Journal of Supply Chain Management Systems

2013 | Volume 2 | Issue 1

Exploring the Impact of Single Celebrity Vs Multiple Celebrity Endorsement on Consumers Brand Choice Behavior

1. Jayswal Rachita M

2. B. K. Nirmal

3. Panchal Priya K

Received
26-Mar-2013 		Accepted
- 		Published
26-Mar-2013
Abstract
Multiple celebrity is defined as the use of two or more celebrities in an advertising campaign (Hsu & McDonald, 2002) while single celebrity endorsement refers to the use of only one celebrity in an advertising campaign. This study aims to analyze the impact of single vs. multiple celebrity attractiveness and product match-up on consumer brand choice behavior by conducting an experiment. Questionnaires were administered on a sample of 250 respondents. Correlation analysis was significant, and after that multiple regressions were used to test the impact on consumer brand choice behavior of single vs. multiple celebrity endorsement. Implications of advertising strategy, limitations of this research, and the scope for future research are discussed.
Keywords Multiple Celebrities, Single Celebrity, Celebrity Attractiveness, Celebrity Product Match-Up, Consumer Brand Choice Behavior.
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