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Transcript of Prelims
The effects of local teenage celebrity love team-based endorsement on the consumer behavior of Filipino teenagers.
Filipino teenagers prefer to patronize products endorsed in television commercials that featured local celebrity love teams.
ANGLE & SCOPE
A focus structured interview and survey of 200 randomly selected teenager respondents and five advertising and promotion
experts and representatives from sales and advertising agencies and department. The study will mainly focus on the television commercials that feature local celebrity love team and not on the products endorsed.
Nowadays, Filipino teenagers are the target audience of television commercial that features celebrity love teams. This study aims to explain the effects and implications of local celebrity love teams on the consumer behavior of teenagers.
Also, this study is of great importance to advertisers for it contributes to their deeper understanding of teenagers as their target market. Lastly, it provides awareness to the youth in becoming a smart and effective consumer.
Teenage love team endorsers promotes teenage consumers' consumption and purchase of the products they endorsed in television commercials.