%0 Journal Article
%T Consumer Attitudes Toward Advertisement and Brand, Based on the Number of Endorsers and Product Involvement: An Experimental Study
%A Tanti Handriana
%A Wahyu Rahman Wisandiko
%J -
%D 2017
%R https://doi.org/10.22146/gamaijb.18338 https://doi.org/10.22146/gamaijb.18338
%X Utilizing endorsers in the advertising industry to promote products is currently on the rise, and employing celebrities as the endorsers is still the marketers¡¯ favorite method. This study aims to analyze the influence of the number of endorsers and the product¡¯s involvement on the consumers¡¯ attitude towards the advertisement and the brand. The research¡¯s approach used a 2x2 factorial experimental design. A total of 120 undergraduate students, who were further divided into 4 groups, were selected as the respondents of this study. The results show the differences in consumer attitudes towards advertisements and the brand, based on the number of endorsers and the product¡¯s involvement. The study also reveals that if there is low involvement with the product, multiple celebrity endorsements will generate a better consumers¡¯ attitude towards it than a single celebrity endorsement. Multiple celebrity endorsements will also generate a better attitude among the consumers towards the brand than a single celebrity endorsement will produce
%U https://jurnal.ugm.ac.id/gamaijb/article/view/18338