Date of Publication

3-10-2024

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Advertising and Promotion Management | Business | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Dr. Rayan P. Dui

Defense Panel Chair

Dr. Dave Mangilet

Defense Panel Member

Nenette Lustre

Nelson Guillen

Abstract/Summary

Malnutrition in children is still a nationwide concern for Filipino children, especially those coming from lower-income classes. Milk was highlighted to help decrease malnutrition. Powdered milk in particular, is the most common type of milk consumed by the whole family. Although it can be quite limiting for the market to purchase these products, powdered milk brands in the Philippines, such as Bear Brand, Birch Tree, and Alaska Fortified, have tried to contribute to helping to resolve malnutrition. These brands have tried to advertise or promote their brands to their target market by utilizing different media channels. Although it can still be quite challenging, considering the number of brands entering the market and the number of advertisements that the market sees, these types of clutter can hinder getting the attention and share of mind of consumers. Hence, brands use endorsers or spokespersons to promote or advertise their brand to be able to catch the attention of their target market. Although the most common endorser types being acquired are celebrities, which can cost billions, thus, there is a need to assess if acquiring a celebrity endorser is worth the investment for mainstream powdered milk brands in the Philippines.

The present study investigated which among of source credibility attributes of Ohanian (1990) contributed to or influenced endorser credibility. Second, it was also assessed if the credibility of an endorser influences the consumers’ attitudes towards the advertisement and the brand. Moreover, attitudes toward the ad and the brand were tested to see they influenced purchase intention. Since there is also a consideration of social pressure and self-capability, variables from the Theory of Planned Behavior, subjective norms, and perceived behavior control were tested to see if they influenced purchase intention as well.

A quantitative study of 188 millennial moms in Metro Manila found that trustworthiness, expertise, and attractiveness significantly influence endorser credibility. Celebrities are perceived as trustworthy and attractive, but consumers may not trust them immediately (Shimp, 2003). Credibility also influences millennial moms' attitudes towards brands and advertisements, which positively impact purchase intentions. Although it is more beneficial if a consumer has prior information and is familiar with the brand first (Campbell & Keller, 2003), however, subjective norms and perceived behavioral control do not significantly influence purchase intention. Geographic and demographic differences in dairy preferences and high prices can also hinder consumer purchases (Kumar & Babu, 2014; Castillo, 2016). The present study may be able to help marketers evaluate the effectiveness of an endorser in their advertisements and brand. Brands may do their own in-house evaluation of endorsers and their impact on their brand and its advertising materials.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Advertising; Consumer behavior

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Embargo Period

3-10-2025

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