Abstract
This study was undertaken to make a comparative analysis of celebrity
advertisement and non-celebrity advertisement with respect to attitude toward
advertisement, attitude toward brand, purchase intentions, and advertising
attributes. For this purpose, a simple random sample of 200 students studying
four different disciplines was taken from the Private University in Lahore. For
econometric proof, reliability analysis, descriptive analysis and independent
sample T-test was used to interpret the results. Our findings show that there is
not a significant difference between celebrity advertisement and non-celebrity
advertisement with respect to attitude toward advertisement, attitude toward
brand, purchase intentions, and advertising attributes. The limitations and
recommendations of this research are also given.
AMMAR ASAD, MUHAMMAD NASEEM HAYAT, SHAFAQATMEHMOOD. (2013) COMPARATIVE ANALYSIS OF CELEBRITY AND NONCELEBRITY ADVERTISEMENT, Paradigms , Vol 7, Issue 1.
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