| Popis: |
This study was designed to test empirical truths between two or more research variables that have been formulated in the hypothesis. The research variables used were expertness, trustworthiness, similarity, attractiveness, attitude to advertisement, and brand attitude. Exogenous variables in this study are expertness, trustworthiness, similarity, and attractiveness. Endogenous variables in this study are attitude to advertisement, and brand attitude. The results of the study concluded that only hypothesis 2 was not significant. There was no effect of trustworthiness on attitude to advertisement. Furthermore, Brand X should choose attractive celebrity endorsers in order to increase attitude towards advertisements, affecting brand attitude. Attractive celebrity endorsers are able to increase brand attention when it comes to physical appearance. In addition, further research can add other variables to determine the effect on brand attitude. Increasing the sample size is also highly recommended. |
