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Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers
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 ap...
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| Format: | Thesis |
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AUC Knowledge Fountain
2011
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| _version_ | 1867613414796296192 |
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| access_status_str | Open Access |
| author | Azab, Marwa Diaa El Din |
| author_browse | Azab, Marwa Diaa El Din |
| author_facet | Azab, Marwa Diaa El Din |
| author_sort | Azab, Marwa Diaa El Din |
| collection | Thesis |
| dc_rights_str_mv | 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. |
| description | 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. |
| format | Thesis |
| id | oai:fount.aucegypt.edu:etds-1990 |
| institution | American University in Cairo (Egypt) |
| last_indexed | 2026-06-10T12:35:44.926Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from AUC Knowledge Fountain — bepress |
| publishDate | 2011 |
| publishDateRange | 2011 |
| publishDateSort | 2011 |
| publisher | AUC Knowledge Fountain |
| publisherStr | AUC Knowledge Fountain |
| record_format | dspace |
| source_str | AUC Knowledge Fountain — bepress |
| spelling | oai:fount.aucegypt.edu:etds-1990 Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers Azab, Marwa Diaa El Din 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. 2011-06-01T07:00:00Z thesis application/pdf https://fount.aucegypt.edu/etds/991 https://fount.aucegypt.edu/context/etds/article/1990/viewcontent/ETD_2011_Spring_Marwa_Diaa_El_Din_Azab_Thesis.pdf 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. Theses and Dissertations AUC Knowledge Fountain Celebrity endorsement Communication strategies |
| spellingShingle | Celebrity endorsement Communication strategies Azab, Marwa Diaa El Din Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers |
| title | Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers |
| title_full | Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers |
| title_fullStr | Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers |
| title_full_unstemmed | Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers |
| title_short | Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers |
| title_sort | perceptions of effectiveness of celebrity endorsed advertisements among egyptian consumers |
| topic | Celebrity endorsement Communication strategies |
| url | https://fount.aucegypt.edu/etds/991 https://fount.aucegypt.edu/context/etds/article/1990/viewcontent/ETD_2011_Spring_Marwa_Diaa_El_Din_Azab_Thesis.pdf |
| work_keys_str_mv | AT azabmarwadiaaeldin perceptionsofeffectivenessofcelebrityendorsedadvertisementsamongegyptianconsumers |