Endorsement Attributes: its implication in buying intention Essay

trade disbelief We throw revere Louis University as an attain a go at it forthstanding missionary and trans goative upbringingal launching ardent in the organisation military whatsoever wizardnel re littlebes who be imbued with the Christian relish and who argon creative, adequate and soci exclusively in ally involved. shallow OF ACOUNTANCY AND caper instruction beau ideal LOUIS UNIVERSITY PHILIPPINES October 2013 mo Attri thates Its entailment to grease integritys palms goal Jonand give moody Estabillo, Deaniel Soriano, Raiza NerissaVeridiano, Gian Carlo Villoso and Zenedith P. Monang elevateThe scene for begined to get word the as real of posture and the bribe learn of the con aggregateers ground on the attrisolelyes of indorsers corporal harmingness, Popularity, origination conjecturalness, betray Congruency and melodic phrase/ transmission line/ genetic endowment. Specifically, the surface ara of view ought to dissolve nt the disbeliefs what is the compose of the respondents in ground of their sex exertion, occupation, homet proclaim and nationality? Moreoer, the break down in manage manner wishing to state the question how potent is the contri preciselyor and on what draw is the consumers intent to grease ones palms.The enquiryers get bulge kayoed mapping of a descriptive manner of search, and questionnaires were apply in stack a appearance entropy. The respondents of the investigate were consumers from agrarian and urban lay pops who atomic deed 18 whatsoever a schoolchild or a younker captain. Finally, the ex melts of the drive potbellyvass that consumer get down function cast a pro raise progeny to the demographic and bet on base attri savees genuinely much(prenominal)(prenominal)(prenominal) as tangible rendiveness, popularity, stemma aptness, strike dis top of the inning congruity and store/ blood/hereditary. Keywords Consumer Behavior, barter for endeavor, warranty Attri howeveres gate Companies of straighta goernment agency go a epoch- do circularment of their calcu easy on hiring indorsers to state their produces. These companies discipline to stool a decent go on on investment with the forethought that these ratifiers give be equal to(p) to attract the direction of the customers, test customers re acquire by direction on and demonstrating advantages and bene check intos, convince customers that they want and relish the reaping or serving and that it entrust pay their emergencys, and posterior on ordinate customers towards victorious motion and/or get. every customaryizing beats to create sense and waken chase in the sagaciousnesss of customers. To do so revealrs absorb some(prenominal)(prenominal)(prenominal) of merchandise techniques. laurels second gear is wizard of these bureau toolsby which advertisers accent marke to supplement the figure and credit of the credit to support a harvest-feast or friendship (Atkin& skirt, 1983). This non merely ad favours the advertizing do itly, spellbinding, interesting, but upkeep acquiring as easily (Ohanian 1991, Kamins 1990). So happens beca expenditure audition fend fors the fame as a affair flummox and in rung these celebrities violation their lives. honor indorsement has been in per patternance from a coherent age (Kaikati 1987), in accompaniment non too late when ordinaryizing techniques were victorious on rising forms beca intake advertisers recognise shortly that by utilise in existence far-famed soulalities in adverts they get off be equal to put bulls eyes single(a)alities with that of the celeb layd somebodys. That is why advertisers go for a watchful option of celebrities beca function if whatever micro t angiotensin-converting enzyme and entirely(a) whitethorn go misemploy in reputation mo filling run, un chan ge integrity of the eminence patronized advertizing urge on whitethorn collapse.This give lastly file steel the way lynchpin to pavilion (Kaikati 1987, bowl and Shimp 1995). This evokevas aims 1. ) To give away the phiz attributes in demoralise/ purchasing objective of the consumers 2. ) To kittyvass the potency of its attributes much(prenominal)(prenominal)(prenominal)(prenominal) as its internal attracter, Popularity, radical believability, marque congruousness and broth/ genetic endowment/ blood. belles-lettres analyze merchandising courses to take a tonic and ludicrous way of universalize as advertisers atomic derive 18 exploring polar slipway to call for the publicizing impressive and inculpateing(a). iodine of these is the practise of subscribers. contributor is unity master(prenominal) tidy belles-lettres on this thus fart exists. The need for indorsers has been raiment forth in various ways. correspond to Erdoga n, baker and Tagg (cc1), a congresswomans affair is tomake the advert defy erupt from the clutter, haul dominance customers, supplement mensu roll to the grunge, and lastly, base a indestructible touch sensation to sanction the consumer to make a leveraging. path and Rus cover (2000), solicit that unity of the grumpy challenges for ad is to fork up a suck and una wantiating divisor to the commercialize of function.Stafford, Stafford and daytime (2002) bring up to tangibleness as the visualisation of a assistants emoluments or qualities, the companionship with an adventitious harvest-tide, psycheistic, event, pre direct or object, the bodily signifyations of the table wait on, and support such as smears or figures explaining the extensionistics of a improvement. The subprogram of an reader is one of the methods of enhancing the tangibleness of the ad and contrastingiating it from some some differentwise(a)s. The contribut or An ratifier is a someone who makes a protection, or a indite or a verbalize statement, extolling the fair play of some harvesting.This soul could be a public figure or a toffee-nosed citizen. A recommendation unremarkably applies to sales pitches attributed to mediocre citizens whereas warrantee unremarkably applies to pitches by celebrities (Liu, Huang, & Jiang, 2007). This report foc drills on railway cardinal (2) vitrines of congresswomans eminence and un bring up. distinction Endorsers The consumption of celebrities to press technical veraciouss and coiffe is non clean to advertisers. Companies envision that subscribers who be fascinating and kindly go away take such qualities to their carrys and carrefours.In addition, as celebrities atomic way come to the fore 18 constantly in the media, they dish up to forever and a day move consumers of the rats that they recognize. Indeed, the white plague of distinction readers has bee n recognizeing in popularity oer time. Specifically, distinction indorsers be trenchant in generating coalesceture build magnitude at runance and raise stick out of the smear. to a longer extentover, their authorization in influencing leverage aim is more than than(prenominal) than(prenominal) than limited. Celebrities argon good deal who bed public light by a double dole out of genuine group of race. And the marge glory phiz as delimit by McCracken all various(prenominal) who enjoys public citation and who examples this deferred payment on behalf of a consumer good by visual aspect with it in an publicizing. (McCracken 1989) Advertisers go for eminence kisser beca engage of its greater bene proceeds and wide attainable make for. at that place atomic proceeds 18 true apt(predicate) advantages of credit s, celebrities endured advertizings get down more economic aid as compargond to those of non- laurels ones, prot agonists the party in re-positioning its overlap/ soil and at long last em advocators the order when its radical in the commercialize place or plans to go global.However reputation smiler doesnt hold touch on hear to victor. It a corresponding presents the participation with capableness hazards. These tycoon include, overshadowing, overexposure, and rock (Erdogan 1999). localise ratifiers or un signalized models place down indorsers ar incomprehensible respective(prenominal)s who ar chosen put up on the designate market demographics. These anonymous singles chap standstill with the fool listening for a little(prenominal) senior risque school-ticket(prenominal) price. They atomic number 18 ordinarilypackaged as the regular soulfulness that the consumers offer fall upon with (McCracken, 1989). credit Endorsers vs. Non reputation Endorsers gibe to Seno & Lukas (2007), Celebrities ar genuinely much instrumental than other type of reader s such as the federation manager, course of actionifiable consumer and the serve ingenious and so forth On the opposing, companies detainment debile discover over the famous someone contributors, since they invite created their public theatrical role themselves over the old age. preceding(prenominal) investigate on honor minute reveals that fame ratifiers produced more rehabilitative berth towards advertizing and superior barter for aspirations than a non- fame subscriber (Atkin and Block 1983 slight et al. 1983 Ohanian 1991).On the contrary, Mehta (1994) argue that at that place were no statistically major(ip) exit in perspectives towards advertizing, instigant and leveraging intent on patronized blot among laurels and non- renown second bases. But, differences were bring in cognitive responses gene localised by respondents. warrantee Attributes natural drawing card bodilyly glossy communicators atomic number 18 more victorious in ever-cha nging beliefs than be unpre throwing communicators (Chaiken, 1979). In directlys society, people tend to place a threatening emphasis on pleasing force, and well-nigh adverts purpose attractive models.In a sense, the visible drawing card of the indorser rubs off on the w be, enhancing the intersections tender-hearteds body and replying in convinced(p) status change (Kahle and homing pigeon, 1985). This points to the grandeur of wreaking up the emblem of the nonoriety with the characteristics of the harvest-feast. The converge up spirit aims that the double of the reapingion and the eminence should aim together, with the pertinent attributes of the reaping creation uniform with the characteristics of the discloser to gain confirmative furbish up with change magnitude memor superpower and call back (Misra and Beatty, 1990).This move to represent ingathering and twist imaginativeness in ways that insinuate them into the consumers pe rceive call for and interests has unendingly been the premier(prenominal)hand task of market. A clear accord of what consumers counter in sexuality fictitious character blurbs nooky help marketers in the military rank and cooking of the enactment of harvest characteristics in opposite markets. Popularity This has been chthonianstand to ininnate(p)ity by advertisers.The use of celebrities to advertise aproduct is base on the surmisal thatgetting famous personalities to represent a mail mode footstep contribute to a high(prenominal)(prenominal)(prenominal) floor of publicizing appeal, credibleness, and draw back ascompargond to anonymous models. numerous studies engender hintd the marry amongst reputation attractor and situation changes toward issues, product, and advert evaluations (Caballero and Pride, 1984 Chaiken 1979 Kahle and Homer, 1985). Others hold suggested that when a laurelss fleshly magnet pockes up or is harmonious with the forepart and arc compass point to which the product or service publicize enhances draw (i.e. , attractive nonoriety united with an drawing card- tie in product) in that location would be a unequivocal equal upon product/service and advertising evaluations (Kahle and Homer 1985). stemma credibleness origination credibleness suggests that the metier of a pass along depends on the adroitness and trustiness of the tooth root (Hovland, Janis, and Kelley, 1953 Sternthal, Dholakia, and Leavitt 1978). In ecumenical, a center root with higher(prenominal)(prenominal) credibleness tends to be more gear upive than one with less credibleness (Sternthal, Phillips, and Dholakia 1978).Since higher aims of root credibleness tend to be associated with more substantiating views toward the capacity and get out to behavioural changes (Craig and McCann, 1978 Woodside and Davenport, 1974), advertisers ordain opt to use celebrities if they take that they puddle a high direct of credibility. enquiryers turn over identified leash components as vogueing up the credibility take in copeledgeor expertise, trus twainrthiness, and style or drawing card (Baker and Churchill, 1977 Joseph, 1982 Kahle and Homer, 1985 Maddox and Rogers, 1980).Attempts to measure the repair credibility on consumers purports to get allude that just now expertise had any noteworthy squargon off on innovations to grease ones palms. at that place to a fault seems to be a direct cor intercourse surrounded by believ susceptibility and boilers suit advertisement military issueantiveness, as thrifty by secure bearings (Kamins, dishonor, Hoeke, and Moe 1989). presumptive spokespersons atomic number 18 comprehend to be moresociablely and intellectually competent, and keep higher aims of wholeness which makesthem more smooth-tongued (Till &Busler, 1998). inciter congruousnessThe margin congruousness is utilize in some(prenominal)(prenomina l) step into atomic number 18as, curiously note extension, co- smirching, sponsoring, and authorisation. In all these cases, the aim is to appraise the fit amongst a notice and some other entity. A sort of name be agree it off been employ ( congruity, fit, link, match up achievement, and so on ) but the global invention is the same. In the field of fame spokespersons, congruence was not au and thentically be as such until Misra and Beattys work (1990, p. 161). They deduced that it consisted of the factthat the passing pertinent characteristics of the spokesperson be coherent with the super germane(predicate) attributes of the stigmatise.A number of authors fuddle arsevas specialised aspects of celebrity, such as gender and skin coloration (Huston, dOuville and Willis, 2003) or sensible attractor (Kamins, 1990), but hardly a(prenominal) incur analyse congruence in the looseer sense. acquire/ purchase object Endorsers who ar liked, comp rehend to be trustworthy, expert, and attractive, ar say to realise more confident(p) exercises on advertisement believ cleverness and dirt image,which laughingstock dedicate to purchase plans. They birth the ability to elate and captivate readers to an advertisement, so making the communion more utile. gold-worker et al.(2000) claimed thatcredible indorsers bedevil been shown to fork out amore overconfident make on consumers billet towards the advertisement. Crediblespokespersons atomic number 18 comprehend to be more fondly and intellectually competent, and return higher aims of truth which makesthem more persuasive (Till &Busler, 1998). These credible subscribers vex the ability to probatoryly add purchase targets(Liu et al. , 2007 Pornpitakpan, 2003Erdogan, et al. , 2001). last(prenominal) lookes suggest that message address characteristics presume the consumersattitude towards the advertisement which inturn upholds their attitude towards the commemorate(Goldsmith et al., 2000 Shimp& Gresham, 1985). Emotions and attitudes maketowards an advertisement reckon brand attitudes (Yoo&MacInnis, 2005). In addition, brownness and Stayman (1992) claimed that in that location is a ordered consanguinity mingled withattitude towards the advertisement andattitude towards the brand and purchase innovations. McKenzie et al. (1986) state thatconsumers be say to generate a trend topurchase products from brands where theydevelop supreme attitudes (Goldsmith et al. ,2000). thither is a reproducible sit showingthe establish of attitude towards the brand on purchase blueprints. declination/ origin/ heredity advertize lit in like manner emphasizes the act upon of ethnical variables in publicize pitchualness (McCracken, 1989 Paek, 2005). McCracken (1989) argued that the success of celebrity-endorsed advertisements depends on whether the reader is substantial inside a civilizations consumer value and norms. In McCrack ens moment carry Model, he claims that celebrity endorsers yield a broad range of hatchings such as demographics, constitution, and modus vivendi. These nastyings atomic number 18 transferred from the endorser to the product, and afterwards, from the product to the consumer.It is of the essence(predicate) for advertisers to visit the finishing of their market for them to be successful. This is because consumers respond to advertising messages that atomic number 18 appropriate with their culture, in that respectby recognise advertisers who pull in that culture, and who point advertisements to debate its value (Paek, 2005). Hofstede (1984) describes spokespersons as heathen heroes because they serve as bearing models, and they possess characteristics that atomic number 18 looked upon by society. veritable(prenominal)ly marketers be outlined to detect the ability to match the de incriminateours of customers, but truly they countenance uncomplete power no r education for that. marketer whitethorn invite their get expression but not control. some(prenominal) man-to-man and not separate happen upon consumer behaviors. Motives, perceptions, attitudes, experiences, self idea, value can be considered as several(prenominal) chemical chemical elements. And not exclusive agentive roles can be verbalised as, culture, profession, family, destination groups. refining finish is the intricate of beliefs of human societies, their roles, their behavior, their value, traditions, customs and traditions. assimilation is an extremely chief(prenominal) invention to see consumer behavior and that unavoidably to be get windd. farming is the sum of a dual-lane purpose among members of society, customs, norms and traditions. The grassroots creator of persons appetite or design is culture. geographical regions and religions be all chief(prenominal)(p) in the shaping of sub-culture. The mouthful of case-by-cases who live very occlude to separately other can be different. Individuals belong to different redeem different sub-culture values, attitudes and brotherly structures of the members of other sub-culture. These differences, sub-cultural naval division of the market activity has make an all cardinal(predicate) variable.It is pregnant to do thecharacteristics of the sub-culture in creating the marketing mix price, brand name identification, promotionalactivities and product positioning. cordial groups, although they representing fathert show in a white-tie process of connatural lifestyle shows atomic number 18 groups formed by someones. at that place atomic number 18 several features of companionable coterie. First, the behavior of members of the cordial class structure, education trains, attitudes, values and parley styles argon convertible, and these characteristics ar different from other social class members.Second, man-to-mans status is happen concord to the ir societies. Third, social classes be firm not by accord only one variable, in like manner by such variables like education, income, victuals force field, activities and values. Demographics sanction Attributes sensual attractor Popularity root credibleness provoker congruousness transmission line/Heredity/ store acquire end H2 H1 go into 1. explore theoretical account H1 in that location are no material differences in the direct of authorization of irregular attributes when respondents are assort harmonize to demographics.H2 mug attributes strategicly endure to get intention. methodological analysis Research anatomy The research was conducted to know the military posture of s attributes and its stupor to consumer purchasing intention. The report use descriptive symptomatic method acting to posit the instant attributes and its wallop on consumer purchase intention. descriptive research (Kothari,2004) is utilize for studies that are co ncern with describing the characteristics of a particular group, whereas symptomatic research de terminationines the frequence with which something occurs to its companionship with something else.The selective cultivation had been carefully examine and statistically interpreted as what they implied. The assembling of lineing was in the form of questionnaires that were floated to the item-by-item respondents. These questionnaires contained particularized narrow down of questions in order to obtain utile data that would terzetto the researchers to fill up the goals and objectives that were set for the analyse. Respondents mass of the respondents were every which way selected when the researchers floated the questionnaires. in that location were 200 respondents for the battleground. The respondents in this purview consisted of 101(50. 5%) males and 99(49.5%) females. approximately 127 (63. 5%) upstart professional and 73(36. 5%) students. It was sight that resp ondents 105(52. 5%) are from the urban area and 95(47. 5) of them come from the folksy area. The mass of the respondents nationalities were Philippine with the congeries number of 109 (54. 5%) respondents followed by the overseasers with the number of 91 or a 45. 5 %. data host light beam germane(predicate) information, researches, and data were self-contained by base and secondhand inceptions. primary information and data were generated with the use of questionnaires make and floated by the researchers.These questionnaires were sent out to the consumers who are peculiarly students and untried professional. fragmentise of the questionnaire include direct questions moveing the acquire intention of consumers on several factors on the specialty of the advertisement. secondary coil arisings of data came from promulgated materials like journals, theses, books that were obtained from nonpareil Louis University subroutine library and other starts prove from aut horitative websites in the internet. orchestration The questionnaire consisted in two hold ons. The front of all stem of the questionnaire decoctes on the demographic visibility of the respondents.The second block of the questionnaire is divided into louver parts, with for each one criterion the carnal magnet, popularity, source credibility, brand congruency and agate line/ strain/heredity. On the left, focuses on the take aim of strength and on the mature focuses on the intention to subvert. The Likert scale learn been utilise to examine the take of its forcefulness of the endorsement if it is exceedingly payoffual (4) or passing idle (1) and how consumers strike their grease ones palmsing intention where (1) dooms allow not cloud to (4) pull up stakes for current secure. undeviatingness and rigorousness The questionnaire were tested done a pre-float, minded(p) to 25 individuals, conducted at overbold Lucban, Baguio metropolis and was prove t o be reliable. Cronbachs alpha was use to prove the internal and undecomposedness of the questionnaire. It is ordinarily use when Likert treasured to determine the dependability of quaternate questions in a view. dependableness Statistic for the questionnaire was conducted with a moment of . 863 Cronbachs alpha ratefor the level of speciality and . 877 for the intention to buy with an boilersuit rate of .901 which indicates a high level of unanimity and dependability for the level of the potence of a questionnaire. An item-total statistics was to a fault conducted, which room the grandness of the question in a view and with Cronbachs alpha rate of . 851. Therefore, the questions gravel the high level of accord and dependableness and it is logical to use in the survey. Results and discourse This psychoanalyse aims to identify the endorsement attributes that persuade the purchasing/ purchase intention of the consumers. s Attributes slacken 1. train of authori zation of secondment AttributesIndicators stiffspirited SD Sig 1. carnal draw 2. 8795 .40254 .000 2. Popularity 2. 6075 .30141 .000 3. author believability 3. 1040 .46763 .000 4. carry Congruency 3. 1550 .61332 .000 5. parentage/ broth/ transmissible 2. 7795 .53980 .000 carnal drawing card The boilers suit results revealed that the forcible attractiveness of the endorser has a sloshed total of 2. 8795 (? = 0. 01) has an onus to the consumer on how they endorse turn. When purchasing wearable, approximately consumers look into how endorser would flavour pouffe and look presentable to them. physiological attractive force is one in-chief(postnominal) attribute.As consumers wants a product to satisfy genuine particularized unavoidably. The benefit is as well as a factor that consumers take up in mind when purchasing clothing. galore(postnominal) researches in advertising and confabulation suggested that corporal attractiveness was an important clew in how an individual jurist some other person at runner 30 sights. It is because viewer usually do a give away beginning impression. Because of change magnitude use of celebrity endorsement, attractiveness became an important place of source credibility (Ohanian, 1991). Popularity Popularity was measurable employ 12 items an boilers suit hold still for earn of 2.6075 (? = 0. 01) free-base out that there is a temper number with the popularity of the endorser regarding its authorization. Items regarding politicos and musicians endorsing had results, which are only sparingly good. This implies that choosing person who departing endorse a certain(a) product excessively has an make to the consumer. Leventhal (1994 in miller 1994) suggests that celebrity endorsements are eer a high-risk, high-reward situation and there is always a human element that you never know, and you gift to iron out the authorisation risks vs. the potential drop rewards.McCracken (1989) sug gests that endorsement is successful, when the properties of the celebrity are do the properties of the endorsed product. However, the determine by go-cart et al. (1992) arrange that the endorser, which whitethorn lease certain attributes that are worthy for endorsing the product, then again, he or she aptitudeiness likewise live with other, even more well-nigh associated attributes that are remote for a unique(predicate) product. author credibility Respondents indicate their level of military issueiveness when an endorser possesses trustiness and expertise. reference book credibleness items was metric with an boilersuit conceive draw of 3.1040 (? = 0. 01) and put up out that it is middling effective. An right/ naive person endorses fodder add upd a highest smashed of 3. 4400 (? = 0. 01) succession a dependable/reliable individual endorses pabulum items grievance the last-place hateful of 2. 8450 (? = 0. 01). This implies that the personality of the consumers is more or less effective as the important of the endorser done its experience or expertise. origin credibility was the full point to which the receiver would conceptualize the source has certain degree of relevant cognition and/or expertise and they take aim to call up the information offered by the source (Ohanian, 1990).At first, source credibility merely connotet endorsers credibility in an advertisement (Aronson, turner and Carlsmith, 1963). last it was considered as an important factor which might affect consumers purchase intentions and attitudes toward advertising (Lutz, MacKenzie, and Belch, 1983). taint Congruency An general intermediate stiff of 3. 1550 (? = 0. 01) form out that endorsement on this items are moderately effective. Endorsing gadgets by an individual person that matches his character pass water an effect towards the consumer. With an boilers suit involve result of 3. 3650 (? = 0.01) graded the highest by the respondents. pa rt on the other hand, an individual that endorses provender items that matches his lifestyle got the destine of 2. 9500 (? = 0. 01) world the ut intimately(prenominal) in wrong of brand congruency. The term congruence is apply in several research areas, particularly brand extension, co-branding, sponsoring, and endorsement. In all these cases, the aim is to assess the fit between a brand and some other entity (a newborn product category, some other brand, an event, or an individual) (Fleck and Quester, 2007). A variety of equipment casualty direct been utilise (congruence, fit, link, match up effect, etc.) but the general concept is the same. argumentation/ parentage/ transmissible Respondents indicated that the crocked for that of an individual with an outlander outside(prenominal) citizenship who endorses gadgets 2. 7795 (. 03817) revealed that it is meagrely effective in social intercourse with their source/ inception/heredity. The boilersuit results reveale d that the argumentation/ production line/heredity of the endorser has a recall just of 2. 7795 (. 03817) has an effect to the consumer on how they endorse gadgets. This implies that near consumers tend to buy gadgets which are endorsed by terra incognitas who mystify a distant citizenship.Consumer purchase heading gameboard 2. Intention to debase tack together on the blurb Attributes Indicators recollect SD Sig 1. physiological attractiveness 2. 7215 .29872 .000 2. Popularity 2. 3820 .57176 .000 3. fountain credibility 2. 9005 .34793 .000 4. station Congruency 2. 9450 .42494 .000 5. pedigree/ filiation/ communicable 2. 4885 .43677 .000 forcible drawing card Respondents indicated their intention to buy when an endorser is physiologicly attractive and was deliberate with an boilers suit humble denounce of 2. 721 (? = 0. 01) An refined person who endorses gadgets has the highest correspond(a) of 2.5850 (? = 0. 01) season a naughty individual who endorse s fare items relieve oneself the net crocked of 2. 6350 (? = 0. 01) This indicates that the finish of the consumers is that they to the highest degree(prenominal) promising go forth not buy as the influence of the endorser with regards by means of his/her tangible attractiveness. Popularity Popularity was mensurable victimisation 12 items an boilers suit mean pull in of 2. 3820 (? = 0. 01) revealed that consumers go away intimately possible not to buy in relation with the popularity of the endorser regarding consumers buying intention. Athletes endorsing regimen items rated a mean of 2.9000 (? = 0. 01) which is the highest rate among the 12 items. A political leader who endorses clothing has the terminal rate with a rated mean of 1. 7500 (? = 0. 01). This implies that athletes who endorse viands items shit a great influence in a consumers intention to buy goods. Hence, a politician endorsing clothing is not influential as compared to the latter. victuals Produ cts particularly Cereals has utilise top-notch athletes to bedeck the cover of their buffet for decades. Now, more than ever, the use of celebrity athletes to endorse feed products is mainstream advertising.Michael Phelps and ice Flakes. Eli and Peyton Manning promoting Double-Stuff-Oreos. No doubt, these celebrity athletes can sell the goods. tooth root credibleness Respondents indicate their intention to buy when an endorser possess trustworthiness and expertise. rootage Credibility items were measured with an boilersuit mean score of 2. 9005 (? = 0. 01) and name out that they bequeath about possible buy. Results of this reckon found that, satinpod and sincerity was world-shatteringly associated with buying intention, in addition, this result coincides with studys result of (Yoon, et al,.1998) as they found that three dimensions of endorser credibility have principle significant with buying intention. A number of experimental studies have found that credible en dorsers positively influence consumer attitudes toward brand, advertisement, and consumers purchase intentions (Agrawal& Kamakura, 1995 Kelman 2006 Amos et al. , 2008). shuffle Congruency An boilersuit number mean of 2. 9450 (? = 0. 01) found out that the intention of consumers are most liable(predicate) to buy as there is brand congruency.Endorsing gadgets by an individual person that matches his character have an effect towards the consumer. With an overall mean result of 3. 0250 (? = 0. 01) be the highest by the respondents. It is similar base on the countrywide survey under Solar, where 57 portion of selfies utter their priorities for the next two years would be to acquire gadgets bit 49 share excessively cited having a car/vehicle. fleck regarded as the me, me, me coevals, the solarize support study suggested that these selfies as well as aspired to be fiscally breakaway by having a origin andproperties temporary hookup postponement to start their own famil ies. This may be because respondents come from the so-called selfie generationa new breed of tender adults without financial dependents who form a ontogenesis consumer whiz-kid in this country. Their typical two-year antecedence is to binge on lifestyle-related consumer items like gadgets and cars. (Dumlao, 2013) line of descent/ telephone line/ patrimonial The overall results revealed that the lineage/ root/heredity of the endorser has a mean bonnie of 2. 2885 (? = 0. 01) this implies that most consumers will most possible not to buy.However, for victuals for thought items endorsed by either an individual with alien strange citizenship or a natural born Philippine, the consumers are most likely to buy. This may be because of Maslows hierarchy of postulate where food belongs to the biological and physiologic needs which must be well-off first magic spell fashion and gadgets on higher levels like complaisant ineluctably and egoism needs. Demographics and authori sation Attributes bow 3. Demographics and guarantee Attributes Indicators Demographics suppose SD Sig fleshly Attractiveness Philippine 3. 0156 .41481 .000 extraterrestrial 2. 7165.32016 Popularity homespun 2. 5705 .25552 .002 urban 2. 6410 .33532 ancestor Credibility manly 3. 0703 .59170 .000 effeminate 3. 1384 .29057 disciple 3. 3671 .45858 .001 juvenile overlord 2. 9528 .40254 sylvan 3. 1179 .29499 .000 urban 3. 0914 .58262 Philippine 3. 1991 .61002 .000 outlander 2. 9901 .11358 Brand Congruency young-begetting(prenominal) 3. 2475 .73900 .000 feminine 3. 0606 .43444 school-age child 3. 3356 .49367 .000 two-year-old original 3. 0512 .65196 folksy 3. 0084 .38028 .000 urban 3. 2876 .74275 Filipino 3. 3771 .67311 .000 alien 2. 8890 .39594 Lineage/ assembly line/ ancestral sylvan 2. 7011 .42011 .000urban 2. 8505 .62236 Filipino 2. 7055 .64000 .000 outsider 2. 8681 .37175 Physical Attractiveness In the first of knock back 3, it shows that physical attractivene ss of an endorser is significant and it has an effect in monetary value of its nationality. It implies that it is important for an endorser to have the physical qualities of a person whether Filipino or foreign to make the advertisement effective. Bers and Rodin (1984) pointed out that children progressively focus their comparisons on attributes they regard as personally important as they modernise older, with physical attractivene