A Study Of Factors Affecting Body Image Through EFA

Abstract

In a today's dynamic and highly competitive business environment customers are becoming more demanding (Alsmadi, 2006). Researchers argue that advertisers should pay attention to how advertisement messages are presented to consumers (Smith, 1996). For example, the manner in which information is labelled or packed may have a substantial impact on customers' judgement and purchasing decisions (Smith 1996; Woodside & Singer 1994; Puto 1987). A celebrity is a well-known individual who is well-liked by a big proportion of a certain group of people (Schlecht, 2003). While characteristics such as attractiveness, extraordinary lifestyle, or special skills are just examples, and specific common characteristics cannot be observed, it can be stated that within a corresponding social group, celebrities generally differ from the social norm and enjoy a high level of public awareness (Schlecht, 2003). Freiden (1984) evaluated four categories of endorsers (celebrity, CEO, expert, and normal customer) and discovered that the celebrity endorser performed exceptionally well on characteristics such as trustworthiness, credibility, persuasiveness, and likeability when compared to other types of endorsers.