Browsing by Author "Seife, Elias"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Factors Affecting the Effectiveness of Celebrity Endorsed Advertisements the Context of Ethiopian Banking Industry
    (Addis Ababa University, 2016-05) Seife, Elias; Negi, Rakshit (PhD)
    The purpose of this study is to examine the factors that affect effectiveness of celebrity endorsement advertisements. Trustworthiness, expertise, physical attractiveness and celebrity product match-up has been examined as the potential factors that affected purchase intention to use bank services. The results showed that perceived trustworthiness of the celebrity, perceived expertise of the celebrity and perceived celebrity product congruence/match-up has a positive influence on purchase intention. However, perceived attractiveness of the celebrity has not been found having a significant influence on the purchase intention of consumers purchase intention.