ABSTRACT
These studies have corporate types of endorser and types of product in order to study the consumer’s response toward the advertisement. This study attempts to address the gap in pervious researches as well as to examine the consumer’s response toward the advertisement by execution the importance of endorser. Importantly, these studies use the theory of Friedman and Friedman (1979), to identify the role of types of endorser and types of product that have an effect to the consumer response toward the advertisement.
For both local and international advertiser, designing the right advertisement is a challenged task. Advertisement for certain types of product requires the credibility of endorser as well as of the advertisement itself while some require the attractiveness of the endorser in order to create the favorable response toward the advertisement. However, concerning on choice of endorser only is not enough advertisers have to concern on consumers’ beliefs, and values. So endorser is now one for major concern whether how it play the role on consumers’ response toward the advertisement. This research shed light of how types of products, types of endorser play important role to consumer’s response toward the advertisement.
The factorial design is conducted with undergraduate students as the subjects. The two mentioned products are mobile phone to represent high involvement and contact lenses to represent low involvement.
The result show that the respondents response differently to different types of endorser with different type of product involvement. The consumers prefer celebrity endorser rather than expert and CEO in term of feeling, attitude toward the advertisement, attitude toward the brand and behavioral intention toward the brand, however expert and CEO endorsers only created more advertising credibility. As well as the consumers are favorably on advertisement of high involvement product. The result support the study of ELM model, advertising credibility is found to have relationship with feeling and attitude toward the advertisement, and attitude toward the brand. Feeling and attitude toward the advertisement also found to have relationship with attitude toward the brand and, attitude toward the brand also found to have a relationship with behavioral intention toward the brand.
Key word: Type of Endorser, Types of Product, Product Involvement.

TABLE OF CONTENTS
ACKNOLEDGEMENT I
ABSTRACT II
TABLE OF CONTENTIV
LIST OF TALBES IX
LIST OF FIGURE XI
CHAPTER ONE: INTRODUCTION1
1.1 Background 1
1.2 Objectives 3
CHAPTER TWO: LITERATURE REVIEWS 5
2.1 Types of Endorsers 5
2.1.1 Celebrity Endorser 6
2.1.2 Non celebrity Endorser 7
2.2 Endorsement Meaning Transfer Model 7
2.3 Product Involvement 8
2.4 Ad Credibility 9
2.5 Evoked Feeling from the Ad 10
2.6 Attitude toward the Advertisement 11
2.7 Attitude toward the Brand 12
2.8 Behavioral Intention toward the Brand 13
2.9 Hypothesis 14
2.9.1 The main Influences of the Endorser to customer response toward Advertisement in the study of high and low product involvement. 14
2.9.2 The Relationship between Ad Credibility and Evoked Feelings from the Ad. 16
2.9.3 Relationship between Ad Credibility toward Attitude toward the Ad and Attitude toward the Brand. 17
2.9.4 Relationship between Evoked Feelings from the Ad toward the Attitude toward the Ad and Attitude toward the Brand. 19
2.9.5 Relationship between Attitude toward the Ad and Attitude toward the Brand
. 20
2.9.6 Relationship between Attitude toward the Brand and Behavior Intention toward the Brand. 21
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY 23
3.1 The Conceptual Model 23
3.2 Research Design 24
3.3 Process development 25
3.3.1 Endorser selection 25
3.3.2 Product selection 25
3.4 Measure of Independent Variables 26
3.4.1 Type of endorser 26
3.4.2 Product Involvement 27
3.5 Measure of Dependent Variable 28
3.5.1 Ad Credibility 28
3.5.2 Feelings from the ad. 28
3.5.3 Attitude toward the Advertisement 29
3.5.4 Attitude toward Brand 30
3.5.5 Behavioral Intention toward the brand 30
3.6 The respondent personal data 31
3.7 Sampling Design 31
3.8 Conduct the Questionnaire 32
3.9 Data Analysis Procedure 33
3.9.1 Descriptive Statistic Analysis 33
3.9.2 Factor Analysis 33
3.9.3 Reliability Analysis 34
3.9.4 Independent Sample T-test 35
3.9.5 One-way Analysis of Variance (ANOVA) 35
3.9.6 Linear Regression Analysis 35
CHAPTER FOUR: RESEARCH ANALYSIS AND RESULT 36
4.1 Characteristics of Respondents 36
4.2 Descriptive Analysis for Questionnaire Variables 38
4.3 Manipulation Check in Main Study 40
4.3.1 Manipulation Check on Comparative of Each Stimulus 40
4.4 Factor Analysis and Reliability Tests 42
4.4.1 Advertising Credibility 42
4.4.2 Feeling 43
4.4.3 Attitude toward the advertisement 44
4.4.4 Attitude toward the Brand 45
4.4.5 Behavioral Intention toward the Brand 46
4.5 Differences between Factors of Research Construct 47
4.5.1 Differences of Dependent Variables under Different Types of Endorser
47
4.5.2 Difference of Dependent Research Variables under Different Types of Product 50
4.5.3 Relationship between Advertising Credibility and Feeling 52
4.5.4 Relationship between advertising Credibility and Attitude toward the Advertising. 53
4.5.5 Relationship between Advertising Credibility and Attitude toward the Brand 54
4.5.6 Relationship between Feeling and Attitude toward the bran 55
4.5.7 Relationship between Feeling and Attitude toward the Advertisement 56
4.5.8 Relationship between Attitude toward the Advertisement and Attitude toward the brand 58
4.5.9 Relationship between Attitude toward the Brand and Behavioral Intention toward the Brand 59
CHAPTER FIVE: CONCLUSIONS AND SUGGESTIONS 61
5.1 Research Conclusion 61
5.2 Implications 64
5.2.1 Implications for Marketing Managers 64
5.2.2 Implication for Academic Researchers 65
5.3 Research Limitations and Future Research Suggestions. 65
REFERENCES 67
APPENDICES 79
Appendix-1: Questionnaire for Experiment
(Celebrity Endorser-English Version) 79
Appendix-2: Questionnaire for Experiment
(Celebrity Endorser-Chinese Version) 84
Appendix-3: Questionnaire for Experiment
(Expert Endorser-English Version) 89
Appendix-4: Questionnaire for Experiment
(Endorser Endorser-Chinese Version) 94
Appendix-5: Questionnaire for Experiment
(CEO Endorser-English Version) 99
Appendix-6: Questionnaire for Experiment
(CEO Endorser-Chinese Version) 104

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