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.
