Utilizing endorsers in the advertising industry to promote products is
currently on the rise, and employing celebrities as the endorsers is
still the marketers’ favorite method. This study aims to analyze the
influence of the number of endorsers and the product’s involvement on
the consumers’ attitude towards the advertisement and the brand. The
research’s approach used a 2x2 factorial experimental design. A total of
120 undergraduate students, who were further divided into 4 groups,
were selected as the respondents of this study. The results show the
differences in consumer attitudes towards advertisements and the brand,
based on the number of endorsers and the product’s involvement. The
study also reveals that if there is low involvement with the product,
multiple celebrity endorsements will generate a better consumers’
attitude towards it than a single celebrity endorsement. Multiple
celebrity endorsements will also generate a better attitude among the
consumers towards the brand than a single celebrity endorsement will
produce.