey at any time. There was not a time limit, for the survey, so the

participants could take as long as they wished to complete the survey.

Limitations

There were several limitations for this research. The sample for this research was

a convenience sample. The survey the participants completed was created on Qualtrics

and sent to friends and family via email and was posted to Facebook as well. The survey


12

was also posted to a website, Reddit which allows people to participate in surveys which

have been uploaded on the website. Also this research conducted was only for Generation

Y which consists of participants between the ages of 19-36.

Data Collection

A survey was created on Qualtrics and was then sent out to family and friends via

email. The survey was also posted on Facebook, where people were allowed to share the

survey link to others. Also, the survey was posted on Reddit, a website which allows

people to participate in surveys which have been uploaded to the website. The

participants, who took the survey had to be in Generation Y, which consisted of

participants between the ages of 19-36. The participants were allowed to take the survey

anytime they wanted while the survey was open from November 23, 2013 to February 10,

2014 they were also allowed to take the survey wherever they wished. The participants

were allowed to stop at any point during the survey and did not have to finish the survey

if they did not wish to. Also, the participants were allowed to spend as much time as they

wanted on the survey because there was not a time limit.

Definition of Terms

Celebrity Endorser: Anyone who likes public recognition and they use the recognition on

behalf of a consumer good when they appear with it in an advertisement (McCracken,

1989, p. 310).


13

Fashion Magazines: Consist of 40 to 52 pictures to show off designer’s newest fashions

with the pictures being a full page and colored, an endless amount of advertisements, and

showing off people in the fashion world such as designers, photographers, models etc.

(Moeran, 2006).

Generation Y: This generation is comprised of people who were born between the years

of 1977 and 1994 (Engebretson, 2004). There are 76 million people who fall into the

Generation Y category (Kennedy, 2001).


14

CHAPTER II

REVIEW OF LITERATURE

Introduction

This chapter provides information on the topics of celebrity credibility, the

attitude toward the celebrity, the attitude toward the advertisement, the attitude toward

the brand, the match up hypothesis, the process of social influences, purchase intentions

and Generation Y. This chapter also includes the theoretical framework of this study.

Celebrity Credibility

When it comes to celebrity credibility, studies illustrate the majority of the time

consumers view celebrities as credible for information regarding the products they

endorse and the companies they are endorsing (Goldsmith et al., 2000). Celebrity

endorser credibility focuses on three qualities: expertise, trustworthiness, and

attractiveness (DeSarbo & Harshman, 1985; Ohanian, 1990).

Celebrity Expertise

Expertise is considered to be the knowledge, experience, or skills the celebrity

endorser has (Hovland, Janis, & Kelley, 1953). Research has shown it is not as important

to know if the endorser is a true expert but instead if consumers perceive the endorser as

an expert (Hovland et al., 1953; Ohanian, 1990; Erdogan, 1999). The receiver’s view on

the source’s expertise positively influences the source effectiveness (Ohanian, 1990).


15

Consumers’ reactions to a source’s endorsement are very different due to the sources

perceived level of expertise and the consumers’ level of agreement with the endorsement.

Consumers’ who are exposed to a source who is viewed as highly expert agree more with

the source’s recommendation other than source’s who were viewed as having low

expertise (Ohanian, 1990). Therefore, Atkin and Block (1983) stated when comparing a

celebrity and non-celebrity endorser a celebrity endorser will have a greater impact on

responses, be more credible, and create more favorable attitudes. When looking at

purchase intentions Ohanian (1990) concluded from physical attractiveness,

trustworthiness, and expertise, expertise is the characteristic which is associated with the

intent to purchase the product which is being endorsed. However, Speck, Schumann, and

Thompson (1988) concluded celebrities who consumers’ believe to be an expert will

produce a higher recall of the product information, for the product they are endorsing,

than compared to non-expert celebrities but, the difference is not significantly different.

Celebrity Trustworthiness

“Trustworthiness refers to the honesty, integrity, and believability of an endorser

as perceived by the consumer” (Erdogan, Baker, & Tagg, 2001, p. 40). Trust in

communication is considered to be how much confidence and acceptance the listener has

in the speaker of the message (Ohanian, 1990). Celebrities which are liked will also be

trusted, Friedman and Friedman (1979) and Friedman, Santeramo, and Traina (1978),

therefore, advertisers focus on trustworthiness and choose endorsers who are highly


16

viewed as honest, believable and dependable (Shimp, 1997). Friedman et al. (1978)

inferred trustworthiness is a major matter of source credibility and discovered likability

was the biggest characteristic of trust. After their findings authors pushed advertisers, to

use a celebrity which is likeable and trustworthy when using a celebrity to endorse

products. Whenever celebrities are constantly in the media; they are trusted more other

than celebrities who are not constantly in the media Friedman et al. (1978). This shows

when consumers continually see a celebrity exposed in the spotlight they seem to feel a

greater connection with them other than celebrities who are not constantly in the spotlight

(Renton, 2006). Desphande and Stayman (1994) looked at trustworthiness in a different

way and concluded ethnic status affects endorser’s trustworthiness which affects the

attitudes of the brand being endorsed. This happens because individuals want to be able

to trust other individuals which are like them. When marketers are targeting ethnic groups

they need to be aware of the ethnic backgrounds in which they are targeting. An assertive

message coming from a highly trustworthy communicator generates a direct attitude

change, however, communicators who are not viewed as trusted impact proven

insignificance (Miller & Baseheart, 1969). McGinnies & Ward, (1980) stated a

communicator who is observed as trustworthy has been shown to generate a larger

attitude change other than observed expertise.


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Celebrity Physical Attractiveness

Physically attractive people are normally used on television and in print media

because research have proven consumers’ usually will form a positive stereotype about

these people (Ohanian, 1991). Research which has been conducted states attractive

people will have more successes when it comes to changing beliefs than unattractive

people (Kamins, 1990; Till & Busler, 1998; Kahle & Homer, 1985; Ohanian, 1991;

Chaiken, 1979; Baker & Churchill, 1977; Petroshius & Crocker, 1989; Horai, Naccari, &

Fatoullah, 1974). Joseph (1982) conducted a study to look at more than just personality

traits, he researched how much influence an endorsers attractiveness has on opinion

change, product evaluation, and other factors of effectiveness. He discovered using

endorsers, which are considered to be attractive, will generate a larger positive impact on

products they are endorsing other than endorsers who are considered to be less attractive.

Kahle & Homer (1985) conducted a study and concluded the more likeable and attractive

a celebrity the more consumers’ had positive attitudes towards the advertisements and the

product as well as the consumers’ had higher purchase intentions for the product being

advertised. However, Baker and Churchill (1977) found attractiveness increases positive

advertisement evaluations but attractiveness was not effective when it comes to

generating strong purchase intentions. Also, Caballero et al. (1989) concluded endorser’s

attractiveness has no effect on advertising effectiveness.


18

Attitude Toward the Celebrity

Erdogan (1999, p. 299) defined likeability as “affection for the source as a result

of the source’s physical appearance and behaviour”. McCracken (1986, 1989) concluded

celebrities will add value through the process of meaning transfer. The meaning transfer

process states a celebrity creates a certain personality about them, which evolves, from

how they are seen in the media and how they act in society. When a company uses a

celebrity to endorse a product, the company hopes, the meaning a consumer has for the

celebrity, will transfer to the product, brand or company (Erdogan & Baker, 2000). The

process of meaning transfer happens in three parts which are: formation of the celebrity

image, the meaning of transfer from the celebrity to the product, and the meaning of

transfer from the product to the consumer (Erdogan, 1999). When a consumer identifies

themselves with a celebrity identification will happen, when a consumer accepts

influence from a person (Kelman 2006, p.3) they will purchase the product being

endorsed, hoping they will transfer some of the meaning into their lives (McCracken,

1989). Celebrities are hired to endorse products because companies believe consumers

absorb images of celebrities therefore, advertisers want consumers’ to use products which

are linked to celebrities (Fowles, 1996). Fortini-Campbell (1992) states products have

personalities just like people, and people will use products which are similar with the

personality traits they have or personality traits they want to have, which are in

celebrities, friends, or family.


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Attitude Toward the Advertisement

Attitude toward the advertisement is defined as “a predisposition to respond in a

favorable or unfavorable manner to a particular advertising stimulus during a particular

exposure situation” (Mackenzie, Lutz, & Belch, 1986, p. 130-131). The attitude toward

the advertisement has the ability to create affective reactions and evaluations. The

affective reactions consist of the advertisement creating a feeling of happiness and the

evaluations consist of the advertisements credibility (Baker & Lutz, 1988). The attitude

toward the advertisement is both cognitive and emotional (Shimp, 1981). The attitude

toward the advertisement is cognitive because consumers’ will form attitudes by

consciously thinking about specific executional parts of the advertisement such as the

endorser, copy, presentation style, etc (Shimp, 1981). The attitude toward the brand is

emotional because consumers’ form attitudes by consciously thinking about executional

parts of the advertisements this includes the parts which are found within the

advertisement, such as the endorser, color, and text (Shimp, 1981). The attitude toward

the advertisement may happen because the advertisement provokes an emotional

response such as love, joy, longing or sorrow this happens without consciously

processing any executional elements (Shimp, 1981).

Attitude Toward the Brand

Brands are very important to consumers; they let them express who they are,

what they are, and how they want to be perceived by others (Graeff, 1996). Consumers


20

do not buy brands for who they are but rather for what they are (Aaker & Biel, 1993).

When consumers are choosing the brand they want to buy, the feelings and attitudes they

have towards a brand are very important to them when they are deciding which brand to

choose to earn loyalty too (Gardner & Levy, 1955). Comparing brands is one way

consumers’ eliminate brands early on in the decision making process. If two brands seem

to be very similar, sometimes it tends to be difficult for consumers to discern between

them. If consumers want to choose the best brand they might consider other brand-related

information such as, advertisement reactions (Biehal et al., 1992). Consumers enjoy

brands because they have meaning; they allow consumers to make a short cut in their’’

head when it comes time to make a decision (Aaker & Biel, 1993). By choosing a brand

it allows consumers’ to choose what they like and for them to become brand loyal (Aaker

& Biel, 1993). A study by Till & Busler (1998) concluded a consumers’ attitude toward

the brand and their intent to purchase was increasingly higher with celebrities which were

considered attractive, other than celebrities who are considered to be unattractive.

Process of Social Influences

The processes of social influences were identified first by Kelman (1956). The

three processes suggest when a consumer is persuaded there is a potential the consumer

will accept influence from another person or group. The three processes consist of

compliance, identification, and internationalization.


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Compliance

Compliance will occur when a consumer accepts influence from a person or group

because they want a favorable reaction from them (Kelman, 1956). A consumer may be

trying to get certain rewards or avoid certain punishments which influencing agents

control or they could be worried about gaining approval or avoiding disproval from the

influencing agent (Kelman, 1956). An influencing agent could be a celebrity, and a

consumer will comply with the celebrity so they can feel they have the approval of the

purchase they made. By doing what the controlling agent wants the consumer to do, or

doing what the consumer thinks the controlling agent wants, the consumer sees this as

getting a desired response from the controlling agent (Kelman, 1956). During this process

the consumer learns what to do or say and what is expected in certain situations, no

matter what the consumers’ personal beliefs are. Opinions which are selected through this

process should only be used when the consumers’ behavior is noticeable by the

influencing agent (Kelman, 1956).

Identification

Identification occurs when a consumer chooses behaviors from a group or another

person because this behavior is identified with this group or person to be a good self-

defining relationship. (Kelman, 1956; Cohen & Golden, 1972). In this process the

consumer tries to be just like the group or person for example by saying what they say, or

wearing what they wear, they maintain a self-satisfying relationship (Kelman, 1956). The


22

consumer will buy something which they see a celebrity wearing or endorsing because

they want to be like the celebrity. The consumer believes if they buy something a

celebrity wears then they will look like or be like the celebrity. During this process

physical attractiveness is considered to be one of the main factors (Kelman, 1956). Also,

in this process consumers want to identify with the endorser so they take influence from

attractable/ likeable endorsers (Kamins & Gupta, 1994). During identification celebrity

advertisements become effective, especially on products which are high in psychological

or social risk. The effectiveness of celebrity endorsed advertisements is highly associated

with the process of identification through the likeability of the personality. Identification

has a strong connection with internalization by jointly increasing the credibility of the

appeal (Kamins, Brand, Hoeke & Moe, 1989).

Internalization

Internalization happens when a consumer takes influence because the induced

behavior is the same as their value system (Kelman, 1956). The content of the induced

behavior is essentially rewarding, the consumer adopts the behavior because they might

find it useful for a solution to a problem, because the behavior is in agreeance with their

own character, or because it is demanded for their values. Therefore, the main reason a

consumer adopts the behavior is because they view it as ingrained capability to the fullest

of their values (Kelman, 1956). During the process of internalization a consumer may

choose to accept recommendations from an expert, because they might find them to be


23

related to their problems and they correspond with their value system (Kelman, 1956).

Usually when this process happens, the consumer will not completely accept the

recommendations, but instead will modify them to fit their situation (Kelman, 1956).

During this time the consumer will look to the celebrity for expertise, if the consumer

feels the celebrity is knowledgeable enough the consumer will purchase the product they

are endorsing. When using celebrity endorsers for advertising, the celebrity needs to be

able to match the image of the product which is being endorsed, because it makes it

easier for the consumer to internalize (Kamins & Gupta, 1994).

All three of the processes compliance, identification, and internalization are

applicable to the way consumers buy. However, the manner in which the consumer

relates to the product, the advertisement and the celebrity all determine which products

the consumer will purchase. The celebrity may have many roles when they are endorsing

a product such as they can act as an expert, a spokesperson, a promoter, or “just be a

pretty face” (Erdogan et al., 2001). The celebrity will add value to the brand they are

endorsing and they enhance the brand from a competitive standpoint (Till, 1998).

“Match-Up Hypothesis”

The Match-Up hypothesis “generally suggests that the message conveyed

by the image of the celebrity and the image of the product should converge in effective

advertisements and implies a need for congruency between product image and celebrity

image on an attractiveness basis” (Kamins, 1990, p. 5). The element between the match


24

of the celebrity and the brand being endorsed is built upon the amount of perceived “fit”

between the brand being endorsed and the image of the celebrity endorser (Mirsa &

Beatty, 1990). This match–up between the brand and the celebrity endorser is considered

to be one of the main factors of endorsement effectiveness (e.g. Friedman et al., 1978;

Friedman & Friedman 1979; Kahle & Homer, 1985; Kamins 1989, 1990; Kamins &

Gupta, 1994; Erdogan & Baker, 2000; Till & Busler, 2000; Erdogan et al., 2001; Batra &

Homer, 2004). Friedman and Friedman (1979) found if the consumer perceives there to

be a good match-up, the higher level of endorsement effectiveness there will be. When a

company is choosing a celebrity endorser they should look at the product attributes which

are to be ingrained, as well as looking at the broader meanings which are associated with

the endorser (Walker et al., 1992). Till & Busler (2000) concluded the match-up was

effective but only for certain aspects such as brand attitude, but not for other factors such

as purchase intentions. Kahle & Homer (1985) concluded when the physical

attractiveness of a celebrity is in accordance with the product in which they are

advertising the “Match-Up Hypothesis” will anticipate a positive impact on the product

as well as the advertisement evaluations. If there is no accordance with the product they

are advertising then the evaluations will decline. The findings by Kahle & Homer (1985)

can have much truth on products which are beauty enhancing, and are being endorsed by

celebrities. A consumer might think the product being endorsed influences their own

attractiveness (Kamins, 1990).


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Purchase Intentions

Intentions can be made by processing and knowing all brand information which is

there at the moment (Biehal et al., 1992). However, when consumers make choices

sometimes they do not always process and know all the available brand information

therefore, there is not always a close relationship between intentions and choice (Biehal

et al., 1992). Also, sometimes consumers will not make known their intentions about a

brand but they might form attitudes toward a brand without making choices (Biehal et al.,

1992). Woodside & Taylor (1978) concluded products which have a lot of advertising

and the higher quality the product is, the more the product will be purchased. Woodside

& Taylor (1978) also concluded nationally advertised products were considered higher

quality in the eyes of consumers, which makes these products have increased purchase

intentions. Advertising as well as the amount of advertising has the ability to influence

consumers’ perception of quality which affects consumer purchase behavior (Woodside

& Taylor, 1978).

Generation Y

Generation Y is the focus of this study. Generation Y is comprised of people who

were born between the years of 1977 and 1994 (Engebretson, 2004). There are 76 million

people who fall into the Generation Y category (Kennedy, 2001). Research has proven

Generation Y does not react well to traditional advertising. Generation Y tends to distrust

traditional advertising because they see advertising everywhere through media, which is


26

not common of most generations at their age. Generation Y tends to believe marketers

have unfavorable intentions and their only intentions are to trick consumers into buying

products (Wolburg & Pokrywczynski, 2001). Marketers have problems on deciding

which mediums to use to reach Generation Y because they have access to the internet,

television, cell phones video games, and PDAs (Morton, 2002). Even though Generation

Y is numb to celebrity images, there is proof using celebrity spokespersons and athletes

will have a lot of impact on Generation Y, along with journalist and early adopters

(Morton, 2002).

Theoretical Framework

The Theory of Planned Behavior is an expansion of the Theory of Reasoned

Action (Ajzen, 1985, 1991). The Theory of Planned Behavior looks at attitude toward a

behavior, subjective norm and perceived behavioral control as three independent factors

of behavioral intent (Han, Hsu & Sheu, 2009).


27

Figure 1: Theory of Planned Behavior (Ajzen, 1985, 1991)

Behavioral Attitude

Attitude is the first factor of behavioral intention and is described as “The degree

to which a person has a favorable or unfavorable evaluation or appraisal of the behavior

in a question” (Ajzen, 1991, p. 188). The attitude toward a behavior functions as a

behavioral belief which recognizes consequences of the behavior and the person’s

assessment of the significance of the consequences (Eagry & Chailen, 1993). Behavioral

beliefs are a person’s subjective probability, in that partaking in certain behavior, will

have certain consequences (Ajzen & Fishbein, 1980). When deciding to partake in a

certain behavior, a person will think about the risk from partaking in the behavior


28

(Cheng, Lam, & Ham, 2006). When a person has a positive attitude toward a certain

behavior it strengthens their purpose to act in the behavior (Ajzen, 1991).

Subjective Norm

Subjective norm is “the perceived social pressure to perform or not to perform the

behavior” (Ajzen, 1991, p. 188). Subjective norm functions as a person’s normative

belief about what behavior beliefs they think they should or should not do, and their

motivation to comply with the beliefs (Ajzen & Fishbein, 1980). Normative beliefs are

“perceptions of significant others’ preferences about whether one should engage in a

behavior” (Eagry & Chailen, 1993, p. 171).

Perceived Behavioral Control

Perceived Behavioral Control is “The perceived ease or difficulty of performing

the behavior” (Ajzen, 1999, p.122). Therefore, it is the perception of how well a person

can control factors which may ease/hold down the actions to deal with certain situations

(Han, Hsu & Sheu, 2009). This is considered to be the control beliefs, which is

someone’s knowledge of the presence/ absence of resources/ opportunities which are

needed to perform certain behavior, and their judgment of the importance of the

resources/ opportunities for the success of outcomes (Ajzen & Madden, 1986; Chang,

1998).


29

Summary

This chapter gave information about celebrity credibility, the consumers’ attitude

toward the celebrity, the consumers’ attitude toward the advertisement, the consumers’

attitude toward the brand, the “match-up hypothesis”, the process of social influences,

consumers’ purchase intentions and Generation Y. This chapter also included the

theoretical framework for the study, the Theory of Planned Behavior.


30

CHAPTER III

METHODS AND PROCEDURES

Introduction

This chapter includes sections on research questions, method, demographics,

research design, data collection, and data analysis.

Using celebrities to endorse products in fashion magazine advertisements is a

very popular way of marketing. Limited research has been conducted to see if celebrity

endorsed advertisements in fashion magazines affect purchase intentions of Generation Y

by looking at celebrity credibility, purchase intentions and consumer’s attitude toward the

celebrity, attitude toward the advertisement and attitude toward the brand. This study will

be helpful for companies who use celebrities to endorse products in fashion magazine

advertisements. For this study three fashion magazines, Elle, Vogue, and Glamor were

used to analyze the celebrity endorsed advertisements. These three magazines were

chosen because they are three of the more well-known fashion magazines.

Hypothesis




celebrity endorser?


31


















32






regarding the purchase of beverages based on the celebrity endorser.


celebrity endorser?











33















celebrity endorser?




34

















35





regarding the purchase of apparel based on the celebrity endorser.


celebrity endorser?












36









fashion and beauty, of the endorser.





celebrity endorser?

Hypothesis 10: There was a significant difference of customers’ opinions of cosmetics



37













endorser?





38




Method

This study was conducted to see if celebrity endorsers in fashion magazines affect

purchase intentions of Generation Y. For this research study a survey was created on

Qualtrics. The survey included demographic questions, questions about purchase

intentions, and questions about consumers’ towards the celebrity, brand and

advertisement. Also, there were pictures of celebrity endorsed advertisement which were

taken out of the fashion magazines. The pictures which were used in the survey had

questions along with them which focused on celebrity credibility by using the Source

Credibility Scale by Ohanian (1990).

Source-Credibility Scale

Attractiveness Attractive-Unattractive Classy-Not Classy Beautiful-Ugly Elegant-Plain Sexy-Not sexy Trustworthiness Dependable-Undependable Honest-Dishonest Reliable-Unreliable Sincere-Insincere Trustworthy-Untrustworthy


39

Expertise Expert-Not an expert Experienced-Inexperienced Knowledgeable-Unknowledgeable Qualified-Unqualified Skilled-Unskilled

The questions about celebrity credibility were asked on a Likert scale. The survey

was emailed to friends and family and posted on Facebook and Reddit from November

23, 2013 through February 10, 2014. This research only focused on Generation Y,

meaning anyone between the ages of 19 and 36 were allowed to participate in the survey.

Once the survey was emailed and posted on Facebook and Reddit it was shared and sent

to others to take the survey as well. The participants were allowed to take the survey at

any time they wished and they were allowed to take the survey anywhere they wished.

There was no time limit on the survey so the participants were allowed to spend as much

time as they wanted on the survey. If the participants wanted to stop taking the survey

they were allowed to exit out of the survey at any time.

Demographics

This research study only focused on Generation Y. For the purpose of this study

this means anyone who was born between 1977-1994 meaning the participants were

anywhere between the ages of 19-36. There were no restrictions within Generation Y,

therefore anyone who fell into this category could participate in the study. Table 1

describes the demographics of the participants who participated in the survey.


40

Table 1. Demographic Characteristics of the Respondents (N=263)

Characteristics Frequency/Percentage

Number of Respondents 317 Valid (usable) Sample Size 263 Gender Total Percentage (%)

Female Male

209 54

79.5 20.5

Missing 0 0

Age 18-21 114 43.3

Ethnicity

22-25 26-29 30-33 34-36 Missing

113 26 8 2 0

43.0 9.9 3.0 .8

0

African American 11 4.2 Asian 5 1.9Caucasian 199 76.0Hispanic 38 14.4Other 9 3.4Missing 1 .4

Money Spent on Clothing a Month

$0-$50 71 27.2 $51-$100 91 34.9$101-$150 45 17.2$151-$200 24 9.2$201-$250 11 4.2$251-$300 10 3.8More than $301 9 3.4 Missing 2 .8


41

Most participants, 55 percent, said they buy products which celebrities endorse in

fashion magazine advertisements less than one a month. 33.2 percent of the participants

said they never buy products celebrities endorse in fashion magazines. Only 11.8 percent

of the participants said they purchase items celebrities endorse in fashion magazines, at

least once a month or more.

Table 2: Consumers’ Purchasing Behavior of Products

How often do you buy things you see a celebrity endorse in a fashion magazine?

Frequency Percent Valid Percent

Cumulative Percent

Valid

Never 87 33.1 33.2 33.2

Less than Once a Month

144 54.8 55.0 88.2

Once a Month 20 7.6 7.6 95.8

2-3 Times a Month 9 3.4 3.4 99.2

Daily 2 .8 .8 100.0

Total 262 99.6 100.0

Missing System 1 .4

Total 263 100.0

When looking at how often the participants buy products similar to what they see

celebrities endorse in fashion magazine advertisements, 46.4 percent of the consumers

said less than once a month. 25.1 percent of the participants said they never buy products


42

similar to what they see celebrities endorse in fashion magazine advertisements. Only

28.5 percent of the participants said they buy products similar to the products celebrities

endorse in fashion magazine advertisements at least once a month or more.

Table 3: Consumer’s Purchasing Behavior of Similar Products

How often do you buy things similar to what a celebrity endorses in a fashion magazine?


Cumulative Percent

Valid

Never 66 25.1 25.1 25.1

Less than Once a Month

122 46.4 46.4 71.5

Once a Month 50 19.0 19.0 90.5

2-3 Times a Month 23 8.7 8.7 99.2

2-3 Times a Week 1 .4 .4 99.6

Daily 1 .4 .4 100.0

Total 263 100.0 100.0

When looking at the participant’s purchase intentions of products celebrities

endorse in fashion magazines, 80.7 percent of them, said they buy the products because

they like the brand. Only 5.3 percent of the participants said they did not buy the products

which were endorsed by celebrities in fashion magazines because of the brand.


43

Table 4: Consumers’ Purchase Intentions of Brands

Please only choose one answer for each question: I buy the clothes celebrities endorse in fashion magazines...-I like the BRAND.


Cumulative Percent

Valid

Strongly Agree 71 27.0 29.1 29.1

Agree 126 47.9 51.6 80.7

Neither Agree nor Disagree

34 12.9 13.9 94.7

Disagree 5 1.9 2.0 96.7

Strongly Disagree 8 3.0 3.3 100.0

Total 244 92.8 100.0

Missing System 19 7.2

Total 263 100.0

When looking at consumers’ purchase intentions, 31.4 percent, of participants

said they buy products they see celebrities endorse in fashion magazines because they

like the celebrity endorsing the product. Whereas, 31.4 percent of participants said they

do not buy products celebrities endorse in fashion magazines, just because of the

celebrity.


44

Table 5: Purchase Intentions of Celebrities

Please only choose one answer for each question: I buy the clothes celebrities endorse in fashion magazine because...-I like the CELEBRITY.


Cumulative Percent

Valid


Agree 62 23.6 25.3 31.4


91 34.6 37.1 68.6

Disagree 50 19.0 20.4 89.0


Total 245 93.2 100.0


Total 263 100.0

This information shows by looking at consumers’ purchase intentions of products

celebrities endorse in fashion magazines 37.9 percent of the participants said they buy

these products because they like the advertisement. On the other hand 25.7 percent of the

participants said the advertisement in not a reason why they buy products which are

endorsed by celebrities in fashion magazines.


45

Table 6: Consumers’ Purchase Intentions of Advertisements

Please only choose one answer for each question: I buy the clothes celebrities endorse in fashion magazines...-I like the ADVERTISEMENT.


Cumulative Percent

Valid


Agree 87 33.1 35.5 38.0


89 33.8 36.3 74.3

Disagree 39 14.8 15.9 90.2


Total 245 93.2 100.0


Total 263 100.0

Research Design

This research was conducted by using three different fashion magazines Vogue,

InStyle, and Elle. These magazines were chosen because they are three of the better

known fashion magazines. The September and October 2013 issues were the issues

which were used. However, the October issue of Vogue was not used because it was

already evident from the previous magazines, the magazines had very similar

advertisements and many of the same advertisements.


46

After all of the magazines had been examined and all of the celebrity endorsed

advertisements were removed from the magazines the advertisements were put into

categories, there were a total of five different categories and within the categories there

were three different advertisements. The five different categories consisted of hair

products, beverages, perfume, apparel and cosmetics. These were the different categories

of celebrity endorsed advertisements which were found within the magazines. After the

advertisements were placed into categories a panel of experts were shown each

advertisement and were asked to identify who they thought the celebrity was in the

advertisement. If the celebrity in the advertisement was unidentifiable to the panel of

experts then the celebrity advertisement was taken out and was not used for this study.

Also, advertisements which had celebrities wearing sunglasses were removed since they

covered up the celebrities face. After all the unidentifiable advertisements were removed

the categories were then reviewed.

For this research three celebrity advertisements were chosen for each of the five

categories. The celebrity endorsed advertisements which were chosen, were based off of

the product and the brand. Therefore, brands which had multiple celebrity endorsed

advertisements only ended up with one advertisement for the brand. If the brand had

several celebrities advertising the brand the celebrity which was most well-known to the

panel of experts was the celebrity which was chosen. For this research in the hair

products category the celebrity advertisements which were used were Beyoncé for

L’Oreal Paris, Deschanel for Pantene Pro V and, Tina Fey for Garnier. Hair products


47

celebrity endorsed advertisements which were not used for this research were Jennifer

Lopez for L’Oreal Paris and Lea Michele for L’Oreal Paris. In the beverages group the

celebrity endorsed advertisements which were used were Taylor Swift for Diet Coke,

Jennifer Aniston for Smart Water and, Sofia Vergara for Pepsi. These were the only

beverage celebrity endorsed advertisements in the magazines. For the celebrity endorsed

advertisements which were used for the perfume category were Charlize Theron for Dior,

Julia Roberts for Lancôme, and Blake Lively for Gucci. These were the only celebrity

endorsed advertisements for the perfume category. Next was the apparel category the

celebrity endorsed advertisements which were used were Kate Hudson for Ann Taylor,

Jennifer Garner for MaxMara and Nicole Kidman for Jimmy Choo. The celebrity

endorsed advertisements which were not used were Kate Moss for Stuart Weitzman, and

Ashlee Simpson for Jessica Simpson. For the cosmetics category the celebrity endorsed

advertisements which were used were for this research were Emma Stone for Revlon,

Natalie Portman for Christian Dior, and Diane Kruger for Chanel. The cosmetic celebrity

endorsed advertisements were chosen by looking at a chart online and picking the top

selling cosmetic companies. The celebrity endorsed advertisements which were not used

were Olivia Wilde for Revlon, PINK for CoverGirl, Sofia Vergara for CoverGirl,

Beyoncé for L’Oreal Paris, and Scarlett Johansson for Dolce & Gabbana.


48

Data Collection

A survey was created on Qualtrics and was then sent out to family and friends via

email. The survey was also posted on Facebook, where people were allowed to share the

survey link to others. Also, the survey was posted on Reddit, a website which allows

people to participate in surveys which have been uploaded to the website. The

participants, who took the survey had to be in Generation Y, which consisted of

participants between the ages of 19-36. The participants were allowed to take the survey

anytime they wanted while the survey was open from November 23, 2013 to February 10,

2014 they were also allowed to take the survey wherever they wished. The participants

were allowed to stop at any point during the survey and did not have to finish the survey

if they did not wish to. Also, the participants were allowed to spend as much time as they

wanted on the survey because there was not a time limit.

Data Analysis

After the survey was closed the data was analyzed in SPSS. The data which was

focused on celebrity, if the participants would buy products endorsed by the celebrity and

if they believe the celebrity uses the product they endorse were put into an Excel file. The

Excel file was broken into five different categories which consisted of hair products,

beverages, perfume, apparel, and cosmetics. The data were reviewed for each category

and participants which did not answer all the questions or answered for more than one

celebrity were removed from the data. After the data of the five groups were analyzed it


49

was transferred to SPSS. After the data was put into SPSS a one way ANOVA was

conducted as well as a Post Host Tukey test and a Homogeneity of Variance test. These

tests were conducted to answer the hypothesis and research questions which are discussed

in detail in chapter four.

Summary

This chapter discussed the research hypothesis along with the research method,

which included demographic information about the participants who participated in the

study. Next the research study was discussed into detail of the research design, steps of

the data collection, and steps on how the data was analyzed in the data analysis.


50

CHAPTER IV

ANALYSIS AND FINDINGS

Introduction

This study sought to see if celebrity endorsed advertisements in fashion

magazines influence purchase intentions of Generation Y. The theoretical framework for

this study was the Theory of Planned Behavior which is an expansion of the Theory of

Reasoned Action (Ajzen, 1985, 1991). After this study was conducted a new framework

was developed.

Research Design

For this study a survey was created on Qualtrics. The survey was sent to friends

and family via email. The survey was also posted on Facebook as well as Reddit. The

survey was open from November 23, 2013 to February 10, 2014. During this time

participants participated in completing the survey. When the survey was closed the

results of the survey were analyzed through SPSS.

Analysis

After the survey was closed there was 319 total participants who participated in

taking to survey. However, some of those participants had to be removed because they

did not complete the whole survey or they did not fall within the Generation Y category.

Therefore, there ended up being a total of 263 participants which were analyzed.


51

Hypothesis Testing




celebrity endorser?

An ANOVA was performed comparing buying intention of hair products based on the

celebrity endorser.

There was a significant difference, p<.000. The Tukey HSD was performed as a post hoc

test. There was significant difference when comparing the assumed buying intention of

Zooey Deschanel and Beyoncé Knowles p<.000 and, Tina Fey and Beyoncé Knowles

p<.000. There was no significant difference between Zooey Deschanel and Tina Fey.

Therefore, consumers’ are less likely to buy products which are endorsed by Beyoncé

Knowles. Consumers’ are more likely to buy products with are endorsed by Tina Fey.


based on the celebrity endorser. The results are presented in tables 2 and 3.



An ANOVA was performed comparing assumed use by the endorser of hair products

based on celebrity endorser.


52


test. There was significant difference when comparing the assumed use of products of

Zooey Deschanel and Beyoncé Knowles p<.005 and, Tina Fey and Beyoncé Knowles

p<.000. There was no significant difference between Tina Fey and Zooey Deschanel.

Therefore, consumers are less likely to believe Beyoncé Knowles uses the products

which she endorses. Consumers are more likely to believe Zooey Deschanel uses the

products she endorses.


An ANOVA was performed comparing perceived attractiveness of the endorser.


test. There was significant difference when comparing the attractiveness of Zooey

Deschanel and Beyoncé Knowles p<.000, Zooey Deschanel and Tina Fey p<.019 and,

Tina Fey and Beyoncé Knowles p<.000.


An ANOVA was performed comparing perceived classiness of the endorser.


test. There was significant difference when comparing the classiness of Beyoncé

Knowles and Tina Fey p<.000 and, Zooey Deschanel and Tina Fey p<.001. There was no


53

significant difference between Beyoncé Knowles and Zooey Deschanel. Therefore, the

participants found Zooey Deschanel to be the classiest endorser.


An ANOVA was performed comparing perceived beauty of the endorser.

There was no significant difference when comparing the beauty of Beyoncé Knowles,

Zooey Deschanel, and Tina Fey.


An ANOVA was performed comparing perceived elegance of the endorser.


test. There was significant difference when comparing the elegance of Beyoncé Knowles

and Zooey Deschanel p <.001, Zooey Deschanel and Tina Fey p<.027 and, Beyoncé

Knowles and Tina Fey p<.000.


An ANOVA was performed comparing perceived sexiness of the endorser.


test. There was significant difference when comparing the sexiness of Beyoncé Knowles

and Zooey Deschanel p<.000 and, Beyoncé Knowles and Tina Fey p<.000. There was no


54

significant difference between Zooey Deschanel and Tina Fey. Therefore, respondents

found Beyoncé Knowles to be the sexiest endorser.


An ANOVA was performed comparing perceived dependability of the endorser.


test. There was significant difference when comparing the dependability of Beyoncé

Knowles and Zooey Deschanel p<.000 and, Beyoncé Knowles and Tina Fey p<.000.

There was no significant difference between Zooey Deschanel and Tina Fey. Therefore,

respondents found Beyoncé Knowles to be the most dependable endorser.


An ANOVA was performed comparing perceived honesty of the endorser.

There was no significant difference when comparing the honesty of Beyoncé Knowles,



An ANOVA was performed comparing perceived reliability of the endorser.

There was no significant difference when comparing the reliability of Beyoncé Knowles,



55


An ANOVA was performed comparing perceived sincerity of the endorser.

There was no significant difference when comparing the sincerity of Beyoncé Knowles,



An ANOVA was performed comparing perceived trustworthiness of the endorser.


test. There was significant difference when comparing the trustworthiness of Beyoncé

Knowles and Tina Fey p<.025. There was no significant difference between Beyoncé

Knowles and Zooey Deschanel and Zooey Deschanel and Tina Fey. Therefore,

respondents found Beyoncé Knowles to be the most trustworthy endorser.


An ANOVA was performed comparing perceived expertise of the endorser.


test. There was significant difference when comparing the expertise of Beyoncé Knowles

and Zooey Deschanel p<.000 and, Beyoncé Knowles and Tina Fey p<.000. There was no

significant difference between Zooey Deschanel and Tina Fey. Therefore, respondents

found Beyoncé Knowles to be the endorser with the most expertise.


56


An ANOVA was performed comparing perceived experience of the endorser.

There was no significant difference when comparing the experience of Beyoncé

Knowles, Zooey Deschanel, and Tina Fey.


An ANOVA was performed comparing perceived knowledge of the endorser.

There was no significant difference when comparing the knowledge of Beyoncé

Knowles, Zooey Deschanel, and Tina Fey.



An ANOVA was performed comparing perceived qualifications, regarding fashion and

beauty, of the endorser.


test. There was significant difference when comparing the qualification, regarding

fashion and beauty, of Beyoncé Knowles and Tina Fey p<.006. There was no significant

difference between Beyoncé Knowles and Zooey Deschanel and Zooey Deschanel and

Tina Fey. Therefore, respondents found Beyoncé Knowles to be the endorser which is

most qualified.


57


An ANOVA was performed comparing perceived skills of the endorser.


test. There was significant difference when comparing the skills of Beyoncé Knowles and

Tina Fey p<.027. There was no significant difference between Beyoncé Knowles and

Zooey Deschanel and Zooey Deschanel and Tina Fey. Therefore, respondents found

Beyoncé Knowles to be the endorser which is most skilled.

Table 7: One-Way ANOVA of Hair Products ANOVA

Sum of Squares

df Mean Square

F Sig.

Buy

Between Groups

58.445 2 29.223 168.412 .000

Within Groups 35.224 203 .174 Total 93.670 205

Uses

Between Groups

8.058 2 4.029 10.927 .000


Attract

Between Groups

119.239 2 59.619 151.709 .000


Classy

Between Groups

14.784 2 7.392 13.918 .000



58

Table 7: One-Way ANOVA of Hair Products (continued) ANOVA

Sum of Squares df Mean Square

F Sig.

Beaut

Between Groups

2.326 2 1.163 1.863 .158

Within Groups 126.703 203 .624

Total 129.029 205

Elegant

Between Groups

21.683 2 10.842 19.414 .000


Total 135.049 205

Sexy

Between Groups

26.676 2 13.338 19.575 .000


Total 164.312 204

Depend

Between Groups

27.107 2 13.554 23.935 .000


Total 142.058 205

Honest

Between Groups

1.887 2 .944 1.504 .225


Total 129.228 205

Reliabl

Between Groups

1.896 2 .948 1.516 .222


Total 128.854 205

Sincere

Between Groups

1.551 2 .775 1.161 .315


Total 136.439 204

Trust

Between Groups

4.301 2 2.150 3.458 .033


Total 130.524 205


59

Table 7: One-Way ANOVA of Hair Products (continued) ANOVA

Expert

Between Groups

66.086 2 33.043 45.909 .000


Exper

Between Groups

1.193 2 .596 .650 .523


Knowl

Between Groups

1.590 2 .795 .844 .431


Qualif

Between Groups

10.270 2 5.135 4.997 .008

Within Groups 208.589 203 1.028 Total 218.859 205

Skill

Between Groups

6.240 2 3.120 3.379 .036


Table 8: Tukey HSD for Hair Products Dependent Variable

(I) Celebrity

(J) Celebrity

Mean Difference (I-

J)

Std. Error Sig.

Buy

Beyoncé Zooey -1.088* .070 .000Tina -1.138* .071 .000

Zooey Beyoncé 1.088* .070 .000Tina -.050 .072 .767

Tina Beyoncé 1.138* .071 .000Zooey .050 .072 .767


60

Table 8: Tukey HSD for Hair Products (continued) Dependent Variable

(I) Celebrity

(J) Celebrity

Mean Difference (I-

J)

Std. Error Sig.

Uses

Beyoncé Zooey -.323* .102 .005Tina -.470* .104 .000

Zooey Beyoncé .323* .102 .005Tina -.147 .105 .346

Tina Beyoncé .470* .104 .000Zooey .147 .105 .346

Attract

Beyoncé Zooey -1.716* .106 .000Tina -1.420* .107 .000

Zooey Beyoncé 1.716* .106 .000Tina .296* .109 .019

Tina Beyoncé 1.420* .107 .000Zooey -.296* .109 .019

Classy

Beyoncé Zooey .157 .123 .409Tina .635* .124 .000

Zooey Beyoncé -.157 .123 .409Tina .478* .126 .001

Tina Beyoncé -.635* .124 .000Zooey -.478* .126 .001

Beaut

Beyoncé Zooey -.115 .133 .664Tina .149 .135 .512

Zooey Beyoncé .115 .133 .664Tina .264 .137 .134

Tina Beyoncé -.149 .135 .512Zooey -.264 .137 .134

Elegant

Beyoncé Zooey .451* .126 .001Tina .789* .127 .000

Zooey Beyoncé -.451* .126 .001Tina .338* .130 .027

Tina Beyoncé -.789* .127 .000Zooey -.338* .130 .027


61


(I) Celebrity

(J) Celebrity

Mean Difference (I-

J)

Std. Error Sig.

Sexy


Zooey Beyoncé -.696* .140 .000Tina .107 .144 .739

Tina Beyoncé -.802* .141 .000Zooey -.107 .144 .739

Depend


Zooey Beyoncé -.590* .127 .000Tina .272 .131 .096


Honest




Reliabl




Sincere





62


(I) Celebrity

(J) Celebrity

Mean Difference (I-

J)

Std. Error Sig.

Trust


Zooey Beyoncé -.171 .133 .405Tina .183 .137 .377


Expert

Beyoncé Zooey 1.043* .143 .000Tina 1.293* .145 .000

Zooey Beyoncé -1.043* .143 .000Tina .250 .147 .207

Tina Beyoncé -1.293* .145 .000Zooey -.250 .147 .207

Exper




Knowl

Beyoncé Zooey .148 .164 .639Tina .207 .165 .424



Qualif





63


(I) Celebrity

(J) Celebrity

Mean Difference (I-

J)

Std. Error Sig.

Skill




*. The mean difference is significant at the 0.05 level.


regarding the purchase of beverages based on the celebrity endorser. The results are

presented in tables 4 and 5.


celebrity endorser?

An ANOVA was performed comparing buying intention of beverages based on celebrity

endorser.



Jennifer Aniston and Taylor Swift p<.000 and, Sophia Vergara and Taylor Swift p<.000.

There was no significant difference between Jennifer Aniston and Sophia Vergara.

Therefore, consumers are less likely to buy products which are endorsed by Taylor Swift.

Consumers are more likely to purchase products which are endorsed by Sophia Vergara.


64





An ANOVA was performed comparing assumed use by the endorser of beverages based

on celebrity endorser.



Taylor Swift and Jennifer Aniston p<.000 and, Sophia Vergara and Jennifer Aniston

p<.002. There was no significant difference between Taylor Swift and Sophia Vergara.

Therefore, consumers are less likely to believe Jennifer Aniston uses the products which

she endorses. Consumers are more likely to believe Sophia Vergara uses the products she

endorses.




test. There was significant difference when comparing the attractiveness of Jennifer

Aniston and Taylor Swift p<.000 and, Sophia Vergara and Taylor Swift p<.000. There


65

was no significant difference between Sophia Vergara and Jennifer Aniston. Therefore,

respondents found Sophia Vergara to be the most attractive endorser.




test. There was significant difference when comparing the classiness of Jennifer Aniston

and Sophia Vergara p<.009. There was no significant difference between Taylor Swift

and Sophia Vergara and Jennifer Aniston and Taylor Swift. Therefore, respondents found

Jennifer Aniston to be the classiest endorser.




test. There was significant difference when comparing the beauty of Jennifer Aniston and

Taylor Swift p<.001 and, Sophia Vergara and Taylor Swift p<.007. There was no

significant difference between Jennifer Aniston and Sophia Vergara. Therefore,

respondents found Sophia Vergara to be the most beautiful endorser.




66

There was no significant difference when comparing the elegance of Taylor Swift,

Jennifer Aniston, and Sophia Vergara.




test. There was significant difference when comparing the sexiness of Jennifer Aniston

and Taylor Swift p<.014 and, Sophia Vergara and Taylor Swift p<.012. There was not a

significant difference between Sophia Vergara and Jennifer Aniston. Therefore,

respondents found Jennifer Aniston to be the sexiest endorser.




test. There was no significant difference when comparing the dependability of Taylor

Swift, Jennifer Aniston, and Sophia Vergara.



There was no significant difference when comparing the honesty of Taylor Swift,



67




test. There was significant difference when comparing the reliability of Jennifer Aniston

and Sophia Vergara p<.033. There was not a significant difference between Taylor Swift

and Sophia Vergara and Jennifer Aniston and Taylor Swift. Therefore, respondents found

Sophia Vergara to be the most reliable endorser.




test. There was no significant difference when comparing the sincerity of Taylor Swift,




There was no significant difference when comparing the trustworthiness of Taylor Swift,




68



test. There was significant difference when comparing the expertise of Taylor Swift and

Sophia Vergara p<.012. There was not a significant difference between Taylor Swift and

Jennifer Aniston and Jennifer Aniston and Sophia Vergara. Therefore, respondents found

Taylor Swift to be the most endorser with the most expertise.




test. There was significant difference when comparing the experience of Jennifer Aniston

and Taylor Swift p<.001. There was not a significant difference between Jennifer Aniston

and Sophia Vergara and Sophia Vergara and Taylor Swift. Therefore, respondents found

Jennifer Aniston to be the most endorser with the most experience.



There was no significant difference when comparing the knowledge of Taylor Swift,



69





There was no significant difference when comparing the qualifications, regarding fashion

and beauty, of Taylor Swift, Jennifer Aniston, and Sophia Vergara.



There was no significant difference when comparing the skills of Taylor Swift, Jennifer

Aniston, and Sophia Vergara.

Table 9: One-Way ANOVA for Beverages ANOVA

Sum of Squares

df Mean Square

F Sig.

Buy

Between Groups

19.064 2 9.532 31.080 .000


Uses

Between Groups

9.775 2 4.887 13.105 .000



70

Table 9: One-Way ANOVA for Beverages (continued)

ANOVA

Attract

Between Groups

233.598 2 116.799 237.215 .000


Total 337.981 214

Classy

Between Groups

5.429 2 2.714 4.768 .009


Total 126.121 214

Beaut

Between Groups

6.623 2 3.311 6.769 .001


Total 110.326 214

Elegant

Between Groups

.691 2 .346 .599 .550


Total 122.949 214

Sexy

Between Groups

5.828 2 2.914 4.824 .009


Total 133.888 214

Depend

Between Groups

5.094 2 2.547 3.329 .038


Total 167.284 214

Honest

Between Groups

3.715 2 1.857 2.542 .081


Total 158.633 214

Reliabl

Between Groups

4.759 2 2.379 3.172 .044


Total 163.795 214


71

Table 9: One-Way ANOVA for Beverages (continued) ANOVA

Sincere

Between Groups

5.192 2 2.596 3.511 .032


Trust

Between Groups

3.572 2 1.786 2.184 .115


Expert

Between Groups

7.769 2 3.884 4.254 .015


Exper

Between Groups

13.029 2 6.514 7.484 .001


Knowl

Between Groups

3.882 2 1.941 2.266 .106


Qualif

Between Groups

1.857 2 .929 1.016 .364


Skill

Between Groups

3.888 2 1.944 1.994 .139



72

Table 10: Tukey HSD of Beverages Dependent Variable

(I) Celebrity

(J) Celebrity

Mean Difference (I-

J)

Std. Error Sig.

Buy

Taylor Jennifer -.793* .105 .000Sophia -.807* .118 .000

Jennifer Taylor .793* .105 .000Sophia -.014 .089 .987

Sophia Taylor .807* .118 .000Jennifer .014 .089 .987

Uses

Taylor Jennifer .529* .116 .000Sophia .190 .130 .311

Jennifer Taylor -.529* .116 .000Sophia -.339* .098 .002

Sophia Taylor -.190 .130 .311Jennifer .339* .098 .002

Attract

Taylor Jennifer -2.780* .133 .000Sophia -2.816* .149 .000

Jennifer Taylor 2.780* .133 .000Sophia -.036 .112 .943

Sophia Taylor 2.816* .149 .000Jennifer .036 .112 .943

Classy

Taylor Jennifer -.224 .143 .263Sophia .136 .160 .673

Jennifer Taylor .224 .143 .263Sophia .360* .121 .009

Sophia Taylor -.136 .160 .673Jennifer -.360* .121 .009


73

Table 10: Tukey HSD of Beverages (continued) Dependent Variable

(I) Celebrity

(J) Celebrity

Mean Difference (I-

J)

Std. Error Sig.

Beaut


Jennifer Taylor .476* .133 .001Sophia .021 .112 .980

Sophia Taylor .455* .148 .007Jennifer -.021 .112 .980

Elegant


Jennifer Taylor .097 .144 .779Sophia .123 .121 .569

Sophia Taylor -.026 .161 .986Jennifer -.123 .121 .569

Sexy


Jennifer Taylor .416* .148 .014Sophia -.060 .124 .880

Sophia Taylor .476* .165 .012Jennifer .060 .124 .880

Depend




Honest

Taylor Jennifer -.303 .162 .150Sophia -.068 .181 .925


Sophia Taylor .068 .181 .925Jennifer -.235 .137 .199


74


(I) Celebrity

(J) Celebrity

Mean Difference (I-

J)

Std. Error Sig.

Reliabl


Jennifer Taylor .112 .164 .775Sophia .348* .138 .033

Sophia Taylor -.237 .184 .404Jennifer -.348* .138 .033

Sincere




Trust




Expert

Taylor Jennifer .317 .181 .191Sophia .587* .203 .012

Jennifer Taylor -.317 .181 .191Sophia .271 .153 .181

Sophia Taylor -.587* .203 .012Jennifer -.271 .153 .181

Exper

Taylor Jennifer -.642* .177 .001Sophia -.300 .198 .286

Jennifer Taylor .642* .177 .001Sophia .342 .149 .059



75


(I) Celebrity

(J) Celebrity

Mean Difference (I-

J)

Std. Error Sig.

Knowl




Qualif




Skill








celebrity endorser?

An ANOVA was performed comparing buying intention of perfume based on celebrity

endorser.


76



Julia Roberts and Charlize Theron p<.000, Julia Roberts and Blake Lively p<.023 and,

Blake Lively and Charlize Theron p<.000.





An ANOVA was performed comparing assumed use by the endorser of perfume based

the on celebrity endorser.



Julia Roberts and Blake Lively p<.023. There was no significant difference between

Charlize Theron and Blake Lively and Julia Roberts and Charlize Theron. Therefore,

consumers are less likely to believe Blake Lively uses the products which she endorses.

Consumers are more likely to believe Julia Roberts uses the products she endorses.




77


test. There was significant difference when comparing the attractiveness of Julia Roberts

and Charlize Theron p<.000 and, Blake Lively and Charlize Theron p<.000 .There was

no significant difference between Blake Lively and Julia Roberts. Therefore, respondents

found Julia Roberts to be the most attractive endorser.



There was no significant difference when comparing the classiness of Charlize Theron,

Julia Roberts, and Blake Lively.



There was no significant difference when comparing the beauty of Charlize Theron, Julia

Roberts, and Blake Lively.



There was no significant difference when comparing the elegance of Charlize Theron,



78




test. There was significant difference when comparing the sexiness of Blake Lively and

Julia Roberts p<.008. There was no significant difference between Charlize Theron and

Julia Roberts and, Blake Lively and Charlize Theron. Therefore, respondents found Blake

Lively to be the sexiest endorser.




test. There was significant difference when comparing the dependability of Charlize

Theron and Julia Roberts p<.003 and, Charlize Theron and Blake Lively p<.002. There

was no significant difference between Blake Lively and Julia Roberts. Therefore,

respondents found Charlize Theron to be the most dependable endorser.



There was no significant difference when comparing the honesty of Charlize Theron,



79



There was no significant difference when comparing the reliability of Charlize Theron,




There was no significant difference when comparing the sincerity of Charlize Theron,




There was no significant difference when comparing the trustworthiness of Charlize

Theron, Julia Roberts, and Blake Lively.




test. There was significant difference when comparing the expertise of Charlize Theron

and Julia Roberts p<.031 and, Blake Lively and Julia Roberts p<.028. There was no


80

significant difference between Charlize Theron and Blake Lively. Therefore, respondents

found Charlize Theron to be the endorser with the most expertise.




test. There was significant difference when comparing the experience of Blake Lively

and Charlize Theron p<.029. There was no significant difference between Julia Roberts

and Charlize Theron and Blake Lively and Julia Roberts. Therefore, respondents found

Blake Lively to be the most experienced endorser.




test. There was significant difference when comparing the knowledge of Blake Lively

and Julia Roberts p<.001. There was no significant difference between Charlize Theron

and Julia Roberts and Blake Lively and Charlize Theron. Therefore, respondents found

Blake Lively to be the most knowledgeable endorser.




81




test. There was significant difference when comparing the qualifications, regarding

fashion and beauty, of Blake Lively and Julia Roberts p<.017. There was no significant

difference between Charlize Theron and Julia Roberts and Blake Lively and Charlize

Theron. Therefore, respondents found Blake Lively to be the most qualified endorser.



There was no significant difference when comparing the skills of Charlize Theron, Julia

Roberts, and Blake Lively.


82

Table 11: One-Way ANOVA of Perfume

ANOVA Sum of Squares

df Mean Square

F Sig.

Buy

Between Groups

21.101 2 10.550 28.921 .000


Uses

Between Groups

2.836 2 1.418 3.595 .029


Attract

Between Groups

174.849 2 87.425 251.487 .000


Classy

Between Groups

.818 2 .409 .754 .472


Beaut

Between Groups

.814 2 .407 1.060 .348


Elegant

Between Groups

.653 2 .326 .692 .502


Sexy

Between Groups

4.878 2 2.439 4.601 .011



83

Table 11: One-Way ANOVA of Perfume (continued) ANOVA

Depend

Between Groups

8.921 2 4.461 6.567 .002


Honest

Between Groups

.584 2 .292 .403 .669


Reliabi

Between Groups

.731 2 .365 .539 .584


Sincere

Between Groups

1.677 2 .839 1.153 .318


Trust

Between Groups

.393 2 .196 .270 .763


Expert

Between Groups

7.866 2 3.933 4.458 .013


Exper

Between Groups

7.695 2 3.848 4.908 .008


Knowl

Between Groups

10.438 2 5.219 7.357 .001



84

Table 11: One-Way ANOVA of Perfume (continued) ANOVA

Qualif

Between Groups

6.545 2 3.273 3.862 .023


Total 181.100 208

Skill

Between Groups

4.541 2 2.270 2.532 .082


Total 189.244 208 Table 12: Tukey HSD of Perfume

Dependent Variable

(I) Celebrity

(J) Celebrity

Mean Difference

(I-J)

Std. Error Sig.

Buy

Charlize Julia -1.055* .140 .000Blake -.795* .126 .000

Julia Charlize 1.055* .140 .000Blake .259* .097 .023

Blake Charlize .795* .126 .000Julia -.259* .097 .023

Uses

Charlize Julia -.144 .146 .585Blake .125 .131 .605

Julia Charlize .144 .146 .585Blake .270* .101 .023

Blake Charlize -.125 .131 .605Julia -.270* .101 .023

Attract

Charlize Julia -2.589* .136 .000Blake -2.718* .123 .000

Julia Charlize 2.589* .136 .000Blake -.128 .095 .365

Blake Charlize 2.718* .123 .000Julia .128 .095 .365


85

Table 12: Tukey HSD of Perfume (continued) Dependent Variable

(I) Celebrity

(J) Celebrity

Mean Difference

(I-J)

Std. Error Sig.

Classy

Charlize Julia .196 .171 .483Blake .087 .154 .839

Julia Charlize -.196 .171 .483Blake -.110 .118 .624

Blake Charlize -.087 .154 .839Julia .110 .118 .624

Beaut

Charlize Julia -.018 .143 .991Blake -.138 .129 .534

Julia Charlize .018 .143 .991Blake -.121 .099 .447

Blake Charlize .138 .129 .534Julia .121 .099 .447

Elegant

Charlize Julia .144 .161 .646Blake .022 .146 .987


Blake Charlize -.022 .146 .987Julia .121 .110 .516

Sexy

Charlize Julia .304 .169 .172Blake -.048 .152 .948

Julia Charlize -.304 .169 .172Blake -.351* .117 .008

Blake Charlize .048 .152 .948Julia .351* .117 .008

Depend

Charlize Julia .643* .191 .003Blake .583* .172 .002

Julia Charlize -.643* .191 .003Blake -.060 .132 .895

Blake Charlize -.583* .172 .002Julia .060 .132 .895


86


(I) Celebrity

(J) Celebrity

Mean Difference

(I-J)

Std. Error Sig.

Honest




Reliabi




Sincere


Julia Charlize .268 .197 .366Blake .007 .137 .998

Blake Charlize .261 .178 .312Julia -.007 .137 .998

Trust




Expert

Charlize Julia .554* .217 .031Blake .163 .196 .685

Julia Charlize -.554* .217 .031Blake -.391* .151 .028

Blake Charlize -.163 .196 .685Julia .391* .151 .028


87


(I) Celebrity

(J) Celebrity

Mean Difference

(I-J)

Std. Error Sig.

Exper

Charlize Julia -.143 .205 .765Blake -.476* .185 .029


Blake Charlize .476* .185 .029Julia .333 .142 .052

Knowl




Qualif




Skill






regarding the purchase of apparel based on the celebrity endorser. The results are

presented in tables 8 and 9.


88


celebrity endorser?

An ANOVA was performed comparing buying intention of apparel based on the celebrity

endorser.

There was no significant difference, therefore it is unlikely the respondents would

purchase apparel endorsed by a celebrity.





An ANOVA was performed comparing assumed use by the endorser of apparel based on

celebrity endorser.


test. There was significant difference when comparing the assumed use of Kate Hudson

and Nicole Kidman p<.024, and Jennifer Garner and Nicole Kidman, p<.003. Therefore,

respondents are less likely to believe Nicole Kidman wears products she endorses.

Consumers are more likely to believe Kate Hudson uses the products she endorses.



89



test. There was significant difference when comparing the attractiveness of Kate Hudson

and Jennifer Garner p<.019, Kate Hudson and Nicole Kidman p<.034. There was no

significant difference between Jennifer Garner and Nicole Kidman. Therefore,

respondents found Kate Hudson to be the most attractive endorser.




test. There was no significant difference when comparing the classiness of Kate Hudson,

Jennifer Garner and Nicole Kidman.




test. There was significant difference when comparing the beauty of Kate Hudson and

Jennifer Garner p<.010, Kate Hudson and Nicole Kidman p<.008. There was no


respondents found Kate Hudson to be the most beautiful endorser.


90




test. There was significant difference when comparing the elegance of Kate Hudson and

Jennifer Garner p<.001, Kate Hudson and Nicole Kidman p<.006. There was no


respondents found Kate Hudson to be the most elegant endorser.




test. There was significant difference when comparing the sexiness of Kate Hudson and

Jennifer Garner p<.000. There was no significant difference between Kate Hudson and

Nicole Kidman and Nicole Kidman and Jennifer Garner. Therefore, respondents found

Kate Hudson to be the sexiest endorser.



There was no significant difference when comparing the dependability of Kate Hudson,



91




test. There was significant difference when comparing the honesty of Kate Hudson and



Kate Hudson to be the most honest endorser.



There was no significant difference when comparing the reliability of Kate Hudson,





test. There was significant difference when comparing the sincerity of Kate Hudson and



Kate Hudson to be the most sincere endorser.


92




test. There was significant difference when comparing the trustworthiness of Kate

Hudson and Jennifer Garner p<.017. There was no significant difference between Kate

Hudson and Nicole Kidman and Nicole Kidman and Jennifer Garner. Therefore,

respondents found Kate Hudson to be the most trustworthy endorser.



There was no significant difference when comparing the expertise of Kate Hudson,




There was no significant difference when comparing the experience of Kate Hudson,


RQ8-14: Is there a significant difference in the perceived knowledge of the endorser



93


test. There was significant difference when comparing the knowledge of Kate Hudson

and Jennifer Garner p<.012. There was no significant difference between Kate Hudson

and Nicole Kidman and Nicole Kidman and Jennifer Garner. Therefore, respondents

found Kate Hudson to be the most knowledgeable endorser.


fashion and beauty, of the endorser




and beauty, of Kate Hudson, Jennifer Garner and Nicole Kidman.




test. There was significant difference when comparing the skills of Kate Hudson and



Kate Hudson to be the most skilled endorser.


94

Table 13: One-Way ANOVA of Apparel ANOVA

Sum of Squares

df Mean Square

F Sig.

Buy

Between Groups

2.233 2 1.116 2.875 .058


Total 91.155 231

Uses

Between Groups

4.304 2 2.152 5.581 .004


Attract

Between Groups

4.483 2 2.241 5.815 .003


Classy

Between Groups

3.798 2 1.899 4.369 .014


Beaut

Between Groups

5.187 2 2.594 7.465 .001


Elegant

Between Groups

8.273 2 4.137 10.122 .000


Sexy

Between Groups

12.427 2 6.213 11.111 .000


Depend

Between Groups

3.325 2 1.663 2.781 .064



95

Table 13: One-Way ANOVA of Apparel (continued) ANOVA

Honest

Between Groups

4.684 2 2.342 3.568 .030


Reliabi

Between Groups

2.417 2 1.208 1.882 .155


Sincere

Between Groups

4.132 2 2.066 3.296 .039


Trust

Between Groups

4.900 2 2.450 3.865 .022


Expert

Between Groups

2.325 2 1.162 1.155 .317

Within Groups 230.567 229 1.007 Total 232.892 231

Exper

Between Groups

2.352 2 1.176 1.354 .260


Knowl

Between Groups

6.955 2 3.478 4.421 .013


Qualif

Between Groups

3.139 2 1.570 1.755 .175



96

Table 13: One-Way ANOVA of Apparel (continued) ANOVA

Skill

Between Groups

5.397 2 2.698 3.159 .044


Total 201.030 231

Table 14: Tukey HSD of Apparel

Dependent Variable

(I) Celebrity

(J) Celebrity

Mean Difference (I-

J)

Std. Error Sig.

Buy

Kate Jennifer -.189 .102 .156Nicole -.243 .132 .159

Jennifer Kate .189 .102 .156Nicole -.054 .151 .932

Nicole Kate .243 .132 .159Jennifer .054 .151 .932

Uses

Kate Jennifer -.155 .102 .279Nicole .347* .131 .024

Jennifer Kate .155 .102 .279Nicole .502* .151 .003

Nicole Kate -.347* .131 .024Jennifer -.502* .151 .003

Attract

Kate Jennifer .277* .102 .019Nicole .330* .131 .034

Jennifer Kate -.277* .102 .019Nicole .053 .151 .935

Nicole Kate -.330* .131 .034Jennifer -.053 .151 .935

Classy

Kate Jennifer .238 .108 .072Nicole .327 .140 .052

Jennifer Kate -.238 .108 .072Nicole .089 .160 .844

Nicole Kate -.327 .140 .052Jennifer -.089 .160 .844


97

Table 14: Tukey HSD of Apparel

Dependent Variable

(I) Celebrity

(J) Celebrity

Mean Difference (I-

J) Std. Error Sig.

Beaut




Elegant




Sexy

Kate Jennifer .558* .122 .000Nicole .318 .158 .112

Jennifer Kate -.558* .122 .000Nicole -.240 .181 .383

Nicole Kate -.318 .158 .112Jennifer .240 .181 .383

Depend


Jennifer Kate -.267 .128 .094Nicole -.029 .188 .987


Honest





98

Table 14: Tukey HSD of Apparel (continued)

Dependent Variable

(I) Celebrity

(J) Celebrity

Mean Difference (I-

J) Std. Error Sig.

Reliabi


Jennifer Kate -.216 .132 .234Nicole .010 .195 .999

Nicole Kate -.225 .170 .381Jennifer -.010 .195 .999

Sincere




Trust




Expert

Kate Jennifer .227 .164 .353Nicole -.079 .212 .927


Nicole Kate .079 .212 .927Jennifer .305 .243 .423

Exper





99




celebrity endorser?

Table 14: Tukey HSD of Apparel (continued)

Dependent Variable

(I) Celebrity

(J) Celebrity

Mean Difference (I-

J) Std. Error Sig.

Knowl




Qualif




Skill






100

An ANOVA was performed comparing buying intention of cosmetics based on celebrity

endorser.



Diane Krueger and Emma Stone p<.049. There was no significant difference between

Natalie Portman and Emma Stone and Diane Krueger and Natalie Portman. Therefore,

consumers are less likely to buy products which are endorsed by Emma Stone.

Consumers are more likely to buy products endorsed by Diane Krueger.

Hypothesis 10: There was a significant difference of customer’s opinions of cosmetics




An ANOVA was performed comparing assumed use by the endorser of cosmetics based

on celebrity endorser.

There was no significant difference therefore, consumers do not believe celebrities use

products which they endorse.




101


test. There was significant difference when comparing the attractiveness of Natalie

Portman and Diane Krueger p<.006. There was no significant difference between Emma

Stone and Diane Krueger and Natalie Portman and Emma Stone. Therefore, respondents

found Natalie Portman to be the most attractive endorser.




test. There was significant difference when comparing the classiness of Natalie Portman

and Diane Krueger p<.022. There was no significant difference between Emma Stone and

Diane Krueger and Natalie Portman and Emma Stone. Therefore, respondents found

Natalie Portman to be the classiest endorser.




test. There was significant difference when comparing the beauty of Natalie Portman and

Emma Stone p<.005, and Natalie Portman and Diane Krueger p<.010. There was no

significant difference between Emma Stone and Diane Krueger. Therefore, respondents

found Natalie Portman to be the most beautiful endorser.


102




test. There was significant difference when comparing the elegance of Natalie Portman

and Emma Stone p<.004, and Natalie Portman and Diane Krueger p<.002. There was no


found Natalie Portman to be the most elegant endorser.




test. There was significant difference when comparing the sexiness of Natalie Portman

and Emma Stone p<.000, and Natalie Portman and Diane Krueger p<001. There was no


found Natalie Portman to be the sexiest endorser.



There was no significant difference when comparing the dependability of Emma Stone,

Natalie Portman, and Diane Krueger.


103




test. There was no significant difference when comparing the honesty of Emma Stone,




There was no significant difference when comparing the reliability of Emma Stone,




There was no significant difference when comparing the sincerity of Emma Stone,



endorser?



104

There was no significant difference when comparing the trustworthiness of Emma Stone,




There was no significant difference when comparing the expertise of Emma Stone,




There was no significant difference when comparing the experience of Emma Stone,




There was no significant difference when comparing the knowledge of Emma Stone,





105




and beauty, of Emma Stone, Natalie Portman, and Diane Krueger.



There was no significant difference when comparing the skills of Emma Stone, Natalie

Portman, and Diane Krueger.

Table 15: One-Way ANOVA of Cosmetics ANOVA

Sum of Squares

df Mean Square

F Sig.

Buy

Between Groups

2.610 2 1.305 3.192 .043


Uses

Between Groups

1.991 2 .995 2.267 .106


Attract

Between Groups

3.826 2 1.913 5.652 .004



106

Table 15: One-Way ANOVA of Cosmetics (continued) Sum of

Squares df Mean

Square F Sig.

Classy

Between Groups

3.595 2 1.797 4.458 .013


Total 87.460 210

Beaut

Between Groups

5.493 2 2.747 7.014 .001


Total 86.948 210

Elegant

Between Groups

6.783 2 3.391 8.386 .000


Total 90.900 210

Sexy

Between Groups

13.049 2 6.525 12.051 .000


Total 125.124 209

Depend

Between Groups

1.357 2 .678 1.073 .344


Total 132.796 210

Honest

Between Groups

4.027 2 2.013 3.244 .041


Total 133.147 210

Reliabi

Between Groups

1.598 2 .799 1.226 .296


Total 137.147 210

Sincere

Between Groups

3.528 2 1.764 2.584 .078


Total 145.545 210


107

Table 15: One-Way ANOVA of Cosmetics (continued)

Sum of Squares df Mean

Square F Sig. Sum of

Squares

Trust

Between Groups

2.315 2 1.158 1.760 .175


Total 139.156 210

Expert

Between Groups

.597 2 .298 .322 .725


Total 193.621 210

Exper

Between Groups

.338 2 .169 .228 .796


Total 154.351 210

Knowl

Between Groups

.399 2 .200 .262 .770


Total 158.900 210

Qualif

Between Groups

.130 2 .065 .079 .924


Total 172.123 210

Skill

Between Groups

.017 2 .009 .010 .990


Total 178.483 210


108

Table 16: Tukey HSD of Cosmetics Dependent Variable

(I) Celebrity

(J) Celebrity

Mean Difference

(I-J)

Std. Error Sig.

Buy

Emma Natalie -.130 .095 .360Diane -.392* .166 .049

Natalie Emma .130 .095 .360Diane -.263 .172 .281

Diane Emma .392* .166 .049Natalie .263 .172 .281

Uses

Emma Natalie .175 .098 .176Diane .260 .172 .286

Natalie Emma -.175 .098 .176Diane .085 .178 .884

Diane Emma -.260 .172 .286Natalie -.085 .178 .884

Attract

Emma Natalie -.198 .086 .059Diane .287 .151 .139

Natalie Emma .198 .086 .059Diane .485* .157 .006

Diane Emma -.287 .151 .139Natalie -.485* .157 .006

Classy


Natalie Emma .203 .094 .080Diane .458* .171 .022


Beaut

Emma Natalie -.294* .093 .005Diane .205 .162 .418

Natalie Emma .294* .093 .005Diane .499* .169 .010



109

Table 16: Tukey HSD of Cosmetics (continued) Dependent Variable

(I) Celebrity

(J) Celebrity

Mean Difference

(I-J)

Std. Error Sig.

Elegant




Sexy




Depend




Honest




Reliabi





110


(I) Celebrity

(J) Celebrity

Mean Difference

(I-J)

Std. Error Sig.

Sincere




Trust




Expert

Emma Natalie -.004 .143 .999Diane -.197 .250 .710

Natalie Emma .004 .143 .999Diane -.193 .259 .739

Diane Emma .197 .250 .710Natalie .193 .259 .739

Exper


Natalie Emma .071 .128 .844Diane .128 .232 .845


Knowl


Natalie Emma .065 .129 .870Diane .156 .235 .786



111


(I) Celebrity

(J) Celebrity

Mean Difference

(I-J)

Std. Error Sig.

Qualif

Emma Natalie .000 .135 1.000Diane .091 .236 .920

Natalie Emma .000 .135 1.000Diane .091 .245 .927


Skill

Emma Natalie .019 .137 .989Diane .000 .240 1.000

Natalie Emma -.019 .137 .989Diane -.019 .249 .997

Diane Emma .000 .240 1.000Natalie .019 .249 .997



112

Behavioral Intention Customers’ Opinions

Figure 2: Impact of a Celebrity Endorser


113

Summary

This study sought to see if celebrity endorsers in fashion magazines influence

purchase intentions of Generation Y by having participants participate in a survey. This

study shows Generation Y’s purchase intentions are influenced by celebrity endorsers in

fashion magazines because most consumers’ said they would buy products endorsed by

the celebrities. However, this study shows there are differences between the products

which are being endorsed. For example the apparel products category was the only

category where there was no significant difference if the participants would buy apparel

products endorsed by their favorite celebrity.


114

CHAPTER V

DISCUSSION AND IMPLICATION

Introduction

The Theory of Planned Behavior was the theoretical framework for this study.

This study examined the impact of celebrity endorsed advertisements in fashion

magazines on Generation Y’s purchase intentions. This chapter will discuss this study’s

conclusions, a discussion, implications and recommendations.

Conclusions

This study examined to look at if Generation Y’s purchase intentions were

influenced by celebrity endorsed advertisements in fashion magazines. This study looked

closely at participants attitudes towards the celebrity’s credibility by using the Source-

Credibility Scale by Ohanian (1990). Even though this study proves Generation Y’s

purchase intentions are influenced by celebrity endorsers in fashion magazines,

participants attitudes towards the celebrity’s credibility differs from celebrity to celebrity

and the products in which they are endorsing. Sometimes the participants might find one

factor of celebrity credibility significant when endorsing cosmetics but when endorsing

hair products they might not find that same factor to be significant.

By looking at the survey the participants completed to survey proves very

interesting results. When the participants completed the survey they majority or


115

participants, 88.2 percent, said they buy products endorsed by a celebrity in fashion

magazines either less than one a month or never. Also, 71.5 percent of participants, said

they buy products similar to the products celebrities endorse in fashion magazines less

than once a month or never. When participants were shown celebrity endorsed

advertisements in fashion magazines and asked if they would buy products endorsed by

the celebrity every category showed a significant difference, meaning the participants

would buy products endorsed by the celebrity, except for the apparel category.

Another interesting fact found in this study was when the participants were asked

why they bought products endorsed in celebrity endorsed advertisements 80.7 percent

said because of the brand, 31.4 percent said because of the celebrity and, 37.9 percent

said because of the advertisement. This shows the participants are buying the products

because of the brand of the product being endorsed by the celebrity. Therefore, the

celebrity endorsing the product is the least important factor.

Discussion

This discussion will talk about the ten different hypothesis and what was found

from the study.




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The findings of this study show this hypothesis was supported. When comparing

the celebrity endorsers, Beyoncé Knowles, Zooey Deschanel, and Tina Fey, consumers’

said they would buy hair products which were endorsed by Tina Fey



This hypothesis shows to be partially supported. Some interesting findings of this

study show consumers believe celebrities are using the products in which they are

endorsing. For this study consumers’ believed Zooey Deschanel is using the hair products

she is endorsing for Pantene Pro V. These findings also show it does not matter how

beautiful, honest, reliable, experienced, or knowledgeable consumers’ feel about the

celebrity endorsing hair products. When comparing Beyoncé Knowles, Zooey Deschanel,

and Tina Fey consumers’ were not able to see a significant difference between these

qualities of the endorsers.


regarding purchase of beverages based on the celebrity endorser.

This hypothesis shows to be supported. When comparing behavioral intention

regarding purchasing beverages endorsed by Taylor Swift, Jennifer Aniston and Sofia

Vergara consumers’ said they were more likely to buy beverages which were endorsed by

Sophia Vergara.


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This hypothesis showed to be partially supported. Once again consumers’

believed celebrities use the products which they endorse. Consumers’ believed Sophia

Vergara drinks Pepsi, which she is endorsing. This study found consumers’ found

elegance, honesty, sincerity, trustworthiness, knowledge, qualifications, and skills to be

factors which were not important about the celebrity endorser when they are endorsing

beverages. Out of all of the factors which had significance Jennifer was the celebrity

which was most commonly chosen. This shows consumers’ find Jennifer Aniston to be

the endorser which is more relatable to them.



This hypothesis shows to be supported. When comparing Charlize Theron, Julia

Roberts, and Blake Lively consumers’ said they would first buy products from Julia

Roberts, then Blake Lively, the Charlize Theron.



This hypothesis shows to be partially supported. Once again consumers’ believed

the celebrity endorsers were using the product in which they endorsed. Consumers’ said


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they believe Julia Roberts uses the Lancôme perfume which she endorses. Consumers’

found classiness, beauty, elegance, honesty, reliability, sincerity, trustworthiness, and

skilled to be factors with no significance when celebrity endorsers are endorsing perfume

products. With factors which were significant most of the time Blake Lively was the

celebrity endorser chosen. This could also be because she is within Generation Y

therefore the consumers’ of this study, Generation Y, can relate to her.

Hypothesis 7. There was a significant difference of customers’ behavioral intention

regarding purchase of apparel based on the celebrity endorser.

This hypothesis is not supported. Consumers’ said there was no significance when

purchasing apparel from celebrity endorser’s such as Kate Hudson, Nicole Kidman, and

Jennifer Garner.



This hypothesis shows to be partially supported. Consumers’ believe Kate

Hudson wears the Ann Taylor clothing she is endorsing. Consumers’ found

dependability, reliability, expertise, experience, and qualifications to be factors with no

significance for celebrities endorsing apparel. Consumers’ mainly choose Kate Hudson

for all of the factors. This shows Kate Hudson is most relatable to Generation Y,

probably because she is also part of Generation Y.


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This hypothesis shows to be supported. When comparing behavioral intention

regarding purchasing cosmetics endorsed by Emma Stone, Natalie Portman, and Diane

Krueger consumers’ said they were most likely to buy cosmetics endorsed by Diane

Krueger.

Hypothesis 10: There was a significant difference of customer’s opinions of cosmetics


This hypothesis shows to be partially supported. Consumers’ do not believe any

of the celebrity endorsers wear the products which they are endorsing. Consumers’ found

dependability, honesty, reliability, sincerity, trustworthiness, expertise, experience,

knowledge, qualifications or skills to be factors with no significance for celebrities

endorsing cosmetics. This is interesting because consumers’ believe only factors which

have to do with attractiveness are significant for celebrities endorsing cosmetics.

Implications

After this study was conducted there were implications which affected Generation

Y’s purchase intent when it comes to celebrity endorsed advertisements. Photo shopping

could be seen as an implication of this study. If the consumers’ did not pay attention to

the name of the celebrity endorser and they only looked at the photograph of the celebrity


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endorser on the survey, they might not have recognized who the endorser was, because of

all the photoshopping which had been to some of the photographs. In return this could

have affected the consumers’ responses.

Another implication of this study is the celebrity endorser’s age. All of the

consumers’ which participated in the survey were in Generation Y, between the ages of

19-36. Most of the celebrity endorsers were not in Generation Y. This could have

affected the consumers’ responses because they may not be able to relate as well to some

of the celebrity endorsers which are part of an older generation. The consumers’ might

have only chosen a celebrity who was in their Generation Y, because they are more

relatable.

This study proves Generation Y consumers’ will buy products which are endorsed

by their favorite celebrity. However, when looking at factors which seem to be important

(attractiveness, skills, honesty…) for a celebrity endorser, consumers’ view these factors

differently depending on the product which they are endorsing.

Future Research

With this research study there are many opportunities for future research. For this

research Generation Y, consumers’ 19-36, were the only participants. For the marketing

aspect, this study shows majority of the time Generation Y will buy products which are

endorsed by celebrity endorsers, but if this study were conducted with other generations

there could be a different result. Also, for this study the majority of consumers’ were


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Caucasian. This study could conducted in another country where the majority of

consumers’ are not Caucasian and where consumers’ have a different view on celebrity

endorsers.

Summary

This chapter discussed the main conclusions which were found in this study. This

chapter went into detail about the findings of each of the hypothesis for this study. Also,

included into this chapter were the implications of this study and future recommendations

for this study.


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APPENDIX A

RECRUITMENT STATEMENT FOR EMAIL

Hello,

My name is Callie Worthen and I am pursuing my master’s degree in Hospitality and Retail Management at Texas Tech University. I am conducting this research to further understand if celebrity endorsed advertisements in fashion magazines influence purchase intentions. For the purpose of this study I will need Generation Y, Generation X and Baby Boomers. If you could please forward this email to anyone that falls under that description it would be greatly appreciated and will make a huge impact on the completion of this study.

The survey is completely anonymous, meaning that your identity cannot be connected in any way to your survey answers, and it is voluntary, so you can opt out at any time. You must be of 18 years or older to complete the following survey. To access the survey please click on the following link: (insert link) If the survey does not open automatically, please copy and paste the link into your internet browser.

If you have any questions about the survey please contact Dr. Deborah Fowler at 806- 742-3068 X 295.

Thank you for your time.

Sincerely,

Callie E. Worthen

Texas Tech University

*TTU also has a board that protects the rights of people who participate in research.You can call to ask them questions at 806- 742- 2064. You can mail your questions to the Human Research Protection Program, Office of the Vice President for Research, Texas Tech University, Lubbock, Texas 79409, or you can email your questions to [email protected]


129

APPENDIX B

RECRUITMENT STATEMENT ON FACEBOOK

The purpose of this research is to gain a better understanding if celebrity endorsed advertisements in fashion magazines affect purchase intentions of Generation Y, Generation X and Baby Boomers. The survey takes about 10 minutes, below is the link that will take you directly to the survey.

https://ttuhumansciences.qualtrics.com/SE/?SID=SV_cZLq2IYl9Tlc1SZ

This is completely voluntary and you may quit at any time throughout the survey. There is no right or wrong answer to answer any question; I am only interested in your opinions. Your responses will be anonymous and will not be associated with you personally or professionally in any way. Thank you so much for your participation.

If you have further questions, please do not hesitate to contact Dr. Deborah Fowler at 806- 742- 3068 X 295. Thank you for participating, Callie Worthen, Texas Tech University.


130

APPENDIX C

RECRUITMENT STATEMENT ON REDDIT.COM

The purpose of this research is to gain a better understanding if celebrity endorsed advertisements in fashion magazines affect purchase intentions of Generation Y, Generation X and Baby Boomers. The survey takes about 10 minutes, below is the link that will take you directly to the survey.

https://ttuhumansciences.qualtrics.com/SE/?SID=SV_cZLq2IYl9Tlc1SZ

This is completely voluntary and you may quit at any time throughout the survey. There is no right or wrong answer to answer any question; I am only interested in your opinions. Your responses will be anonymous and will not be associated with you personally or professionally in any way. Thank you so much for your participation.

If you have further questions, please do not hesitate to contact Dr. Deborah Fowler at 806- 742- 3068 X 295. Thank you for participating, Callie Worthen, Texas Tech University.


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APPENDIX D

QUALTRICS SURVEY

Thesis

Q1 Dr. Deborah Fowler and Callie Worthen would like to find out more about celebrity endorsed

advertisements in fashion magazines and how they affect purchase intentions of Generation Y.

There are no right or wrong answers to the questions, just what you think. This survey will take

about 10 minutes of your time, and we will use the results for a research study. We will not be

able to identify you individually. Please do not put your name on this survey. If you would prefer

not to answer a question, please leave it blank. Your participation is voluntary and you can stop

at any time. If you have any questions about this study, please contact Dr. Deborah Fowler at

806 742 3068 X 295. Thank you for helping us with this research. Please keep the information

sheet provided. Thank you for helping us with this research. TTU also has a board that protects

the rights of people who participate in research. You can call to ask them questions at 806‐742‐

2064. You can mail your questions to the Human Research Protection Program, Office of the

Vice President for Research, Texas Tech University, Lubbock, Texas 79409, or you can email your

questions to [email protected]. Please press the double arrows on the bottom right hand corner to

continue. Thank you for helping us with this research.


132

Q2 Do you read fashion magazines?

yes (1)

no (2)

Q3 What is your age?

18‐21 (1)

22‐25 (2)

26‐29 (3)

30‐33 (4)

34‐36 (5)

37‐40 (6)

41‐44 (7)

45‐48 (8)

49‐52 (9)

53‐56 (10)

57‐60 (11)

61‐64 (12)

65‐67 (13)

Q4 What is your gender?

Male (1)

Female (2)

Q5 What is your ethnicity?

African American (1)

Asian (2)

Caucasian (3)

Hispanic (4)

Other (5)


133

Q6 How often do you read fashion magazines?

Never (1)

Less than Once a Month (2)

Once a Month (3)

2‐3 Times a Month (4)

Once a Week (5)

2‐3 Times a Week (6)

Daily (7)

Q7 Would you buy a product if your favorite celebrity endorsed a product?

Yes (1)

Maybe (2)

No (3)

Q8 Which of these is the most important factor when selecting a product?

Friends (1)

Family (2)

Previous Experience (3)

Brand (4)

Other (5) ____________________

Q9 Have you ever bought a product solely because you liked the celebrity endorsing the

product?

Yes (1)

Maybe (2)

No (3)


134

Q10 When you buy a product a celebrity endorses, do you buy it so you will look more like the

celebrity endorsing the product?

Yes (1)

Sometimes (2)

No (3)

Q11 How often do you buy things you see a celebrity endorse in a fashion magazine?

Never (1)


Once a Month (3)


Once a Week (5)


Daily (7)

Q12 How often do you buy things similar to what a celebrity endorses in a fashion magazine?

Never (1)


Once a Month (3)


Once a Week (5)


Daily (7)

Q13 What types of social media do you use to look at celebrities fashion?

Facebook (1)

Instagram (2)

Pinterest (3)

Twitter (4)

Blogs (5)

None (6)


135

Q14 Do you believe you are knowledgeable about fashion?

Yes (1)

Somewhat (2)

No (3)

Q15 How often do you go shopping for clothing?

Never (1)


Once a Month (3)


Once a Week (5)


Daily (7)

Q16 How much money do you spend a month on clothing?

$0‐$50 (1)

$51‐$100 (2)

$101‐$150 (3)

$151‐$200 (4)

$201‐$250 (5)

$251‐$300 (6)

More than $301 (7)

Q17 Do you feel that it is important to dress like everyone else?

Yes (1)

Sometimes (2)

No (3)


136

Q18 When you choose a dress for an event do you buy something similar to what you have seen

a celebrity wear?

Yes (1)

Sometimes (2)

No (3)


137

Q19 Please choose only one answer for each question. How often do you pay attention to the:

Always (1) Most of the Time (2)

Sometimes (3)

Rarely (4) Never (5)

BRAND in a

celebrity

endorsed

advertisement?

(1)

CELEBRITY in a

celebrity

endorsed

advertisement?

(2)

ADVERTISEMENT

in a celebrity

endorsed

advertisement?

(3)


138

Q20 Please only choose one answer for each question, I buy the clothes celebrities endorse in

fashion magazines because

Strongly Agree (1)

Agree (2) Neither Agree nor Disagree (3)

Disagree (4) Strongly

Disagree (5)

I like the BRAND.

(1)

I like the

CELEBRITY. (2)

I like the

ADVERTISEMENT.

(3)


139

Q147

Q146 Click to write the question text

Click to write Choice 1 (1)




140

Q21 Which of these 3 celebrities do you like the most?

Beyonce Knowles (1)

Zoey Deschanel (2)

Tina Fey (3)

(Skip Logic)

Q148

Q22


141

Q23 Would you buy a product that Beyonce is endorsing?

Yes (1)

Maybe (2)

No (3)

Q24 Do you believe Beyonce Knowles uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)

Q25 I believe this celebrity is:

Strongly disagree (1)

Disagree (2) Neither Agree nor Disagree (3)

Agree (4) Strongly Agree (5)

Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)


142


Strongly Disagree (1)



Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)

Q27 In regard to this brand, I believe this celebrity is:




Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)


143

Q28 Thank you, if you have completed this section, please press yes.

Yes (1)

No (2)

(Skip Logic)

Q29


144

Q30 Would you buy a product that Zoey Deschanel Endorsed?

Yes (1)

Maybe (2)

No (3)

Q31 Do you believe Zoey Deschanel uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)





Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)


145


Strongly

Disagree (1) Disagree (2)

Neither Agree nor Disagree (3)


Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


Strongly




Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)


146

Q35 If you have completed this section, please press yes

Yes (1)

No (2)

(Skip Logic)

Q36

Q37 Would you buy a product that Tina Fey endorsed?

Yes (1)

Maybe (2)

No (3)


147

Q38 Do you think Tina Fey uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)





Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)


148





Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)





Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)


149


Yes (1)

No (2)

(Skip Logic)

Q43 Beverages, which of these 3 celebrities do you like the most?

Taylor Swift (1)

Jennifer Aniston (2)

Sophia Vergara (3)

(Skip Logic)


150

Q44

Q45 Would you buy a product that Taylor Swift endorsed?

Yes (1)

Maybe (2)

No (3)

Q46 Do you think Taylor Swift uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)


151





Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)





Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


152





Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)


Yes (1)

No (2)

(Skip Logic)


153

Q51

Q52 Would you buy a product Jennifer Aniston endorsed?

Yes (1)

Maybe (2)

No (3)

Q53 Do you think Jennifer Aniston uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)


154


Strongly




Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)


Strongly




Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


155





Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)

Q57 If you have completed this section, press yes

Yes (1)

No (2)


156

Q58

Q59 Would you buy a product Sophia Vergara endorsed?

Yes (1)

Maybe (2)

No (3)

Q60 Do you think Sophia Vergara uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)


157





Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)





Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


158


Strongly




Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)


Yes (1)

No (2)

(Skip Logic)

Q65 Perfume, which of these 3 celebrities do you like the most?

Charlize Theron (1)

Julia Roberts (2)

Blake Lively (3)

(Skip Logic)


159

Q66

Q67 Would you buy a product Charlize Theron endorsed?

Yes (1)

Maybe (2)

No (3)

Q68 Do you think Charlize Theron uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)


160


Strongly




Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)


Strongly




Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


161





Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)


Yes (1)

No (2)

(Skip Logic)


162

Q73

Q74 Would you buy a product Julia Roberts endorsed?

Yes (1)

Maybe (2)

No (3)

Q75 Do you think Julia Roberts uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)


163





Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)





Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


164


Strongly




Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)


165

Q79 If you completed this section, press yes

Yes (1)

No (2)

Q80

Q81 Would you buy a product Blake Lively endorsed?

Yes (1)

Maybe (2)

No (3)

Q82 Do you think Blake Lively uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)


166





Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)





Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


167


Strongly




Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)

Q86 If you finished this section, press yes

Yes (1)

No (2)

(Skip Logic)

Q87 Clothing, which of these 3 celebrities do you like the most?

Kate Hudson (1)

Jennifer Garner (2)

Nicole Kidman (3)

(Skip Logic)


168

Q88

Q89 Would you buy a product Kate Hudson endorsed?

Yes (1)

Maybe (2)

No (3)

Q90 Do you think Kate Hudson uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)


169





Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)





Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


170


Strongly




Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)

Q94 If you have finished this section, press yes

Yes (1)

No (2)

(Skip Logic)


171

Q95

Q96 Would you buy a product Jennifer Garner endorsed?

Yes (1)

Maybe (2)

No (3)

Q97 Do you think Jennifer Garner uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)


172





Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)





Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


173





Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)


Yes (1)

No (2)

If Yes Is Selected, Then Skip To Cosmetics, of the 3 celebrities which...


174

Q102

Q103 Would you buy a product Nicole Kidman endorsed?

Yes (1)

Maybe (2)

No (3)

Q104 Do you think Nicole Kidman uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)


175





Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)





Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


176


Strongly




Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)


Yes (1)

No (2)

If Yes Is Selected, Then Skip To Cosmetics, of the 3 celebrities which...

Q109 Cosmetics, which of these 3 celebrities do you like the most?

Emma Stone (1)

Natalie Portman (2)

Diane Kruger (3)

If Emma Stone Is Selected, Then Skip To Emma stone thesisIf Natalie Portman Is Selected, Then

Skip To Natalie portman thesisIf Diane Kruger Is Selected, Then Skip To Diane kruger 2 thesis


177

Q110

Q111 Would you buy a product Emma Stone endorsed?

Yes (1)

Maybe (2)

No (3)

Q112 Do you think Emma Stone uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)


178





Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)





Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


179





Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)


Yes (1)

No (2)

If Yes Is Selected, Then Skip To End of Survey


180

Q117

Q118 Would you buy a product Natalie Portman endorsed?

Yes (1)

Maybe (2)

No (3)

Q119 Do you think Natalie Portman uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)


181





Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)





Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


182





Expert (1)

Experienced

(2)

Knowledgeable

(3)

Qualified (4)

Skilled (5)


Yes (1)

No (2)



183

Q124

Q125 Would you buy a product Diane Kruger endorsed?

Yes (1)

Maybe (2)

No (3)

Q126 Do you think Diane Kruger uses this product she is endorsing?

Yes (1)

Maybe (2)

No (3)


184





Attractive (1)

Classy (2)

Beautiful (3)

Elegant (4)

Sexy (5)





Dependable

(1)

Honest (2)

Reliable (3)

Sincere (4)

Trustworthy

(5)


185





Expert (1)

Experienced

(2)

Knowlegeable

(3)

Qualified (4)

Skilled (5)


Yes (1)

No (2)


Q131 Thank you again for helping us with this research Please complete the survey by pressing

the arrow to the right


186

APPENDIX E

TEXAS TECH UNIVERTSITY REVIEW BOARD LETTER

November 19, 2013

Dr. Deborah Fowler Nutrition, Hospitality and Retailing (NHR) Mail Stop: 1240

Regarding: 504266 Do Celebrity Endorsed Advertisements Affect

Purchase Intentions Dr. Deborah Fowler:

The Texas Tech University Protection of Human Subjects Committee approved your claim for an exemption for the protocol referenced above on November 19, 2013.

Exempt research is not subject to continuing review. However, any modifications that (a) change the research in a substantial way, (b) might change the basis for exemption, or (c) might introduce any additional risk to subjects must be reported to the Human Research Protection Program (HRPP) before they are implemented.

To report such changes, you must send a new claim for exemption or a proposal for expedited or full board review to the HRPP. Extension of exempt status for exempt protocols that have not changed is automatic.

The HRPP staff will send annual reminders that ask you to update the status of your research protocol. Once you have completed your research, you must inform the HRPP office by responding to the annual reminder so that the protocol file can be closed.

Sincerely,

Rosemary Cogan, Ph.D., ABPP Protection of Human Subjects Committee

Box 41075 | Lubbock, Texas 79409-1075 | T 806.742.3905 | F 806.742.3947 | www.vpr.ttu.edu An EEO/Affirmative Action Institution

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Copyright 2014, Callie Elaine Worthen