Impact of nutritional knowledge on expert, third-party organization and celebrity endorsements.

• Main Authors: Tay, Kai Lin., Peh, Tian Yi., Tan, Clarin Si Min.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/43670
• Institution: Nanyang Technological University

Product packages involving endorsements by an expert, a third-party organization (TPO) or a celebrity, were compared for their impact on purchase intention, perceived product credibility and product liking. In addition, this study examined how consumer nutritional knowledge moderated the endorsement effects. A 3x2 factorial design was conducted via a two- part survey completed by 137 students from Nanyang Business School. The results showed that TPO endorsements were most effective in enhancing purchase intention and perceived product credibility, while celebrity endorsements were least able to do so. Nutritional knowledge, however, did not moderate endorsement effects on purchase intention, perceived product credibility and product liking.