Factors Predicting the Effectiveness of Celebrity Endorsement Advertising: HND Marketing Students Perspective
Large amount of money is spent in contracting celebrity endorser to promote firms' brands. The purpose of this study was to reveal factors predicting the effectiveness of celebrity endorsement advertising from HND marketing student's perspective. The study utilized quantitative research design, Correlational and descriptive analysis via SPSS. The study collected both primary data via questionnaire and secondary data via literature review. Convenient sampling techniques were used. Questionnaire was employed by using five point Likert scale. The study found the important role of choosing a celebrity that possesses trust, expertise, attractive and overall credibility. The study concludes that the celebrity endorsement is an effective tool for advertising. The researchers suggest providing training to celebrity endorsers by firms before using them for such purposes.