Endorsement Attributes: its implication in buying intention Essay

MARKETING RESEARCH We envision Saint Louis University as an polished missionary and transformative studyal institution zealous in the formation human resources who are imbued with the Christian Spirit and who are creative, competent and socially involved. SCHOOL OF ACOUNTANCY AND rail line MANAGEMENT SAINT LOUIS UNIVERSITY PHILIPPINES October 2013 Endorsement Attributes Its Implication to Buying Intention Jonand Ray Estabillo, Deaniel Soriano, Raiza NerissaVeridiano, Gian Carlo Villoso and Zenedith P. Monang AbstractThe look aimed to determine the aim of military capability and the defileing intention of the consumers found on the attributes of conceders strong-arm Attractiveness, Popularity, consultation Credibility, blade Congruency and gunstock/ livestock/ Heredity. Specifically, the study ought to do the questions what is the profile of the respondents in ground of their gender, occupation, hometown and nationality? More e trulyplace, the study in addition sought to answer the question how effective is the endorser and on what level is the consumers intention to buy.The researchers make use of a descriptive method of research, and questionnaires were utilized in compendium data. The respondents of the research were consumers from rural and urban places who are either a student or a young professional. Finally, the results of the study proves that consumer buying intention return a signifi mintt effect to the demographic and endorsement attributes such as corporeal drawing card, popularity, source believability, daub congruence and lineage/bloodline/hereditary. Keywords Consumer Behavior, Buying Intention, Endorsement Attributes doorway Companies of instantly spend a significant amount of their budget on hiring endorsers to advertise their verbotenputs. These companies aim to incur a sufficient return on investiture with the expectation that these endorsers testament be able to attract the attention of the customers, raise custome rs interest by focusing on and demonstrating advantages and benefits, convince customers that they want and desire the produce or service and that it will satisfy their needs, and later on lead customers towards taking action and/or get.Every Advertisement aims to create awareness and stabilize interest in the minds of customers. To do so advertisers employ some(prenominal)(prenominal) of marketing techniques. Celebrity Endorsement is champion of these power toolsby which advertisers try to leverage the image and credit of the credit to promote a product or company (Atkin& Block, 1983). This not whole makes the advertising lively, attractive, interesting, but attention getting as well (Ohanian 1991, Kamins 1990). So happens because audience takes the fame as a role model and in turn these celebrities meet their lives.Celebrity endorsement has been in application from a wide time (Kaikati 1987), in fact not too late when advertisement techniques were taking on new forms b ecause advertisers realized soon that by using in public renowned soulfulnessalities in advertisements they will be able to align brands individualalities with that of the renowns. That is why advertisers go for a careful selection of celebrities because if any micro eyeshot may go wrong in celebrity endorsement selection process, whole of the celebrity endorsed advertisement campaign may collapse.This will ultimately display brand the way back to pavilion (Kaikati 1987, Till and Shimp 1995). This study aims 1. ) To identify the endorsement attributes in purchasing/buying intention of the consumers 2. ) To analyzed the speciality of its attributes such as itsstrong-arm Attractiveness, Popularity, inauguration Credibility, Brand Congruence and Bloodline/Heredity/Lineage. Literature Review Marketing tends to take a new and unique way of advert as advertisers are exploring different ways to make the advertisement effective and influential. One of these is the use of endorsers. Endorser is one outstanding considerable literature on this topic exists. The need for endorsers has been described in various ways. According to Erdogan, Baker and Tagg (2001), a spokespersons role is tomake the advertisement stand out from the clutter, percolate potential customers, add value to the brand, and lastly, build a lasting impression to encourage the consumer to make a purchase. Lane and Russell (2000), suggest that one of the radical challenges for advertising is to pass on a tangible and differentiating element to the marketing of services.Stafford, Stafford and Day (2002) refer to tangibility as the visualization of a services benefits or qualities, the crosstie with an extrinsic product, person, event, place or object, the physical representations of the service, and documentation such as facts or figures explaining the characteristics of a service. The use of an endorser is one of the methods of enhancing the tangibility of the advertisement and differentiatin g it from others. The Endorser An endorser is a person who makes a testimonial, or a written or a spoken statement, extolling the virtue of some product.This person could be a public figure or a private citizen. A testimonial usually applies to sales pitches attributed to ordinary citizens whereas endorsement usually applies to pitches by celebrities (Liu, Huang, & Jiang, 2007). This study focuses on 2 (2) types of spokespersons celebrity and anonymous. Celebrity Endorsers The use of celebrities to promote commercial goods and services is not new to advertisers. Companies envision that endorsers who are attractive and harmonic will transfer such qualities to their brands and products.In addition, as celebrities are constantly in the media, they serve to constantly remind consumers of the brands that they endorse. Indeed, the use of celebrity endorsers has been gaining in popularity over time. Specifically, celebrity endorsers are effective in generating increased attention and en hanced image of the brand. However, their durability in influencing purchase intention is much limited. Celebrities are mountain who enjoy public recognition by a large share of certain Group of people. And the term Celebrity endorsement as defined by McCracken Any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. (McCracken 1989) Advertisers go for celebrity endorsement because of its great benefits and immense possible baffle. there are certain potential advantages of celebrity endorsement, celebrities endorsed advertisements draw much than attention as compared to those of non-celebrity ones, helps the company in re-positioning its product/brand and finally empowers the company when its new in the market or plans to go global.However celebrity endorsement doesnt hold sole diagnose to success. It also presents the company with potential hazards. These might include, overshadowing, overexposure, and controversy (Erdogan 1999). Lay endorsers or anonymous models Lay endorsers are unknown individuals who are chosen based on the target market demographics. These anonymous individuals offer association with the target audience for a less expensive price. They are usuallypackaged as the typical person that the consumers can identify with (McCracken, 1989). Celebrity Endorsers vs. Non Celebrity EndorsersAccording to Seno & Lukas (2007), Celebrities are very much helpful than other type of endorsers such as the company manager, distinctive consumer and the competent expert etc. On the opposing, companies clutch imperfect control over the celebrity endorsers, since they have created their public character themselves over the years. Previous research on celebrity endorsement reveals that celebrity endorsers produced more doive attitude towards advertising and superior purchase intentions than a non-celebrity endorser (Atkin and Block 1983 Petty et al. 1983 Ohanian 199 1).On the contrary, Mehta (1994) argue that there were no statistically major difference in attitudes towards advertising, brand and purchase intention on endorsed brand among celebrity and non-celebrity endorsements. But, differences were found in cognitive responses generated by respondents. Endorsement Attributes Physical Attractiveness Physically attractive communicators are more successful in changing beliefs than are unattractive communicators (Chaiken, 1979). In todays society, people tend to place a heavy emphasis on attractiveness, and virtually advertisements feature attractive models.In a sense, the physical attractiveness of the endorser rubs off on the product, enhancing the products image and resulting in overconfident attitude change (Kahle and Homer, 1985). This points to the richness of matching up the image of the celebrity with the characteristics of the product. The match up notion suggests that the image of the product and the celebrity should come together, with the relevant attributes of the product being consistent with the characteristics of the endorser to gain positive impact with increased memorability and recall (Misra and Beatty, 1990).This effort to represent product and service imagery in ways that insinuate them into the consumers perceived needs and interests has always been the primary task of marketing. A clear showing of what consumers expect in gender role endorsements can help marketers in the evaluation and planning of the portrayal of product characteristics in different markets. Popularity This has been taken to heart by advertisers.The use of celebrities to advertise aproduct is based on the assumption thatgetting famous personalities to represent abrand will result to a higher degree ofadvertising appeal, believability, and recall ascompared to anonymous models. Numerous studies have indicated the link between celebrity attractiveness and attitude changes toward issues, product, and advertising evaluations (Cabal lero and Pride, 1984 Chaiken 1979 Kahle and Homer, 1985). Others have suggested that when a celebritys physical attractiveness matches up or is congruent with the presence and degree to which the product or service advertised enhances attractiveness (i.e. , attractive celebrity linked with an attractiveness- related product) there would be a positive impact upon product/service and advertisement evaluations (Kahle and Homer 1985). Source Credibility Source credibleness suggests that the effectiveness of a message depends on the expertness and trustworthiness of the source (Hovland, Janis, and Kelley, 1953 Sternthal, Dholakia, and Leavitt 1978). In general, a message source with higher credibility tends to be more effective than one with less credibility (Sternthal, Phillips, and Dholakia 1978).Since higher levels of source credibility tend to be associated with more positive attitudes toward the message and lead to behavioral changes (Craig and McCann, 1978 Woodside and Davenport, 1974), advertisers will opt to use celebrities if they think that they have a high level of credibility. Researchers have identified three components as making up the credibility construct knowledgeor expertise, trustworthiness, and appearance or attractiveness (Baker and Churchill, 1977 Joseph, 1982 Kahle and Homer, 1985 Maddox and Rogers, 1980).Attempts to measure the impact credibility on consumers intentions to purchase indicate that only expertise had any significant influence on intentions to purchase. There also seems to be a direct correlation between believability and overall advertisement effectiveness, as measured by purchase intentions (Kamins, Brand, Hoeke, and Moe 1989). plausible spokespersons are perceived to be moresocially and intellectually competent, andhave higher levels of integrity which makesthem more persuasive (Till &Busler, 1998). Brand CongruenceThe term congruence is used 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 variety of terms have been used (congruence, fit, link, match up effect, etc. ) but the general concept is the same. In the field of celebrity spokespersons, congruence was not unfeignedly defined as such until Misra and Beattys work (1990, p. 161). They deduced that it consisted of the factthat the passing relevant characteristics of the spokesperson are consistent with the highly relevant attributes of the brand.A number of authors have studied specific aspects of celebrity, such as gender and skin color (Huston, dOuville and Willis, 2003) or physical attractiveness (Kamins, 1990), but a few(prenominal) have analyzed congruence in the broader sense. Purchase/ Buying Intention Endorsers who are liked, perceived to be trustworthy, expert, and attractive, are said to have more positive influences on advertisement believability and brand image,which can contribute to purchas e intentions. They possess the ability to arrest and lure readers to an advertisement, thus making the communication more effective. Goldsmith et al.(2000) claimed thatcredible endorsers have been shown to have amore positive effect on consumers attitude towards the advertisement. Crediblespokespersons are perceived to be moresocially and intellectually competent, andhave higher levels of integrity which makesthem more persuasive (Till &Busler, 1998). These credible endorsers have the ability to significantly increase purchase intentions(Liu et al. , 2007 Pornpitakpan, 2003Erdogan, et al. , 2001). Past researches suggest that messagesource characteristics call for the consumersattitude towards the advertisement which inturn affects their attitude towards the brand(Goldsmith et al., 2000 Shimp& Gresham, 1985). Emotions and attitudes formedtowards an advertisement predict brand attitudes (Yoo&MacInnis, 2005). In addition, Brown and Stayman (1992) claimed that there is a consistent re lationship betweenattitude towards the advertisement andattitude towards the brand and purchaseintentions. McKenzie et al. (1986) stated thatconsumers are said to have a tendency topurchase products from brands where theydevelop positive attitudes (Goldsmith et al. ,2000). There is a consistent pattern showingthe effect of attitude towards the brand on purchase intentions.Lineage/Bloodline/Heredity Advertising literature also emphasizes the influence of ethnical variables in advertising effectiveness (McCracken, 1989 Paek, 2005). McCracken (1989) argued that the success of celebrity-endorsed advertisements depends on whether the endorser is recollectingful within a cultures consumer values and norms. In McCrackens Meaning Transfer Model, he claims that celebrity endorsers contain a broad range of meanings such as demographics, personality, and lifestyle. These meanings are transferred from the endorser to the product, and afterwards, from the product to the consumer.It is important for advertisers to understand the culture of their market for them to be successful. This is because consumers respond to advertising messages that are congruent with their culture, thereby rewarding advertisers who understand that culture, and who tailor advertisements to reflect its values (Paek, 2005). Hofstede (1984) describes spokespersons as cultural heroes because they serve as role models, and they possess characteristics that are looked upon by society. Typically marketers are defined to have the ability to control the behaviors of customers, but actually they have neither power nor information for that.Marketer may influence their buying behavior but not control. Several individual and not individual affect consumer behaviors. Motives, perceptions, attitudes, experiences, self concept, values can be considered as individual factors. And not individual factors can be expressed as, culture, profession, family, reference groups. Culture Culture is the analyzable of beliefs of human societies, their roles, their behavior, their values, traditions, customs and traditions. Culture is an extremely important concept to understand consumer behavior and that needs to be examined.Culture is the sum of a shared designing among members of society, customs, norms and traditions. The basic reason of persons desire or determination is culture. Geographical regions and religions are essential in the formation of sub-culture. The preference of individuals who live very close to each other can be different. Individuals belonging to different have different sub-culture values, attitudes and social structures of the members of other sub-culture. These differences, sub-cultural segmentation of the market activity has do an important variable.It is important to know thecharacteristics of the sub-culture in creating the marketing mix price, brand name identification, promotionalactivities and product positioning. Social groups, although they dont show in a formal proces s of similar lifestyle shows are groups formed by individuals. There are several features of social class. First, the behavior of members of the social class structure, education levels, attitudes, values and communication styles are similar, and these characteristics are different from other social class members.Second, individuals status is determined according to their societies. Third, social classes are determined not by according only one variable, also by such variables like education, income, living area, activities and values. Demographics Endorsement Attributes Physical Attractiveness Popularity Source Credibility Brand Congruence Bloodline/Heredity/ Lineage Buying Intention H2 H1 Figure 1. Research Framework H1 There are no significant differences in the level of effectiveness of endorsement attributes when respondents are grouped according to demographics.H2 Endorsement attributes significantly contribute to buying intention. Methodology Research Design The research was conducted to know the effectiveness of endorsement attributes and its impact to consumer buying intention. The study used Descriptive Diagnostic Method to determine the endorsement attributes and its impact on consumer buying intention. Descriptive research (Kothari,2004) is used for studies that are concerned with describing the characteristics of a particular group, whereas Diagnostic research determines the frequency with which something occurs to its association with something else.The data had been carefully studied and statistically interpreted as what they implied. The collection of data was in the form of questionnaires that were floated to the individual respondents. These questionnaires contained specific set apart of questions in order to obtain useful data that would lead the researchers to meet the goals and objectives that were set for the study. Respondents Majority of the respondents were randomly selected when the researchers floated the questionnaires. There were 200 respondents for the study. The respondents in this survey consisted of 101(50. 5%) males and 99(49.5%) females. About 127 (63. 5%) young professional and 73(36. 5%) students. It was discovered that respondents 105(52. 5%) are from the urban area and 95(47. 5) of them come from the rural area. The majority of the respondents nationalities were Filipino with the total number of 109 (54. 5%) respondents followed by the unconnecteders with the number of 91 or a 45. 5 %. Data Gathering Tool Relevant information, researches, and data were gathered finished primary and secondary sources. Primary information and data were generated with the use of questionnaires do and floated by the researchers.These questionnaires were sent out to the consumers who are particularly students and young professional. Part of the questionnaire included direct questions regarding the buying intention of consumers on several factors on the effectiveness of the advertisement. Secondary sources of dat a came from published materials like journals, theses, books that were obtained from Saint Louis University Library and other sources found from reliable websites in the internet. Instrumentation The questionnaire consisted in two thwarts. The world-class block of the questionnaire focuses on the demographic profile of the respondents.The second block of the questionnaire is divided into five parts, with each measuring the physical attractiveness, popularity, source credibility, brand congruency and lineage/bloodline/genetic endowment. On the left, focuses on the level of effectiveness and on the right focuses on the intention to buy. The Likert scale have been used to examine the level of its effectiveness of the endorsement if it is highly effective (4) or highly ineffective (1) and how consumers affect their buying intention where (1) indicates will not buy to (4) will surely buy.Reliability and Validity The questionnaire were well-tried through a pre-float, given to 25 indivi duals, conducted at New Lucban, Baguio City and was proven to be reliable. Cronbachs alpha was used to prove the internal and reliability of the questionnaire. It is commonly used when Likert wanted to determine the reliability of multiple questions in a survey. Reliability Statistic for the questionnaire was conducted with a result of . 863 Cronbachs alpha ratefor the level of effectiveness and . 877 for the intention to buy with an overall rate of .901 which indicates a high level of consistency and reliability for the level of the effectiveness of a questionnaire. An item-total statistics was also conducted, which means the importance of the question in a survey and with Cronbachs alpha rate of . 851. Therefore, the questions have the high level of consistency and reliability and it is valid to use in the survey. Results and Discussion This study aims to identify the endorsement attributes that influence the purchasing/buying intention of the consumers. Endorsement Attributes Ta ble 1. Level of Effectiveness of Endorsement AttributesIndicators Mean SD Sig 1. Physical Attractiveness 2. 8795 .40254 .000 2. Popularity 2. 6075 .30141 .000 3. Source Credibility 3. 1040 .46763 .000 4. Brand Congruency 3. 1550 .61332 .000 5. Lineage/Bloodline/Hereditary 2. 7795 .53980 .000 Physical Attractiveness The overall results revealed that the physical attractiveness of the endorser has a mean average of 2. 8795 (? = 0. 01) has an effect to the consumer on how they endorse clothing. When purchasing clothing, most consumers look into how endorser would feel comfort and look presentable to them. Physical Attractiveness is one important attribute.As consumers wants a product to satisfy certain specific needs. The benefit is also a factor that consumers have in mind when purchasing clothing. Many researches in advertising and communication suggested that physical attractiveness was an important cue in how an individual judge another person at first 30 sights. It is because beau ty usually made a better first impression. Because of increasing use of celebrity endorsement, attractiveness became an important dimension of source credibility (Ohanian, 1991). Popularity Popularity was measured using 12 items an overall mean score of 2.6075 (? = 0. 01) found out that there is a moderate effect with the popularity of the endorser regarding its effectiveness. Items regarding politicians and musicians endorsing had results, which are only slightly effective. This implies that choosing someone who will endorse a certain product also has an effect to the consumer. Leventhal (1994 in Miller 1994) suggests that celebrity endorsements are always a high-risk, high-reward situation and there is always a human element that you never know, and you have to weigh the potential risks vs. the potential rewards.McCracken (1989) suggests that endorsement is successful, when the properties of the celebrity are made the properties of the endorsed product. However, the study by Walke r et al. (1992) found that the endorser, which may have certain attributes that are desirable for endorsing the product, then again, he or she might also have other, even more closely associated attributes that are inappropriate for a specific product. Source Credibility Respondents indicate their level of effectiveness when an endorser possesses trustworthiness and expertise. Source Credibility items was measured with an overall mean score of 3.1040 (? = 0. 01) and found out that it is moderately effective. An honest/sincere person endorses food scored a highest mean of 3. 4400 (? = 0. 01) duration a dependable/reliable individual endorses food items score the concluding mean of 2. 8450 (? = 0. 01). This implies that the personality of the consumers is moderately effective as the influential of the endorser through its knowledge or expertise. Source credibility was the degree to which the receiver would believe the source has certain degree of relevant knowledge and/or expertise and they involve to believe the information offered by the source (Ohanian, 1990).At first, source credibility simply meant endorsers credibility in an advertisement (Aronson, Turner and Carlsmith, 1963). ultimately it was considered as an important factor which might affect consumers purchase intentions and attitudes toward advertising (Lutz, MacKenzie, and Belch, 1983). Brand Congruency An overall average mean of 3. 1550 (? = 0. 01) found out that endorsement on this items are moderately effective. Endorsing gadgets by an individual person that matches his character have an effect towards the consumer. With an overall mean result of 3. 3650 (? = 0.01) ranked the highest by the respondents. While on the other hand, an individual that endorses food items that matches his lifestyle got the mean of 2. 9500 (? = 0. 01) being the lowest in terms of brand congruency. The term congruence is used in several research areas, particularly brand extension, co-branding, sponsoring, and endors ement. In all these cases, the aim is to assess the fit between a brand and another entity (a new product category, another brand, an event, or an individual) (Fleck and Quester, 2007). A variety of terms have been used (congruence, fit, link, match up effect, etc.) but the general concept is the same. Lineage/Bloodline/ Hereditary Respondents indicated that the mean for that of an individual with an alien foreign citizenship who endorses gadgets 2. 7795 (. 03817) revealed that it is slightly effective in relation with their lineage/bloodline/heredity. The overall results revealed that the lineage/bloodline/heredity of the endorser has a mean average of 2. 7795 (. 03817) has an effect to the consumer on how they endorse gadgets. This implies that most consumers tend to buy gadgets which are endorsed by aliens who have a foreign citizenship.Consumer Buying Intention Table 2. Intention to Buy based on the Endorsement Attributes Indicators Mean SD Sig 1. Physical Attractiveness 2. 7215 .29872 .000 2. Popularity 2. 3820 .57176 .000 3. Source Credibility 2. 9005 .34793 .000 4. Brand Congruency 2. 9450 .42494 .000 5. Lineage/Bloodline/Hereditary 2. 4885 .43677 .000 Physical Attractiveness Respondents indicated their intention to buy when an endorser is physically attractive and was measured with an overall mean score of 2. 721 (? = 0. 01) An elegant person who endorses gadgets has the highest mean of 2.5850 (? = 0. 01) while a sexy individual who endorses food items score the lowest mean of 2. 6350 (? = 0. 01) This indicates that the decision of the consumers is that they most believably will not buy as the influence of the endorser with regards through his/her physical attractiveness. Popularity Popularity was measured using 12 items an overall mean score of 2. 3820 (? = 0. 01) revealed that consumers will most likely not to buy in relation with the popularity of the endorser regarding consumers buying intention. Athletes endorsing food items rated a mean of 2.900 0 (? = 0. 01) which is the highest rate among the 12 items. A politician who endorses clothing has the lowest rate with a rated mean of 1. 7500 (? = 0. 01). This implies that athletes who endorse food items have a great influence in a consumers intention to buy goods. Hence, a politician endorsing clothing is not influential as compared to the latter. Food Products especially Cereals has used top-notch athletes to grace the cover of their box for decades. Now, more than ever, the use of celebrity athletes to endorse food products is mainstream advertising.Michael Phelps and Frosted Flakes. Eli and Peyton Manning promoting Double-Stuff-Oreos. No doubt, these celebrity athletes can sell the goods. Source Credibility Respondents indicate their intention to buy when an endorser possess trustworthiness and expertise. Source Credibility items were measured with an overall mean score of 2. 9005 (? = 0. 01) and found out that they will most likely buy. Results of this study found that, hone sty and sincerity was significantly 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 normal significant with buying intention. A number of empirical studies have found that credible endorsers positively influence consumer attitudes toward brand, advertisement, and consumers purchase intentions (Agrawal& Kamakura, 1995 Kelman 2006 Amos et al. , 2008). Brand Congruency An overall average mean of 2. 9450 (? = 0. 01) found out that the intention of consumers are most likely 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) ranked the highest by the respondents. It is similar based on the nationwide survey under Solar, where 57 percent of selfies said their priorities for the next two years would be to acquire gadgets whil e 49 percent also cited having a car/vehicle. While regarded as the me, me, me times, the Sun Life study suggested that these selfies also aspired to be financially independent by having a business andproperties while waiting to start their own families. This may be because respondents come from the so-called selfie generationa new breed of young adults without financial dependents who form a growing consumer powerhouse in this country. Their typical two-year priority is to splurge on lifestyle-related consumer items like gadgets and cars. (Dumlao, 2013) Lineage/Bloodline/Hereditary The overall results revealed that the lineage/bloodline/heredity of the endorser has a mean average of 2. 2885 (? = 0. 01) this implies that most consumers will most likely not to buy.However, for food items endorsed by either an individual with alien foreign citizenship or a natural born Filipino, the consumers are most likely to buy. This may be because of Maslows Hierarchy of Needs where food belongs to the Biological and Physiological needs which must be satisfied first while mode and gadgets on higher levels like Social Needs and Self-esteem needs. Demographics and Endorsement Attributes Table 3. Demographics and Endorsement Attributes Indicators Demographics Mean SD Sig Physical Attractiveness Filipino 3. 0156 .41481 .000 Foreigner 2. 7165.32016 Popularity homespun 2. 5705 .25552 .002 Urban 2. 6410 .33532 Source Credibility Male 3. 0703 .59170 .000 young-bearing(prenominal) 3. 1384 .29057 Student 3. 3671 .45858 .001 Young Professional 2. 9528 .40254 Rural 3. 1179 .29499 .000 Urban 3. 0914 .58262 Filipino 3. 1991 .61002 .000 Foreigner 2. 9901 .11358 Brand Congruency Male 3. 2475 .73900 .000 Female 3. 0606 .43444 Student 3. 3356 .49367 .000 Young Professional 3. 0512 .65196 Rural 3. 0084 .38028 .000 Urban 3. 2876 .74275 Filipino 3. 3771 .67311 .000 Foreigner 2. 8890 .39594 Lineage/Bloodline/Hereditary Rural 2. 7011 .42011 .000Urban 2. 8505 .62236 Filipino 2. 7055 .64000 .00 0 Foreigner 2. 8681 .37175 Physical Attractiveness In the first of Table 3, it shows that physical attractiveness of an endorser is significant and it has an effect in terms 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 increasingly focus their comparisons on attributes they regard as personally important as they grow older, with physical attractivene