Exploring the Effects of Single vs. Multiple Products and Multiple Celebrity Endorsements

Nam-Hyun Um


Participating students were randomly assigned to one of three conditions
(single product endorsement, multiple product endorsement, and multiple
celebrity endorsement). This study was designed to measure the effects
of respective types of celebrity endorsement. This initial attempt to
compare the effects of celebrity endorsement could be conducive in
understanding current phenomenon of celebrity endorsement campaigns.
This study found that multiple product endorsements increased higher
level of attitude toward ad, attitude toward brand, and purchase intention
than a single celebrity (product) endorsement while a single celebrity
(product) endorsement increased higher level of attitude toward ad,
attitude toward brand, and purchase intention than multiple celebrity
endorsements. However, the finding of this study had a conflicting


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