European Journal of Scientific Research

ISSN 1450-216X Vol.58 No.1 (2011), pp.116-132

EuroJournals Publishing, Inc. 2011
http://www.eurojournals.com/ejsr.htm

Investigate the Impact of Celebrity
Endorsement on Brand Image


Bardia Yousef hakimi
Faculty of Management, Multimedia University, Cyberjaya, Malaysia
E-mail: Bardia_hkm@yahoo.com
Tel: +60174152606

Abed Abedniya
Faculty of Management, Multimedia University, Cyberjaya, Malaysia
E-mail: Abed.abedniya@gmail.com
Tel: +60126808177

Majid Nokhbeh Zaeim
Faculty of Management, Multimedia University, Cyberjaya, Malaysia
E-mail: Majid.Zaeim@gmail.com
Tel: +60173587896


Abstract

Nowadays, celebrity endorsement is used more than ever before in companies sales
strategies and marketing campaigns. Generally the types of celebrities who are used to
endorse products are music artists, movie stars, and also famous athletes and sportsmen.
This study sets out to find the amount of influence that celebrity endorsers have on
customers and also the brand image as a whole. To reach this goal, there are five research
questions mentioned that will help us come to a conclusion about celebrity endorsement.
As there have been few academic literatures on the topic of the effectiveness and
usefulness of celebrity endorsement in the field of advertising, I set it as the main goal of
my studies to investigate the influence of celebrity endorsement as a promotional technique
in Malaysias markets, by studying how much Malaysian consumer behaviors are effected
by celebrity endorsement, and discovering the factors of celebrity endorsement that can
affect the brand image.
To appropriately gain the results required and, a questionnaire was distributed to a
target group of consumers between the ages of 18 and 33 years old. This group of
consumers came specifically from Multimedia University. The data collected from the
surveys were studied, analyzed and utilized to come to suitable conclusions, which were
ultimately used to find out whether celebrity endorsement would influence the target group
of consumers from Multimedia University.


Keywords: Brand image, celebrity endorsement, endorser's credibility, endorser's
attractiveness, advertising, perceived fit

Investigate the Impact of Celebrity Endorsement on Brand Image 117

1. Introduction
Celebrities are popular among the public and they take pleasure in being recognized by numerous
people. Good looks, classy lifestyles and special skills are only some of celebrities special features
that are different from general people and are seen by the public, which grants them a large amount of
the publics attention. (Friedman and Friedman, 1979) explains that a celebrity is a person such as an
actor, sportsman, entertainer, etc, who is different from the general public and is recognized by them,
because of his or her achievements.
One of the methods that firms use for their brand communication is endorsement. In this
method they use celebrities to play the role of the spokesperson for their brand, which assures their
brands place within the society by promoting the celebritys personality, fame and their influence on
the publics decisions. Celebrity endorsement can play a vital leading role when it comes to leading the
publics decisions, in a market which has a vast number of local, regional, and international brands.
Making use of celebrities as part of a firms marketing strategy is a popular way of supporting
the image of a firms brand. Large amounts of money are spent by companies, only to create brands
which hold three important characteristics which are given by their celebrity endorsers: likeability,
attractiveness and trustworthiness (Atkin and Block, 1983) which in return creates an increased
competitive advantage for the firms products or services (Erdogan, 1999).
In recent years, using celebrity endorsers has become more and more common. According to
Byrne & Breen, studies have indicated that a more positive response, along with higher purchasing
intentions have been gained by using celebrity endorsers compared to non celebrity endorsers (Byrne
& Breen, 2003, The Naked Truth of Celebrity Endorsement). Sales will greatly rise due to the
availability of celebrity endorsed products that attract customers.
Firms must form their brands with celebrity endorsers that include sportsmen and movie stars,
hoping that the celebrities can create more successful and impressionable marketing and corporate
communications, which will earn the firm more profit. In todays world, to support their corporate or
brand image, it is conventional for major firms to use celebrity endorsers in their marketing
communications strategy.
An important concern is to find out how many celebrities really consume the products that they
endorse. In addition, another important issue is that marketers sometimes endorse products that are
unhealthy for us and the environment.
Our purpose is to unveil and introduce a new the positive effects that celebrity endorsement has
on a brands image and to discover the most important factors that an effective endorsement relies on.
Firms aim to influence the behavior of consumers by using celebrity endorsers, so that they will
be tempted to buy their products. To discover the customers response towards the product and brand
image that celebrities are endorsing, four questions will be analyzed in this research.
The intention for choosing this topic was to see how effective using a celebrity to endorse a
clothing brand would be in Malaysia. The target group of consumers chosen for this research is
between the ranges of 18 to 33 years old.


2. Literature Review
2.1. Brand Image
The customers now look at the Brand image in their current search about a brand. The image is defined
as a definite integration of a bundle of associations within the respective minds of target customers.
The present stand of a brand is signified by brand image. In other words, the brand image is described
as a set of beliefs a customer holds about a specific brand within him or her.
This must include the organizations vision and mission clearly visible to all. Some of the
prominent factors for a brand image are their specialized logo that shows off the organizations image,
their slogan that would describe the organizations core business and key values that would
substantiate their identity. Brand image is the image that is derived from different sources set in the
118 Bardia Yousef hakimi, Abed Abedniya and Majid Nokhbeh Zaeim
mind of a consumer. There are brand associations made up by the consumer. This is how they develop
the brand image in their minds. These images that are developed in the minds of the consumers are
subjective opinions. For example Volvo is often equated with safety while Toyota is often referred to
as a reliable car. Very often consumers are not buying just a product or a service but they are actually
buying the image that the brand is linked with. These brand images are unique and one of a kind and
usually highlighted in their advertisements and other promotional strategies.
Koo (2003), Kandampully and Suhartanto (2000) showed some empirical findings and research
that confirmed that a desirable brand image would also increase the loyalty of the customers.
In 1965, Reynolds claims that images are formed through an intricate process in the mind that
involves constructing a unique image that stands out, out of the many images that the mind views (p.
69). Meanwhile Keller (1993) regards brand image as the view and perception of a brand that reminds
the consumer of a brand association (p. 3). Similarly Aaker (1991) claims that brand image is a referral
to the relationship consumers have with the brand by way of brand association. In 1992, Biel also
claims that brand image is a group of characteristics and features that link the consumer with the brand.
In Keller's (1993) definition of brand image, he claims that brand is reflective of associations
consumers attach to a certain brand and this includes the brands features and overall benefits.
In general, the brand image can instigate certain feedback such as helping the customer
understand the information given, differentiating the brand from other brands, giving reasons to buy
the product, encouraging a positive feeling and providing a basis for future purchase (Aaker, 1991).
The underlying aspects of a companys marketing strategy described by Roth in 1995 and branding
strategy illustrated by Keller and Aaker in 1993 and 1991 respectively are the creation and
maintenance of the image of the brand. This is the reason for the study of image formation which is
closely tied to satisfaction and loyalty.

2.2. Celebrity Endorsement
McCracken (1989) illustrates that a celebrity endorser is a public figure who has great popularity
representing a brand in an advertisement. Celebrity endorsement advertisements have been known as
"a ubiquitous feature of modem marketing" (McCracken, 1989). Even though celebrity endorsement is
costly, marketers are more than willing to fork out huge amounts of money to get the celebrity
endorsing their product in the hope that the celebrity can be an effective spokesperson for their brand
of product.
Furthermore, celebrity endorsement offers an influential embedded endorsement whereby the
name, face and voice of the celebrity is recognized by millions of consumers. Agrawal and Kamakura
(1995) reported that about 20% of advertisements use one form or another of celebrity endorsement in
their promotions strategy.
The effect of this on consumers, according to McCracken (1989) is that a celebrity gives a form
of cultural meaning which is later transferred to the brand by association. This in turn improves the
consumers' opinion of the advertised brand.
Academicians and marketers need to understand the effectiveness of celebrity endorsement as
this is a crucial factor. There has been quite a lot of research that has examined how these
endorsements work in elevating product status (e.g. Agrawal and Kamakura, 1995; Atkin and Block,
1983; Kamins, 1989; Ohanian, 1991; Tripp et al., 1994).

2.3. Credibility of the Endorser
The real effectiveness of celebrity endorsement for a product depends very much on the source
credibility of the chosen celebrity. The source credibility model states that the effectiveness of the
advertisement is based on the knowledge and trustworthiness of the endorsing company and it is
heighted by Ohanian (1991), Solomon (1996), Lafferty and Goldsmith, (1999) and Lafferty et al
(2002).
Investigate the Impact of Celebrity Endorsement on Brand Image 119

Furthermore, Credibility is established when the consumer perceives the source to have
sufficient knowledge, skills, experience and trust to advocate an unbiased opinion regarding a said
product. Source credibility is often utilized to convey the endorsers positive characteristics that have
an effect on consumers believing the message (Ohanian, 1990).
Furthermore, the endorser has to be trustworthy in terms of honesty, ethics, and believability
(Blech & Blech, 2001). The main characteristics a celebrity must have in order to be an effective
endorser in an advertisement are trustworthiness and expertise.

2.4. Attractiveness of Endorser
The success of celebrity endorsement depends very much on the attractiveness of the celebrity as well.
To understand the importance of attractiveness, consumers need to watch television and other print
media. Generally advertisements employ attractive celebrities or individuals. Consumers are inclined
to have positive stereotypical images of such people and research shows that attractive celebrities are
naturally able to change customer beliefs (Debevec & Kernan, 1984; Chaiken, 1979). Thus according
to Friedman et al., Petty and Cacioppo and also Petroshius and Crocker in 1976, 1981 and 1989
respectively, attractive celebrities make the customers buy the products. In 1972, Cohen and Golden
suggest that celebrity endorsers physical attractiveness is an important criterion to make the message
an effective one among the customers.
An attractive celebrity affects the brand they endorse especially given their star status and
their physical attractiveness (Kamins, 1990). A variety of researches have shown that a physically
attractive celebrity endorser greatly enhances the brand image and its products. Josephs (1982)
literature review in this area gave the conclusion that physically attractive celebrity endorsers play a
positive role in the way a consumer thinks about and assesses a product or brand that they promote.
This notion was also supported by Kahle and Homer (1985) who showed that physical attractiveness of
celebrities creates a great response to the brand image by its target audience. Till and Busler (1998)
validated this insight of using physically attractive celebrity endorsers in advertising as reviewed
above.

2.5. Expertise of the Endorser
Expertise can be described as the extent a messenger or communicator is perceived to be a valid source
of knowledge.
In 1953, Hovland et al and in 1991, Ohanian claims that the endorsers real expertise is
irrelevant and if customers see the endorsers as knowledgeable then that is all that matters. Aaker and
Meyers (1987) advocated that a celebrity who is knowledgeable about the product he or she is
endorsing will be better able to get people to buy the products from the advertised brand (Ohanian,
1991). This is why according to Erdogan (1999) knowledgeable expert celebrities have an influence on
the perception of the brands product quality. In 1988 Speck et al. identified that expert celebrities
make it easier for consumers to recall the product although this difference was not significantly noted.
In the case of celebrity endorsers, even though they do not possess product expertise but their
endorsement is often closely linked to products used in the professional arenas such as Ronaldinho
who is the endorser for Nike soccer boots and Roger Federer as the endorser for Wilson Tennis
Racquets. These advertisements are regarded as persuasive endorsements because these popular sports
figures give credibility to the brands image with their close association of their sport and the products.

2.6. Trustworthiness of Endorser
Trustworthiness in this research refers to the honesty and integrity of the celebrity endorser derived
from the customers point of view (Erdogan, 1999). In 1997, Shimp finds that advertisers use this
criterion of trustworthiness by choosing celebrities or endorsers who are known for their honesty. In
1973 Smith indicated that consumers do not like dishonest celebrity endorsers since the message they
120 Bardia Yousef hakimi, Abed Abedniya and Majid Nokhbeh Zaeim
carry becomes questionable even if the product itself has great qualities. Friedman, et al (1978)
demanded that trustworthiness is the main criteria for source credibility and discovered that likeability
is one of the most crucial avenues for trust. This is why they recommended advertisers to choose
celebrities who are accepted friendly when deciding to select a celebrity to endorse their brands.
Ohanian (1991) found that the trustworthiness criterion of a celebrity was not importantly associated
with customers intention for purchasing a desired brand item. In 1994, Desphande and Stayman state
in their hypothesis that there might be the influence of endorsers ethnicity on the trustworthiness issue
since consumers trust endorsers who are of the same ethnicity as them. Their findings proved that
when the targeted ethnic group is Africans or Asians, ethnicity of the endorser is of paramount
importance.

2.7. Celebrity Match-up Product
In 1980 and 1990 both Forkan and Kamins respectively performed several experiments in order to test
out the Product Match-up Hypothesis. It states that messages portrayed by a celebrity image and the
products message should go hand in hand for the endorsement to work. The match between the
celebrity and brand image showed by Misra in 1990 is dependent upon the degree of expected fit
between these two factors. Advertising a product through a viable celebrity figure with a high product
fit creates a higher level of believability (Kamins & Gupta, 1994; Kotler, 1997).
Kahle and Homer (1985) emphasized the fact that physical attraction of the celebrity has a great
influence on the consumers' attitude towards purchase decision and brand or advertisement recall. Till
and Busler (1998) gave yet another example where the celebrity and the product were a perfect fit;
Cindy Crawford in the Revlon advertisement. Their approach was to prove that rather than physical
attractiveness, product expertise is a more important factor that affects consumer buy-in.
Citing the example of Zidane (a retired footballer player) endorsing football products, Shimps
(2003) suggested that endorsers are most successful when there is a strong and positive relationship
between the endorser and the target audience. In this case Zidanes fans were influenced to purchase
the products he endorsed since it is closely related to his expertise of the sports of soccer.


3. Research Methodology and Hypothesis Development
A way to solve a research problem methodically is called Research Methodology, which involves the
research methods and a review of the logic and thoughts behind the methods.

3.1. Theoretical Framework

Figure 3.1: The flow of the hypothesis


Credibility

Attractiveness

Expertise

Trustworthiness

Celebrity match-up
product
Brand Image

H

H

H

H

H


Investigate the Impact of Celebrity Endorsement on Brand Image 121

The following hypothesis has been developed from the diagram above. It has to be tested to
discover the influence of celebrity endorsement on brand image.
H1: The credibility of the endorser will have a significant positive impact on brand image if the
endorser is properly matched.
Based on the first hypothesis, we want to find out if the customers mindset about the brand is
affected by the creditability of the celebrity and whether it leads to the growth of the image of the
brand.
It is suggested by source credibility that the success of a message is dependent on two factors;
the expertness and trustworthiness of the source (Holvand, Janis, and Kelley, 1953; Sternthal,
Dholakia, and Leavitt 1978). A message source with greater credibility is usually more effective
compared to a message source that has lower credibility (Sternthal, Phillips, and Dholkia 1978).
Behavioral changes are caused by positive attitudes which are created when the message is delivered
by a highly creditable source. (Craig and McCann, 1978; Woodside and Davenport, 1974), so
advertisers trend to go for celebrities which they believe have a greater level of creditability.
H2: There is a significant relationship between the attractiveness of the endorser and brand
image.
A positive feeling is generated towards the speaker if they have a certain level of attractiveness,
which sometimes can lead to the change of beliefs (Chaiken 1979). Attractive spokespeople will turn
out to be to some extent persuasive if they are recognized by, liked by, or similar to consumers
(McGuire, 1985). The connection between celebrity attractiveness and attitude changes towards
products, issues, and advertising evaluations have been shown in many studies (Chaiken 1979; Kahle
and Homer, 1985). A good-looking celebrity can be used to endorse a product related to attractiveness
(Kahle and Homer, 1985). In contrast to this, if the two were inconsistent with each other, then the
favorability of both of them would be compromised (Kamins, 1990). More explanation has been
brought in literature review.
H3: The expertise of the endorser will have a significant positive impact on brand image.
Blech & Blech (2001) explains that it is often the celebritys knowledge, experience, and skill
in a certain product or service that leads to them being selected as the spokesperson for that product or
service. In addition to this, Ohanian (1990) claims that when compared to their attractiveness or
trustworthiness, it is the celebritys observed skill, is of greater importance in explaining buying
intentions. Generally in persuasive communication, the sources expertise and skill refers to the skill
and expertise observed from them, has a positive effect on changing consumers attitudes. Also the
celebritys achievements and special skills may act as a suitable connection with the product, and result
in the endorsement being more acceptable by the consumers (Till and Bulser, 2000). So, referring to
the explanation above and literature review, the aim is to find out whether a celebritys special area of
skills will affect the consumers impression of the product and ultimately improve the image of the
brand.
H4: There is a significant relationship between the trustworthiness of endorser and brand
image.
An endorsers trustworthiness points to his or her honesty, sincerity, and truthfulness, which is
dependent on the target audience (Erdogan, 1999). Advertisers choose endorsers who are regarded as
truthful, believable, and dependable by the public, as they make profit from endorsers who possess
these characteristics (Shimp, 1997). Smith (1973) claims that untrustworthy celebrity endorsers are
viewed upon by the public as undependable message sources, heedless of the other characteristics that
they may possess. Trustworthiness is viewed upon as a major influencing factor on the dependability of
the source and changes in the attitudes of the consumers (Ohanian, 1990). More explanation has been
brought in literature review.
H5: The congruence or fit between the celebrity and the product will have a significant positive
impact on the brand image.
It is the marketers responsibility to match the company or the products image to the
characteristics of the target market, and the celebritys disposition, if they want to create a successful
122 Bardia Yousef hakimi, Abed Abedniya and Majid Nokhbeh Zaeim
message. How well they match the brands and celebrities depends on how well the brands name and
characteristic go with the image of the celebrity (Misra, 1990). In their research, Kahle and Homer
(1985) discovered that consumers brand behaviors, buying decisions, remembrance of a brand, and the
remembrance of the argument of an advertisement are all impacted in a positive way by celebrity
endorsers who are good looking and physically attractive.
The hypothesis asserts that the message carried by the celebritys image and product image
should be appropriate for each other, in order to gain successful advertising results. In addition to this,
the endorsers reputation and area of skills should go well with the product. More explanation has been
brought in literature review.

3.2. Sampling
When a number of sampling units selected from a population are studied, it is known as sampling.

3.2.1. Sampling Plan
Two fundamental ways of sampling are probability and non-probability sampling. When the most
accessible members of a population are selected and a sample is created based on the convenience of
the researcher, it is known as a Convenience sampling. As we required a sample that was not very
difficult to analyze, we chose the convenience sampling from the non-probability sampling methods as
the most appropriate for our study.

3.2.2. Sample Size
Saunders, et al (2009, p.218) claims that one judgmental issue that marketers are always confronted
with is choosing an appropriate number of participants. The study will be more precise if it has more
participants. However, research has proven that by selecting a sample size of 30 participants, one will
obtain the same distribution for the mean as larger samples. Therefore it is advisable to choose a
sample of at least 30 participants in all of the categories that will be studied (Saunders, et al., 2009,
p.218). Therefore in this study at least 30 samples will be collected for each of our different age
categories, giving us a minimum of 150 participants (Gained by multiplying the number of participants
by the largest number of categories.)

3.2.3. Sample Unit
The sample that was chosen for this research was students studying in the Faculty of Management,
with ages ranging from 18 to 33 years old. The reason behind choosing this age group is that they are
usually the targets for advertising media. This target age group is usually a suitable and profitable
market for firm and in many cases regarding different products; they act as market innovators.

3.3. Pilot Study
The 30 questions in the questionnaire have been tested via pilot studies, to determine the consistency of
the questions. After that, using Cronbachs alpha method, the confidence coefficient obtained was
0,809, which indicated that the questionnaire is confidential, which means it is reliable and dependable.
The range of Cronbachs alpha varied from 0.794 (attractiveness-classy) to 0.820 (credibility- have a
good personality). According to the results obtained from the pilot test, scale items for all of the
constructs were deemed dependable and consistent for the population that they targeted.


4. Result Analysis
A total of 150 questionnaires have been collected from students between the ages of 18 to 33 years old
studying in the MMU.

Investigate the Impact of Celebrity Endorsement on Brand Image 123

4.1. Descriptive Analysis, Respondents Profile (Brand Image)
In this section I want to find out the importance of some characteristics of brand image. So respondents
were asked to rank the statements. This part is good for measuring the brand image. The data from the
completed questionnaires are tabulated into charts for easy analysis.

Chart 4.1: Brand Image



4.2. Reliability Test
As table 4.1 shows, the highest -value is 0.792, which is trustworthiness and the lowest one is 0.617,
which is credibility. The overall -value is 0.802. This number shows that the applied questionnaire
enjoys confidentiality or in other words the necessary reliability.

Table 4.1: Reliability Statistics

Variables N of Items - Value
Credibility 4 0.617
Attractiveness 4 0.636
Expertise 4 0.635
Trustworthiness 4 0.792
Celebrity match-up product 4 0.698
Brand Image 5 0.749
Overall 25 0.802

4.3. Hypothesis Testing
In this part Pearson Moment Correlation was used to realize the relationship between credibility and
brand image in order to hypothesis testing. The results of each variable presented in related table.
124 Bardia Yousef hakimi, Abed Abedniya and Majid Nokhbeh Zaeim
H1: The credibility of the endorser will have a significant positive impact on brand image if the
endorser is properly matched.
As table 4.2 shows, the Pearsons Correlation Coefficient, r = 0.162, with p-value = 0.048 <
0.05. The direction is +, so the credibility of endorser has a positive relationship with the brand image.

Table 4.2: Correlations

V1
Dependent Pearson Correlation .162*
Sig. (2-tailed) .048
N 150
*. Correlation is significant at the 0.05 level (2-tailed).

Based on Pearson Moment Correlation, there exist a positive relationship between V1
(Credibility) and Dependent variable (Brand Image). In other words, based on the Pearson Moment
correlation there is a significant relationship between credibility of the endorser and brand image. That
is, as Credibility increases the Brand Image also increase. So H1 is accepted.
H2: There is a significant relationship between the attractiveness of the endorser and brand
image.
As table 4.3 shows, the Pearsons Correlation Coefficient, r = 0.269, with p-value = 0.001 <
0.05. The direction is +, so the attractiveness of endorser has a positive relationship with the brand
image.

Table 4.3: Correlations

V2
Dependent Pearson Correlation .269**
Sig. (2-tailed) .001
N 150
**. Correlation is significant at the 0.01 level (2-tailed).

Based on Pearson Moment Correlation, there exist a positive relationship between V2
(Attractiveness) and Dependent variable (Brand Image). In other words, based on the Pearson Moment
correlation there is a significant relationship between attractiveness of the endorser and brand image.
That is, as Attractiveness increases the Brand Image also increase. So H2 is accepted.
H3: The expertise of the endorser will have a significant positive impact on brand image.
As table 4.4 shows, the Pearsons Correlation Coefficient, r = 0.200, with p-value = 0.014 <
0.05. The direction is +, so the expertise of endorser has a positive relationship with the brand image.

Table 4.4: Correlations

V3
Dependent Pearson Correlation .200*
Sig. (2-tailed) .014
N 150
*. Correlation is significant at the 0.05 level (2-tailed).

Based on Pearson Moment Correlation, there exist a positive relationship between V3
(Expertise) and Dependent variable (Brand Image). In other words, based on the Pearson Moment
correlation there is a significant relationship between expertise of the endorser and brand image. That
is, as Expertise increases the Brand Image also increase. So H3 is accepted.
H4: There is a significant relationship between the trustworthiness of endorser and brand
image.
Investigate the Impact of Celebrity Endorsement on Brand Image 125

As table 4.5 shows, the Pearsons Correlation Coefficient, r = -0.041, with p-value = 0.618 >
0.05. The direction is -, so the trustworthiness of endorser has a negative relationship with the brand
image.

Table 4.5: Correlations

V4
Dependent Pearson Correlation -.041
Sig. (2-tailed) .618
N 150

Based on Pearson Moment Correlation, there exist a negative relationship between V4
(Trustworthiness) and Dependent variable (Brand Image). As you can see p-value = 0.618 > 0.05,
based on the Pearson Moment correlation there isnt any significant relationship between expertise of
the endorser and brand image. So H4 is rejected.
H5: The congruence or fit between the celebrity and the product will have a significant positive
impact on the brand image.
As table 4.6 shows, the Pearsons Correlation Coefficient, r = 0.265, with p-value = 0.001 <
0.05. The direction is +, so the celebrity match-up product has a positive relationship with the brand
image.

Table 4.6: Correlations

V5
Dependent Pearson Correlation .265**
Sig. (2-tailed) .001
N 150
**. Correlation is significant at the 0.01 level (2-tailed).

Based on Pearson Moment Correlation, there exist a positive relationship between V5
(Celebrity Match-Up Product) and Dependent variable (Brand Image). In other words, based on the
Pearson Moment correlation there is a significant relationship between celebrity match-up product and
brand image. That is, as Match-Up increases the Brand Image also increase. So h5 is accepted.

4.4. Multiple Regression Analysis
In this step, linear regression analysis enters method and stepwise method was used to find out which
components of celebrity endorser have the best effect on brand image.

4.4.1. Enter Method
The purpose of using this method is to specify the set of predictor variables that make up the model.
The success of this model in predicting the criterion variable is then assessed.
As table 4.7 shows, Model Summary illustrates R-square value = 0.167. This means 16.4% of
the variation in brand image can be explained by (or accounted for by) the variation in celebrity
endorsement.
If R 0 (R = 0.408), there is a significant relationship between independent variables and
dependent variable.

Table 4.7: Regression Analysis

Model R R Square Adjusted R square
1 .408 .167 .138

126 Bardia Yousef hakimi, Abed Abedniya and Majid Nokhbeh Zaeim
Table 4.8, depicts predictors Celebrity Endorsement can be used to predict Brand Image,
because of the fact that the P-value = 0.000 < 0.05. In the other words, at least one of five predictors
variables can be used to model brand image.

Table 4.8: ANOVAb

Model Sum of Squares df Mean Square F Sig.
1 Regression 10.443 5 2.089 5.757 .000a
Residual 52.239 144 .363
Total 62.682 149
a. Predictors: (Constant), V5, V1, V2, V4, V3
b. Dependent Variable: Brand Image

According to above table, we can obviously realize that celebrity endorsement components
have significant relationships with brand image based on their P-value < 0.05.
As table 4.9 shows, we can see the coefficients with the mean , t value and P-value. With this
table, based on hypothesizes, I want to find out which independent variables has significant impact on
dependent variable.

Table 4.9: Coefficientsa

Model
Unstandardized Coefficients Standardized Coefficients t Sig.
B Beta
1
(Constant) 2.210 4.304 .000
V1: Credibility .062 .056 .657 .512
V2: Attractiveness .204 .208 2.547 .012
V3: Expertise .168 .154 1.774 .078
V4: Trustworthiness -.237 -.226 -2.675 .008
V5: Match-Up .255 .232 2.683 .008
a. Dependent Variable: Brand Image

As you can see from table 4.9, for V1, the P-value = 0.512 > 0.05, so there isnt any significant
relationship between Credibility of the endorser and Brand Image.
For V2, the P-value = 0.012 < 0.05, so there is a significant relationship between Attractiveness
of the endorser and Brand Image.
For V3, the P-value = 0.078 > 0.05, so there isnt any significant relationship between Expertise
of the endorser and Brand Image.
For V4, the P-value = 0.008 < 0.05, so there is a significant relationship between
Trustworthiness of the endorser and Brand Image, but as you can see t = - 2.675, when Trustworthiness
of the endorser increase it will lead to decrease the brand image.
For V5, the P-value = 0.008 < 0.05, so there is a significant relationship between Celebrity
Match-Up Product and Brand Image.

4.4.2. Stepwise Regression Analysis
Now, for more clear answer, in the next step stepwise regression analysis was used to identify the exact
significant predictors. In the other words, I want to find out which determinants of celebrity endorser
have the most impact on brand image.
As table 4.10 shows, attractiveness as variable 2 explains 7.3% of the brand image. After
attractiveness, the inclusion of celebrity match-up product explains additional 3.5% of the brand image.
The inclusion of the trustworthiness explains additional 2.9% of the brand image. The inclusion of the
expertise explains additional 2.7% of the brand image. So attractiveness, celebrity match-up product,
trustworthiness and expertise together explains 16.4% of the brand image, compare with 16.7% by all
predictors.

Investigate the Impact of Celebrity Endorsement on Brand Image 127

Table 4.10: Regression Analysis

Model R R Square Adjusted R Square Std.Error of The Estimate
1 0.269a 0.073 0.066 0.62672
2 0.329b 0.108 0.096 0.6166
3 0.370c 0.137 0.12 0.60861
4 0.405d 0.164 0.141 0.60112
Predictors: (constant), V2
Predictors: (constant), V2, V5
Predictors: (constant), V2, V5, V4
Predictors: (constant), V2, V5, V4, V3

According to the table 4.11, the P-value of the predictors (attractiveness, celebrity match-up
product, trustworthiness and expertise) is 0.000 which is < 0.05, so there is a significant relationship
between these predictors and brand image.

Table 4.11: ANOVA

Model Sum of Squares df Mean Square F Sig.
4 Regression 10.286 4 2.571 7.116 .000d
Residual 52.396 145 .361
Total 62.682 149

According to the next table (4.12), for every unit increase in attractiveness, brand image will go
up by 0.212 units, provided other variables, match-up, trustworthiness, expertise remain unchanged.
For every unit increase in celebrity match-up product, brand image will go up by 0.257 units, provided
other variables, attractiveness, trustworthiness, expertise remain unchanged. For every unit increase in
trustworthiness, brand image will go down by -0.233 units, provided other variables, attractiveness,
match-up, expertise remain unchanged. For every unit increase in expertise, brand image will go up by
0.190 units, provided other variables, attractiveness, match-up, trustworthiness, remain unchanged.
The p-value of all the variables is < 0.05. So, there is a significant relationship between all the
variables and brand image, except credibility.

Table 4.12: Coefficients

Model
Unstandardized Coefficients Standardized Coefficients
t Sig.
B Std. Error Beta
4 (Constant) 2.307 .491 4.701 .000
Attractiveness .212 .079 .216 2.686 .008
Match-Up .257 .095 .233 2.706 .008
Trustworthiness -.233 .088 -.222 -2.644 .009
Expertise .190 .088 .174 2.158 .033
a. Dependent Variable: Brand Image

4.4.3. Multiple Linear Regressions Equation
Brand Image = 2.307 + 0.212 (attractiveness) + 0.257 (match-up) 0.233 (trustworthiness) + 0190
(expertise).

Interpretation
For every unit increase in attractiveness, brand image will go up by 0.212 units, provided other
variables, match-up, trustworthiness and expertise remain unchanged.
For every unit increase in match-up, brand image will go up by 0.257 units, provided other
variables, attractiveness, trustworthiness and expertise remain unchanged.
128 Bardia Yousef hakimi, Abed Abedniya and Majid Nokhbeh Zaeim
For every unit increase in trustworthiness, brand image will go down by -0.233 units, provided
other variables, attractiveness, match-up and expertise remain unchanged.
For every unit increase in expertise, brand image will go up by 0.190 units, provided other
variables, attractiveness, match-up and trustworthiness remain unchanged.


5. Conclusion and Recommendations
5.1. Achievement of Objectives
This chapter will explain about the discoveries of this research and the significant influential factors,
which as indicated by the results in the earlier chapter, have an impact on the decision making of
customers and the image of the brand.

5.1.1. Credibility and Brand Image
It is shown that there exists a major relationship between the credibility of the endorser of a product
and its brand image among Malaysian consumers in the clothing industry. The findings of this research
back up the hypothesis and support the studies that have been conducted in the past. Just as was
expected in the research context, the properties that signal ones credibility (image, popularity,
integrity and a good personality) have a considerable positive relationship with brand image.
This finding is related to researches conducted in the past, which claimed that once individuals
already have a positive feeling about the message that is delivered, even a source that does not have
credibility could be more persuasive (Aaker & Myers, 1987).

5.1.2. Attractiveness and Brand Image
In the same way as was foreseen in the proposed model, good looks and attractiveness of the endorser
has a major influence on brand image. The Kahle and Homer (1985) statement, which mentioned that
positive emotional response influences consumer approach behavior, can be proven by the discoveries
made in this research. Then again, the finding is in line with other research discoveries that confirm the
relationship between endorsers attractiveness and brand image. Along the line of celebritys
attractiveness, most respondents felt that the endorsers attractiveness and good looks did have an
effect on the product.

5.1.3. Expertise and Brand Image
As predicted in the context of the research, the expertise and skill of the endorser has a major positive
relationship with the brand image. The outcome of this study proves this hypothesis, and it verifies the
earlier studies. According to the results of this study, Malaysian consumers think that the expertise and
the skill of the endorser, like (experience, qualified to talk about the certain product, skill and
knowledge) influences their decision to purchase.
The result supports the previous findings. (Hovland and et al., 1953; Dholakia and Sternthal,
1977; Ohanian, 1991; Solomon, 1996; Lafferty and Goldsmith, 1999; Lafferty et al., 2002), claim that
the success and usefulness of an advertisement is greatly dependent on the consumers perception of
the expertise of the endorser.

5.1.4. Trustworthiness and Brand Image
The discoveries of this study could not show the relationship between the trustworthiness of the
endorser and brand image, therefore the outcome of this research cannot prove this hypothesis. Based
on the researches conducted in the past and literature sources, this research expected the endorsers
trustworthiness to have an influence on the brand image. Here by trustworthiness it is meant Honesty
and reliability of the celebrity endorser, which is gained from the consumers perception (Erdogan,
1999). Ohanian (1991), discovered that the consumers decision to purchase a product of a particular
brand was not greatly affected by the trustworthiness of the celebrity endorser. However, these
Investigate the Impact of Celebrity Endorsement on Brand Image 129

researchers investigated each factor separately and the whole process was still not fully understood.
This research extended the discoveries made before by creating a significant relationship between the
source of trustworthiness and brand image.

5.1.5. Celebrity Match-Up Product and Brand Image
As was expected in the proposed model, celebrity match-up product has a considerable influence on
the image of the brand. Regarding the assessment of the effect of match-up between products and
celebrity endorsers, the studys discoveries support the product match-up hypothesis, which states that
the message sent by the celebrity and the message sent by the product must be matching and consistent,
in order for the advertisement to be effective (Forkan, 1980). If when advertising a product the
advertisers use an appropriate celebrity who matches the product and is compatible with it, then the
advertisement will be effective, and the celebritys believability will increase (Kamins and Gupta,
1994).
Basically, the outcome of this research has shown the importance of suitable match-up between
celebrity endorsers and the products they endorse, in order for effective and persuasive advertisements.
As displayed in the literature review section, many academic researchers have indicated the
undesirable side effects of unsuitable connection between celebrity endorsers and the products that they
endorse in advertisements.

5.2. Recommendation
It is recommended that various elements like the subjects education level, or the endorsers gender and
race should be considered to give a more precise analysis of the effectiveness of the endorser.
This study only concentrated on the students of Multimedia University, so the results might not
be generalized to other universities or consumers outside the range of university students. In further
studies, secondary school children or working people could be examined.
It is also valuable to match a celebrity with a product properly, in order to build an appeal that
will attract the interest of the customers and result in them purchasing the product.

5.3. Future Research
For suggestions of future research, replications and expansions of the this study should be conducted
along with a comparative analysis study of the consumer point views towards celebrity endorsement
between a developed country and a developing country such as Malaysia. This would expand the scope
of this research even further. Moreover, because this research has concentrated its attention on
consumers within the 18-33 years old age group, researches conducted in the future can focus on a
different range of age in Malaysia, which could reveal various viewpoints and information about this
topic.
The areas that require further research are areas that have not been covered before, especially
regarding the Malaysian range of consumers. The Malaysian population is not very big, but in its small
size bares great diversity, thus various researches targeting various groups of people with different
ethnicities and also according to their socio-economic classes need to be conducted.


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