American Journal of Scientific Research

ISSN 1450-223X Issue 13 (2011), pp.59-70

© EuroJournals Publishing, Inc. 2011
http://www.eurojournals.com/ajsr.htm

The Effect of using Celebrities in Advertising on the Buying

Decision "Empirical Study on Students in Jarash
Private University"

Mohammad, O. Al Zoubi
Assistant Professor, Business administration Department, Jarash Private University, Jordan
E-mail: moh_zooubi@yahoo.com

Mohammad, T. Bataineh
Assistant Professor, Business administration Department, Jarash Private University, Jordan
E-mail: aboqais2003@yahoo.com

Abstract

This study is based on a field work, of which population included economic faculty
student in Jarash University who were enrolled in all BA programs. Other student
Categories were not included in the study.
The study used a convenience sample of 91 students from the mentioned university.
And we used a very common method to collect the data needed in our research, that
is a questionnaire. This questionnaire was designed to measure the effect of using
celebrities on buying decision; it contains three main sections concerning the main
variables of the study. The first section intended to measure consumer attitudes towards the
attractiveness of celebrities(variable 1), where the second section designed to assess the
influence of celebrities on consumers' brand choice behavior (variable 2), and the third
section designed to compare between the influence of using celebrities and non-celebrities
on the buying decision of consumers (variable 3).
The most important research findings of the study include the followings:
1. The Television advertising, which uses celebrities is attractive, this means the
hypothesis one is accepted, this indicate to The Television advertising, which
uses celebrities, is attractive.
2. There is no effect of using the celebrities on the buying decision, this means
the hypothesis two is rejected, this indicate to the using the celebrities haven’t
a significant effect on the buying decision.
3. Using celebrities has no greater effect than non – celebrity on consumer
buying decision. this means the hypothesis three is rejected, this indicate to
the using the celebrities hasn’t a significant effect than non – celebrity on
consumer buying decision.
The study made a number of recommendations. The most important were:
1. Use celebrities in advertising, because of high attractiveness, can help the
customers to remember the brand during shopping, and using celebrities can
get more attention than the advertisements that don't.
2. Try to offer more details about the product that use celebrities.
The Effect of using Celebrities in Advertising on the Buying Decision "Empirical Study on
Students in Jarash Private University" 60

3. The importance of conducting more studies about this topic, and to focus on
the range of customers' ages.

Keywords: Celebrities, Buying decision, Advertising.

Introduction
As we all know, the promotion plays an important role in achieving the organization's goals and
strategies, especially in the market field .the biggest improvement in these field is the celebrity
involvement as a promotional technique, which enhances the buying decision and loyalty.
Advertisers believe that using celebrity endorser will foster, in the mind of the consumer, a
match or connection between the celebrity endorser and endorse brand (Costanzo, Paul J 2005).
Billions of dollars spent per year on celebrity endorsement. Contract shows that celebrities play
an important role for the advertisement industry. Nowadays many companies choose celebrities as an
endorser for their advertising campaigns. Use of super stars in advertising campaigns attracts a lot of
attention from the public.
The three main questions include: when do companies use celebrity endorser in their
advertising; how do companies select the celebrity endorser and how do companies handle the risks of
using celebrity endorser in their advertising (junokaite, kammile et al 2007).
Considering the celebrities as reference group that affect positively on the buying decision of
consumers, from this point of view, most of the organization try to use the celebrities as a promotion
tool to affect on the buying decision of customers ,in order to the market share of this organization.

The Problem of the Study

Does the use of celebrities in commercial affect positively on the buying decision of the customers?

The Purpose of the Study

Find the relationship between the celebrities on advertising and the buying decision of consumers.

Justification
Because of the competitive environment in the market these days, we noticed that every successful
organization uses celebrities to endorse its brands.
Because of the competitive environment on the market, we find that every successful
organization uses celebrities in its commercials.
So, we (the researchers) will study the influence of celebrities on the buying decision of the
consumers.

Literature Review
Nowadays, the marketing environment become more competitive and the customers become more
aware. So, marketers need to duplicate their efforts, or to create new ways to sell their products or to
convince the consumer with those products or to add credibility to their ads, one of these ways is using
celebrities in advertising.
There are many influences that affect the buying decision of consumers, and these are the three
major influences:
1. Situational influences.
2. Psychological influences.
61 Mohammad, O. Al Zoubi and Mohammad, T. Bataineh

3. social influences , includes :

• roles
• family
• social classes
• culture and subcultures
• Reference groups and opinion leaders:
o Reference group definition: "any group that positively or negatively affects a person's
values, attitudes, or behavior"(Pride and Ferrell, 2003).
According to this definition, we -as researchers- derived that celebrities are part of reference
groups, and we will study its effect on the buying decision of customers.
Alsmadi (2006) 69-84 said that (Schlecht, 2003): "A celebrity is a well-known personality who
enjoys public recognition by a large share of a certain group of people".
* "Celebrities are individuals who enjoy public recognition and who use this recognition on
behalf of a Consumer good by appearing with it in an advertisement". (Junokait, et al, 2007).
* "a celebrity is a well known personality "actor, entertainer, or athlete" who is known to the
public for his or her accomplishment in areas other than the product class endorsed". (Shimp, 2003).
As Christina Schlecht (2003) said:
"Celebrities are people who enjoy public recognition by a large share of certain Group of
people. Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just examples
and specific common characteristics cannot be observed, it can be Said that within a corresponding
social group celebrities generally differ from the social norm and enjoy a high degree of public
awareness. This is true for classic forms of celebrities, like actors (e.g. Meg Ryan, Pierce Brosnan),
models (e.g. Naomi Campbell, Gisele Buendchen), sports athletes (e.g. Anna Kournikova, Michael
Schumacher), entertainers (e.g. Oprah Winfrey, Conan O’Brien) and pop stars (e.g. Madonna, David)".
(Pride and Ferrell, 2003):
"The buying behavior is the decision processes and acts of people involved in buying and using
products. And the consumer buying decision is the buying behavior of people who purchase products
for personal or household use and not for business purpose".
Research suggests that consumers generally go through the following evaluative steps when
making a purchasing goods or services. It is important to note, that in some cases, some of these steps
may be bypassed. This will essentially depend on issues including:
• The purchase price of the good or service being purchased
• The relative degree of product technicality
• The frequency of purchase.(Google- buying decision.doc)

Consumer buying Decision Process

Problem Information Evaluation of Purchase Post

recognition search alternatives purchase
evaluation

According to (Alex L. Brown)

1. Problem Recognition (awareness of need): difference between the desired state and the actual
condition. Deficit in assortment of products. Hunger: Food. Hunger stimulates your need to eat.
Can be stimulated by the marketer through product information: did not know you were
deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you
need a new pair of shoes.
2. Information search:
• Internal search, memory.
The Effect of using Celebrities in Advertising on the Buying Decision "Empirical Study on
Students in Jarash Private University" 62

• External search if you need more information. Friends and relatives (word of mouth). Marketer
dominated sources; comparison shopping; public sources etc.
• A successful information search leaves a buyer with possible alternatives.
3. Evaluation of Alternatives: need to establish criteria for evaluation, features the buyer wants or
does not want. Rank/weight alternatives or resume search. May decide that you want to eat
something spicy, Indian gets highest rank etc. If not satisfied with your choice then returns to the
search phase. Can you think of another restaurant? Look in the yellow pages etc. Information
from different sources may be treated differently. Marketers try to influence by "framing"
alternatives.
4. Purchase: May differ from decision, time lapse between 4 & 5, product availability.
5. Post-Purchase Evaluation: outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have
you made the right decision. This can be reduced by warranties, after sales communication etc.
After eating an Indian meal, may think that really you wanted a Chinese meal instead. The
evaluation for low involvement purchases occurs after the purchase, but for the high involvement
purchases the evaluation occurs before the purchase.
According to the importance of the purchase, the amount of money that involve, and the social
needs that the purchase may satisfy, consumer buying decision may be a (High involvement decision)
or (low involvement decision).
High involvement decisions usually go through the process mentioned above. But there are two
types of low involvement decisions:
1. Inertia: when there are few differences between brands and a little risk associated with making
a decision, consumer may buy brands randomly, or buy the same brand repetitively to avoid
making a decision.
2. Impulse purchase and variety seeking: when consumers impulsively decide to purchase a
different brand from their customary choice or some new variety of product.
(John W. Mullins, et al, marketing management, p 99- 107)

Endorser Attributes
Research has shown that effective celebrities must be assessed against five Essential attributes, usually
referred to as ' TEARS ' model (Shimp, 2003):
1. Trustworthiness: honesty, integrity, and believability of an endorser. It reflects the extent to
which audience members trust and believe what celebrities say regarding the advertised brand.
2. Expertise: knowledge, experience, and skills of an endorser regarding the advertised brand. For
example, a sport athlete considered to be an expert when he/she endorses sport related products.
3. Attractiveness: all characteristics that make an endorser attractive to audience members (e.g.
physical look, personality properties, attractive lifestyle … etc.).
4. Respect: refers to the quality of being admired or esteemed due to endorser's overall
accomplishments.
5. Similarity: represents the extent to which an endorser matches target audience on characteristics
related to the endorsement relationship (sex, age, lifestyle … etc.).
Endorser Select on Criteria (Alsmadi, 2006)
The decision to select celebrity endorsers in television advertising is very important, at least partly, due
cost consideration. Marketers and advertising makers use variety of select on criteria. Below is a list of
the most important ones:
1. Celebrity/audience match up: compatibility between an endorser and the target audience. It
represents the extent to which the target market relates positively to the endorser.
2. Celebrity/brand match up: compatibility between an endorser and the image desired for the
endorsed brand.
63 Mohammad, O. Al Zoubi and Mohammad, T. Bataineh

3. Celebrity Credibility. Researchers in the area of gender matching found gender to have an impact
on celebrity appeal. Female celebrities have gained popularity and the marketability of
professional female athletes has increased Venus Williams, considered the richest woman in
sports, has received 8 million dollars annually for endorsements on Reebok. Female celebrities
are often times also perceived by the consumer to be more credible than male celebrities are.
(Paul J. Costanzo Janelle E. Goodnight, Journal of Promotion Management, Vol. 11(4) 2005).
4. Celebrity Attractiveness: This factor argues that consumers generally have a more positive
attitude towards attractive people. McGuire (1985) argues that the effectiveness of a message
depends on the similarity, familiarity and liking of the endorser. Research has shown that
physically attractive endorsers are more successful at changing beliefs (Chaiken, 1979).
Similarity is a supposed resemblance between the source and the receiver of the message while
familiarity refers to knowledge of the source through exposure. Likeability is affection for the
source as a result of physical appearance, behaviour and other personal traits.
5. Cost consideration: the cost of acquiring a celebrity's services is an important issue in the
advertising industry. Often, marketers have to pay top celebrities huge amounts of money for
their endorsement services. Tiger Woods received $54 million for endorsements from 11
companies in 2000 (Ferguson, 2000) and was reported to have recently received endorsements
deals totaling $62 million annually in 2002 from endorsements alone. The Burns Entertainment
and sports marketing Service (2001) reported that Tiger Woods has received endorsement deals
from Nike ($20 million), Titleist Golf Clubs ($2 million),Rolex watches ($1.5 million), American
Express ($5 million), Buick($ 6 million), Asahi ($6 million), EA Sports ($6 million), and CBS
sports line ($1 million). (Paul J. Costanzo Janell, 2005).
6. Working ease/difficulty: represents how easy/difficult is to deal with an endorser. Some
celebrities are arrogant, tough, noncompliant or inaccessible. Many brand managers prefer to
avoid the 'hassle' of dealing with them.
7. Saturation factor: refers to whether an endorser is overexposed to the media (multiple brand
endorsement). If a celebrity endorses several brands, his/her perceived credibility will suffer.
8. The trouble factor: refers to the evaluation of the likelihood that a celebrity will get into troubles
after an endorsement (e.g. Drugs, rape, c h i l d - m o l e s t a t i o n… etc). Due to these unfortunate
incidents, coupled with the high cost of endorsement, many brand managers and advertising
makers consider celebrities as
High - risk endorsers. (Blakeley, 2001). Some avoid celebrity endorsement altogether, while
others conduct thorough and careful scrutiny in selecting celebrities.
Simply assuming that a person just has to be famous to represent a successful spokesperson,
however, would be incorrect, with a considerable number of failures.
According to (Walker et al. 1992) Results show that a number of celebrity endorsements
proved very successful, whereas others completely failed, resulting in the ‘termination’ of the
respective celebrity communicator.

Previous Studies
Many studies have been done to examine the effect of celebrity endorsements on consumer behavior
(buying decision).
Stephen K. Koernig and Thomas C. Boyd(2009) examine the roles of product-endorser "fit"
with celebrity and non-celebrity endorsers by comparing the effects of a famous athlete and an
unknown model on a variety of consumer responses. The results of the first experiment suggest that a
famous athlete is more effective when endorsing a sport brand than a non-sport brand. In the second
experiment, an anonymous model is identified as either a famous athlete or not and is paired with
either a sport-related brand or a non-sport brand. Results indicate that an anonymous model identified
The Effect of using Celebrities in Advertising on the Buying Decision "Empirical Study on
Students in Jarash Private University" 64

as an athlete is more effective as an endorser where there is a match between the endorser and the
product
Sami al Smadi (2006) found in his study -about consumer attitudes towards the role of
celebrity endorsement in television advertising in Jordan- that Jordanian consumers were generally
positive about many aspects of this dynamic issue in advertising strategy. They also showed an interest
in the relationship between celebrities and endorsed products in advertising. They seemed to believe in
the importance of the match-up between the two. Yet, the majority did not seem to view this kind of
advertising convincing enough, in principle, to affect their brand choice behavior.
Hee-Jung Kim, Wei-Na Lee, and Sejung Marina Choi (2005) Illustrate differences between
the two cultures in the implementation of celebrity advertising. Celebrities in U.S. advertising often
portrayed themselves (i.e., they served as spokespersons), whereas the majority of Korean celebrities
acted in roles. As spokespersons, celebritiesare no doubt being used for their unique attributes that are
compatible with the products.
Christina Schlecht (2003) Found in her study that celebrity endorsement advertising strategies
can under the right circumstances indeed justify the high costs associated with this form of advertising.
Paul J. Costanzo Janelle E. Goodnight (2005) Found in their study that the use of celebrities
did not significantly result in higher brand recall. It may be of interest to note that in addition to poor
recall of celebrities and corresponding brands endorsed, subjects connected the celebrity to
competitors’ brands.
Sejung Marina Choi Nora J. Rifon, (2005) American Academy of Advertising Conference
Proceedings; p9-9. Found that the present study advance our theoretical understanding of the celebrity
endorsement configuration, in particular, the match between celebrity and product and aid advertisers
in identifying an appropriate endorser for their products.
Chris Dubelaar (2002) The motivation for our theory arises from the dissatisfaction with
existing explanations for the “matchup” hypothesis. Much of the dissatisfaction occurs because of the
lack of explanation of what constitutes “fit”. our theory is a theory of fit, one which tries to elucidate
both the mechanism as well as the structural element required for this to occur.

Research Hypotheses
H1: consumers are likely to consider the advertising that use celebrities as an attractive advertising
H2: using celebrities in advertising influence positively on consumer buying decision
H3: using celebrities has a greater impact than non – celebrity on consumer buying decision.

Methodology
Data Collection Instrument and Method:
In this study we will use a very common method to collect the data needed in our research, that is a
questionnaire. This questionnaire was designed to measure the effect of using celebrities on buying
decision; it contains three main sections concerning the main variables of the study. The first section
intended to measure consumer attitudes towards the attractiveness of celebrities(variable 1), where the
second section designed to assess the influence of celebrities on consumers' brand choice behavior
(variable 2), and the third section designed to compare between the influence of using celebrities and
non-celebrities on the buying decision of consumers (variable 3). We will use One sample t- test to
measure our hypothesis.
A five-point Likert scale was used for measurement. The scale consisted of five levels of
agreement, beginning with strongly disagree up to strongly agree (1=strongly Disagree, 2=disagree,
3=neutral, 4=agree and, 5=strongly agree).
65 Mohammad, O. Al Zoubi and Mohammad, T. Bataineh

Variable Measurements
Conceptual Definitions
We defined the variables earlier (in theoretical framework),

Operational Definitions
Celebrity endorsement: represent actors, athlete and singer.
Attractiveness: any person that make an endorser attractive to audience members.
Non celebrity: any person used in advertising who are not popular.
Buying decision: represent final decision.
X1: refers to independent variable.
Y1: refers to dependent variable.
H1: x1 refers to the attractiveness the advertising, and we will measure it by consumer
attention, advertising popularity, and enjoy ability .
Y1: refers to using celebrities.
H2: x2 refers to using celebrities
Y2: refers to buying decision and we will measure it by:
Recall, awareness, and acceptance.
H3: x3 refers to celebrity endorsement
X4 refers to non-celebrity endorsement.
Y3 refers to consumer buying decision.

The Population of the Study

This study is based on a field work, of which population included economic faculty student in Jarash
University who were enrolled in all BA programs. Other student Categories were not included in the
study.

The Sampling Procedures

This study used a convenience sample of 91 students from university.
We have used a questionnaire to collect data needed in this study; this questionnaire consists of
three main sections and ten statements; as follow:
• Statements from 1-5 measure the attractiveness of advertising that use celebrities.
• Statements from 6-9 measure the effect of using celebrities on the buying decision.
• Statement number 10 measures the impact of using celebrities over non- celebrities on the
buying decision.

Limitations
• In this study the sample was relatively small (91) students, and this study depend on students
sample, so we can't generalize this results in whole market, due to limited resources.
• Limited time; we don’t have enough time to study this topic as suppose to be.
Celebrity endorsers were found to be effective in an advertising, similar to results from studies
involving American consumers. However, international advertisers should understand the mediating
role of credibility and assess the credibility of the endorser more carefully in order to achieve the most
efficient and effective strategy. High costs in securing celebrity endorsers, weighted on the other side
by potential opportunities for building brand equity, suggest that international advertisers would be
wise to do their homework.
The Effect of using Celebrities in Advertising on the Buying Decision "Empirical Study on
Students in Jarash Private University" 66

The Summary and Results

The results of the study which aims to explore the using of celebrities in advertising and their effect on
the buying decision. The results show based on hypotheses of study.

Demographic Variables
The sample was chosen randomly from population of study, the sample contain of (91) students, tables
(1) shows that.

Distribution of age Variable on a Sample

Table 1: Distribution of age variable on a sample.

gender variable frequencies percentage

Male 38 41.8
female 53 58.2
total 91 100

From Table (1), female has the highest percentage (58.2%) and male has the percentage
(41.8%).

Distribution of Education level Variable on a Sample

Table 2: Distribution of education level variable on a sample.

The study year Frequencies Percentage

First 17 18.7
Second 20 22
Third 27 29.7
Fourth 27 29.7
total 91 100

Table(2) shows that the third and fourth study year have the highest percentage which reached
(29.7%), then the percentage (22%) for second year, but the lowest percentage reached (18.7%) for
first study year.

Distribution of Position Variable on a Sample

Table 3: Distribution of position variable on a sample.

The position variable frequencies percentage

Accounting 32 35.2
Science of finance and banking 11 12.1
Business administration 44 48.3
general administration 4 4.4
total 91 100

Table (3) shows that the highest percentage (48.3%) for business administration, then the
percentage (35.2%) for Accounting, then (12.1%) for Science of Finance and Banking, then (4.4%) for
General administration, the lowest percentage.
67 Mohammad, O. Al Zoubi and Mohammad, T. Bataineh

Hypothesis of Study
Hypothesis one
The Television advertising, which uses celebrities, is attractive.
To realize the validity of hypothesis one, descriptive statistical was used to calculate means and
standard deviation for five sentences of the attractive effect of The Television advertising, which uses
celebrities dimension, one- sample T-test were applied, as shown in tables(4,5).

Table 4: Means and standard deviation for the attraction of a Television advertising dimension

No. Items degree Mean std. Deviation evaluation

1 Television advertising, which uses 2 3.81 1.18 Great
celebrities, attracts my attraction
2 Television advertising, which uses 1 4.24 4.38 Great
celebrities, is popular.
3 Television advertising, which uses 3 3.58 1.28 Great
celebrities, is more attractive.
4 Television advertising, which uses 4 3.15 1.16 median
celebrities, is enjoyable
5 Attractive celebrities in television 5 2.78 1.27 median
advertising make me pay more
attention to product details
total 3.51 1.09 Great

Table(4) shows the means around from (2.78-4.24) with standard deviation (1.16-4.38) with an
evaluation ranged between median and great. When the issue (2) (Television advertising, which uses
celebrities, is popular.) has the first degree with mean (4.24) and standard deviation (4.38), then (1)(
Television advertising, which uses celebrities, attracts my attraction) has the second degree with mean
(3.81) and standard deviation (1.18), then (3)( Television advertising, which uses celebrities, is more
attractive.) has mean (3.58) and standard deviation(1.28) with a great evaluation, then (4) (Television
advertising, which uses celebrities, is enjoyable)has mean (1.16) and standard deviation(1.16) with a
median evaluation , then (5) (Attractive celebrities in television advertising make me pay more
attention to product details)has mean (2.78) and standard deviation(1.27) with a median evaluation.
And the mean for the total of The attraction of a Television advertising dimension reached (3.51) and
standard deviation (1.09) with great evaluation.
To explore the attractive effect of The Television advertising, which uses celebrities, one-
sample T-test, table (5) shows that.

Table 5: One- sample T-test To explore the attractive effect of The Television advertising, which uses
celebrities.

Dimension mean Standard deviation T value Sig. The results

The Television advertising 3.51 1.09 4.47 0.00 Acceptance

Table (5) shows that, (T. value =4.47) and (sig. =0.00), this means the hypothesis one is
accepted, this indicate to The Television advertising, which uses celebrities, is attractive.

Hypothesis Two
The effect of using the celebrities on the buying decision
To realize the validity of hypothesis two, descriptive statistical was used to calculate means and
standard deviation for four sentences of The effect of using the celebrities on the buying decision
dimension, one- sample T-test were applied, as shown in tables (6,7).
The Effect of using Celebrities in Advertising on the Buying Decision "Empirical Study on
Students in Jarash Private University" 68

Table 6: Means and standard deviation for the effect of using the celebrities on the buying decision
dimension

No. Items degree Mean std. Deviation evaluation

1 CBTA help me make the buying decision 4 2.67 1.18 median
2 CBTA help me remember the endorsed 1 3.78 1.05 Great
brand during shopping
3 CBTA increase acceptance of endorsed 3 2.81 1.20 median
brands
4 CBTA increase my awareness of 2 2.87 1.21 median
endorsed brands.
Total 3.02 0.87 median

Table (6) shows the means around from (2.67-3.78) with standard deviation (1.05-1.21) with an
evaluation ranged between median and great. When the issue (2) (CBTA helps me remember the
endorsed brand during shopping )has the first degree with mean (3.78) and standard deviation (1.05),
then (4)( CBTA increases my awareness of endorsed brands.) has the second degree with mean (2.87)
and standard deviation (1.21) with median evaluation, then (3)( CBTA increases acceptance of
endorsed brands) has mean (2.81) and standard deviation(1.21) with a median evaluation, then (1)
(CBTA helps me make the buying decision)has mean (2.67) and standard deviation(1.18) with a
median evaluation , And the mean for the total of the effect of using the celebrities in television
advertising on the buying decision dimension reached (3.02) and standard deviation (0.87) with a
median evaluation.
To explore the effect of using the celebrities on the buying decision, one- sample T-test, table
(7) shows that.

Table 7: One- sample T-test to explore effect of using the celebrities on the buying decision.

Dimension mean Standard T value Sig. The results

deviation
Effect of using the celebrities on the 3.02 0.87 0.27 0.78 Rejected
buying decision

Table (7) shows that, (T. value =0.27) and (sig. =0.78), this means the hypothesis two is
rejected, this indicate to the using the celebrities haven’t a significant effect on the buying decision.

Hypothesis Three
Using celebrities has the greater effect than non – celebrity on consumer buying decision.
To realize the validity of hypothesis three, descriptive statistical was used to calculate means
and standard deviation for a sentence of the Using celebrities has the effect than non – celebrity on
consumer buying decision dimension, one- sample T-test were applied, as shown in tables(8,9).

Table 8: Means and standard deviation for the Using celebrities has the effect than non – celebrity on
consumer buying decision dimension.

No. Items Mean Std. Deviation

1 Using celebrities has a greater impact than non – 2.85 1.25
celebrity on consumer buying decision.

Table (8) shows that the mean of the third dimension reached (2.85) and standard deviation
(1.25) with a median evaluation.
69 Mohammad, O. Al Zoubi and Mohammad, T. Bataineh

But the mean of the total for three dimensions reached (3.27) and standard deviation (0.76), this
indicate to a median evaluation for effect of using the celebrities in television advertising on the buying
decision.
To explore the Using celebrities has a greater effect than non – celebrity on consumer buying
decision, one- sample T-test, and table (9) shows that.

Table 9: One- sample T-test to explore the Using celebrities has a greater effect than non – celebrity on
consumer buying decision.

Dimension mean Standard T value Sig. The results

deviation
The Using celebrities has a greater effect than 2.85 1.25 - 1.09 0. 27 Rejected
non – celebrity on consumer buying decision.

Table (9) shows that, (T. value =- 1.09) and (sig. =0. 27), this means the hypothesis three is
rejected, this indicate to the using the celebrities hasn’t a significant effect than non – celebrity on
consumer buying decision.

Final Results and Conclusions

1. The Television advertising, which uses celebrities is attractive, this means the hypothesis one is
accepted, this indicate to The Television advertising, which uses celebrities, is attractive.
2. there is no effect of using the celebrities on the buying decision, this means the hypothesis two is
rejected, this indicate to the using the celebrities haven’t a significant effect on the buying
decision.
3. using celebrities has no greater effect than non – celebrity on consumer buying decision. this
means the hypothesis three is rejected, this indicate to the using the celebrities hasn’t a significant
effect than non – celebrity on consumer buying decision.

Conclusions
• Using a celebrity, whether actors, athletes or sport celebrity can raise the profile of a company in
several ways. It can help with consumer’s awareness with a brand, endorse the effects of
particular product or ingredient or drive sales of a long-standing product that needs a boost.
• The main criteria’s for the selection of Celebrity Endorsement are: Credibility, Attractiveness and
match up.,

Recommendations
According to these results, we recommend to:
1. Use celebrities in advertising, because of high attractiveness, can help the customers to
remember the brand during shopping, and using celebrities can get more attention than the
advertisements that don't.
2. Try to offer more details about the product that use celebrities.
3. the importance of conducting more studies about this topic, and to focus on the range of
customers' ages.

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Students in Jarash Private University" 70

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[11] Schlecht, Christina (2003), celebrities’ impact on branding, Center on Global Brand
Leadership: Columbia Business School, January 15, PP. 1-13.
[12] Sejung Marina Choi, the University of Texas at Austin, TX.
[13] Nora J. Rifon, Michigan State University, E. Lansing, MI.
[14] Shimp, T. (2003), Advertising & Promotion: Supplemental Aspects of Integrated Marketing
Communications, sixth edition, Dryden Press, New York.

Appendix A: Statements Measuring the three Dimensions

D1: Attractiveness
1. Television advertising, which uses celebrities, attracts myattraction.
2. Television advertising, which uses celebrities, is popular.
3. Television advertising, which uses celebrities, is more attractive.
4. Television advertising, which uses celebrities, is enjoyable
5. Attractive celebrities in television advertising make me pay more attention to product
details

D2: Influence of using Celebrities on Consumers' Buying Decision.

1. Using celebrity helps me make the buying decision
2. Using celebrity helps me remember the endorsed brand during shopping
3. Using celebrity increases acceptance of endorsed brands
4. Using celebrity increases my awareness of endorsed brands.

D3: Celebrity and non Celebrity

• Using celebrities has a greater impact than non – celebrity on consumer buying decision.