CELEBRITY ENDORSEMENT IN ADVERTISING AFFECTS THE PURCHASE DECISION OF SCOTCH'S CONSUMER IN BANGKOK AREA

Abstract

The main objective of this dissertation is to study the effect of Celebrity Endorsement in advertising on Brand Image, Purchase Decision, Opinion of Scotch’s consumer, Brand Image of Scotch in consumer’s mind and Purchase Decision of Scotch’s consumer in Bangkok area.

The samples were collected from 400 participants who saw Scotch’s advertising performed by celebrity endorsement in Bangkok area by mean of Multi-Stage Sampling. The questionnaire was the key tool to collect data for a preliminary analysis based on Descriptive Statistics such as Percentage, Mean, Standard Deviation (SD) and used Multiple Linear Regression to justify Hypothesis Testing at a significance level of 0.05

The research found that the majority of respondents are single women aged between 26-35 years working in a private company with a bachelor’s degree and average income above 40,000 Baht per month. Most of them purchased Scotch Bird's Nest as a nutrition food and the frequency in purchasing was for special occasions. Furthermore, they frequently watched advertising of Scotch Bird's Nest 1 or2 times a week and Sririta Jensen is their most admirable celebrities.

In conclusion, the result of the test indicated that the Celebrity Endorsement in Advertising affected the purchase decision of Scotch’s consumer in Bangkok area at statistical significance level of 0.05. Attractiveness was playing a major influential factor for the consumer followed by Similarity, Trustworthiness, and Respectability. On the contrary, Expertise of celebrities had no significantly effect on consumer’s purchase decision.