Effectiveness of using Thai super stars for multiple brand endorsement

Abstract

In Thailand advertising industry, many leading brands use the same super stars to endorse their products in television commercial, and there are also many super stars being in this phenomenon such as Yaya, Na Dej, Pancake, Ken Teeradej etc. This has been questioned on brand confusion and weak advertising recall in majority of people. It extremely wastes tremendous advertising budget circulating in the industry. However, some people have different view that audience can better recall the advertisements, moreover, they believe the celebrities help enhancing product credibility and increasing consumers’ intention to buy the products. This research aims to find out the future guideline, procedure and solution helping business owners and marketers on the issue of using multiple brand super star endorser whether it is indeed benefit to the business or wastes immense advertising budget. The study is planned for quantitative survey of 400 respondents in Bangkok and nearby provinces and uses statistical package for social science research (SPSS) to analyze the data. The result shows that all respondents could recall TVC endorsed by Yaya and Na Dej. Moreover, they could remember the right product names high to 92-96%. They also had been convinced by Yaya and Na Dej TVC and created intention to buy the products 2 times higher. The brand credibility was higher almost 3 times as well. Heavy media weight had been mentioned in the survey as a significant tool to reinforce overcoming multiple brand confusion.