Factors Affecting the Effectiveness of Celebrity Endorsed Advertisements the Context of Ethiopian Banking Industry

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dc.contributor.advisorNegi, Rakshit (PhD)
dc.contributor.authorSeife, Elias
dc.date.accessioned2021-05-04T08:43:42Z
dc.date.accessioned2023-11-04T14:09:21Z
dc.date.available2021-05-04T08:43:42Z
dc.date.available2023-11-04T14:09:21Z
dc.date.issued2016-05
dc.description.abstractThe 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.en_US
dc.identifier.urihttp://etd.aau.edu.et/handle/123456789/26288
dc.language.isoen_USen_US
dc.publisherAddis Ababa Universityen_US
dc.subjectphysical attractivenessen_US
dc.subjectcelebrity producten_US
dc.subjectTrustworthinessen_US
dc.titleFactors Affecting the Effectiveness of Celebrity Endorsed Advertisements the Context of Ethiopian Banking Industryen_US
dc.typeThesisen_US

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