Abstract
The main purpose of this study is to investigate consumer attitudes regarding celebrity endorsement in different types of media in Egypt, and presents guidance to advertising specialists and creators to enhance the value of celebrity-based advertising. The study was based on an empirical research approach, which used a convenience sample of 355 respondents, drawn from different age groups, educational level, income level and residential areas. The data was analyzed by a variety of statistical techniques, such as Descriptive analysis, Frequency analysis, t-Test, and ANOVA. The main findings revealed that Egyptians respondents were in general interested in celebrity endorsement advertisements, as the majority of them admitted its attractiveness; however, they did not find it enough convincing in terms of purchasing behavior. The study recommended reconsidering the use and choice of celebrities in advertising within the context of the Egyptian culture. The study also recommends further research to investigate this issue in more depth in Egypt. The study suggested some other recommendations in light of the findings.
Department
Journalism & Mass Communication Department
Degree Name
MA in Journalism & Mass Communication
Graduation Date
6-1-2011
Submission Date
June 2011
First Advisor
Abdulla, Rasha
Extent
NA
Document Type
Master's Thesis
Library of Congress Subject Heading 1
Advertising -- Egypt.
Library of Congress Subject Heading 2
Endorsements in advertising -- Egypt.
Rights
The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy.
Institutional Review Board (IRB) Approval
Not necessary for this item
Recommended Citation
APA Citation
Azab, M.
(2011).Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers [Master's Thesis, the American University in Cairo]. AUC Knowledge Fountain.
https://fount.aucegypt.edu/etds/991
MLA Citation
Azab, Marwa Diaa El Din. Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers. 2011. American University in Cairo, Master's Thesis. AUC Knowledge Fountain.
https://fount.aucegypt.edu/etds/991