Paradigms
A Research Journal of Commerce, Economics, and Social Sciences
Online ISSN: 2410-0854
Print ISSN: 1996-2800
 
     
 

Paradigms Journal

COMPARATIVE ANALYSIS OF CELEBRITY AND NON-CELEBRITY ADVERTISEMENT
Author(s) :
Ammar Asad (Noor Bank, Dubai, UAE)
Muhammad Naseem Hayat
Shafaqat Mehmood (Faculty of Commerce, University of Central Punjab, Lahore, Pakistan)
Abstract
This study is undertaken to make a comparative analysis of celebrity advertisement and non-celebrity advertisement with respect to attitude toward advertisement, attitude toward brand, purchase intentions, and advertising attributes. For this purpose, a simple random sample of 200 students studying four different disciplines was taken from the Private University in Lahore. For econometric proof, reliability analysis, descriptive analysis, and independent sample T-test was used to interpret the results. Our findings show that there is no significant difference between celebrity and non-celebrity advertisement with respect to attitude toward advertisement, attitude toward brand, purchasing intentions, and advertising attributes. The limitations and recommendations of this research are also given.
Keywords: Celebrity advertisement; Non-celebrity advertisement; Attitude toward advertisement; Attitude toward brand; Purchase intentions; Advertising attributes.
 
 

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