Featuring him...for her : a study of endorsers in the Singaporean female beauty market.
Lee, Pei Shan.
Liang, Stella Huiluan.
Tan, Xin Pei.
Date of Issue2011
College of Business (Nanyang Business School)
Many companies face difficulties in deciding on the most effective endorser for their advertising needs. Employing Androgynous-male endorsers to front female beauty brands is a new phenomenon that several Korean-beauty concept brands have employed in order to break through the clutter. However, the effectiveness of this method has yet to be investigated. The trend of employing Asian endorsers for the Asian market has also resulted in international companies rethinking their choice of endorsers- to continue using the Western endorser or to engage an Asian endorser. Based on the Self-Concept Theory, this research aims to explore the effectiveness of using androgynous-male endorsers versus feminine-female endorsers and Asian endorsers versus Western endorsers for female beauty products. Effectiveness is measured by attitude towards advertisement and purchase intentions which are proven to possess significant managerial implications. In addition, the paper examines the interaction effect between the gender of endorser and culture of endorser. This paper aims to provide businesses in the female beauty market target segment with a meaningful, but not all-comprehensive guideline in choosing an effective endorser.
Final Year Project (FYP)
Nanyang Technological University