Celebrity endorsement in advertising on brand image: impacts on young adults

This research paper investigate the most appealing attributes of the celebrity endorsers that young adults find most appealing and also to examine whether the use of celebrity endorsement gives an impact to the brand image. Apart from that, this research seeks whether the young adults purchase intentions influenced by the celebrity endorsers. A focus group study was conducted according to interviewee's gender and all of them aged between 18 to 25 years old. Results found that interviewees favor advertising that using celebrity endorsers who have a good appearance, skills and also credible. They identified that celebrities having good background and image is the main factor to consider by the marketers to select celebrity endorsers. The interviewees discussions lead to findings that using a celebrity as an endorsers will increase the brand awareness, increase purchase intentions and encourage trial. Theoretical models were constructed and proposed after all the findings.