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.
Journalism & Mass Communication Department
MA in Journalism & Mass Communication
Library of Congress Subject Heading 1
Advertising -- Egypt.
Library of Congress Subject Heading 2
Endorsements in advertising -- Egypt.
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(2011).Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers [Master’s thesis, the American University in Cairo]. AUC Knowledge Fountain.
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.