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Polytechnic University of the Philippines
College of Business
Department of Advertising and Public Relations
EFFECTIVENESS OF SHAMPOO CELEBRITY ENDORSERS
ON PUP SENIOR ADVERTISING STUDENTS: FOR REAL OR FOR REEL?
In Partial Fulfillment of the Requirements in
AD303 Advertising and Public Relations Reseach
Presented by:
Estepa, Jerome C.
Flores, Kris Catherine D.
Nazario, Kim Angelo I.
Presented to:
Dr. Iluminada C. Camit
BADPR 3-1S
ii
Approval Sheet
Polytechnic University of the Philippines
College of Business
Delartment of Advertising and Public Relations
The descriptive research entitled, “Effectiveness of Shampoo Celebrity
Endorsers on PUP Senior Advertising Students: For Real or For Reel?”
prepared and submitted by Estepa, Jerome C., Flores, Kris Catherine, Nazario,
Kim Angelo in partial fulfillment of the requirements of the subject AD303
Advertising and Public Relations Research has been examined, accepted and
recommended for oral examination.
Dr. Iluminada C. Camit
Adviser
Noted by:
Prof. Elizabeth Santos Dean Dominador Gamboa
Chairperson, Dean, College of Business
Bachelor in Adverising and Public Relations
iii
ACKNOWLEDGEMENTS
The researchers would like to thank the following people who made this research study possible:
To Dr. Iluminada C. Camit, our adviser, for the continuous support and guidance she showered upon us during the writing of this research.
To the researchers’ familes and friends who inspired, helped and contributed on our financial needs.
To all the respondents Senior ADPR students and our classmates for their cooperation and understanding.
And above all these, to our almighty God for the blessings, the strength, the knowledge and the life.
Thank you.
TABLE OF CONTENTS
Title Page i
Approval Sheet ii
Acknowledgements iii
Chapter I: Introduction
Background of the Study 1
Conceptual Framework 5
Hypothesis 6
Statement of the Problem 6
Importance of the Study 6
Scope and Delimitation 7
Definition of Terms 8
Chapter II: Review of Related Literature
Foreign Literature 10
Foreign Studies 13
Local Literature 21
Local Studies 22
Chapter III: Research Methodology
Research Method Used 29
Instrument Used 29
Respondents 29
Data Gathering 30
Statistical Treatment of Data 30
Chapter IV: Presentation, Interpretation and Analysis of Data
Table 1 Respondents’ Profile
Table 1.1 Distribution of Respondents According to Gender 31
Table 1.2 Distribution of Respondents According to Section 32
Table 1.3 Distribution of Respondents According to Age 33
Table 2 Distribution of Percentage According To
What Influences Them To Buy a Certain Shampoo Brand 34
Table 3 Respondents’ Answers About
The Definition of Celebrity Endorsement 36
Table 4 Distribution of Respondents According to
The Effectiveness of Celebrity Endorsers
Table 4.1 Respondents’ Replies On Whether
They Are Influenced By Celebrity Endorsers Or Not 38
Table 4.2 Distribution of Respondents According To
The Effects Of Celebrity Endorsement In Their Lives 40
Table 4.3 Respondents’ Reactions On Whether
The Effects Of Celebrity Endorsement Are Good Or Bad 41
Table 5 Distribution Of Respondents According To
The Celebrity Endorsers And Shampoo They Know 42
Table 6 Respondents’ Answer On Whether
Celebrity Endorsers Are Believable Or Not
Table 6.1 Distribution Of Respondents According To
The Believability Of Celebrity Endorsers 43
Table 6.2 Respondents’ Replies On
Why They Believe Celebrity Endorsers 44
Table 6.3 Distribution Of Respondents According To
The Reason Why They Do Not Believe Celebrity Endorsement 46
Table 7 Respondents Replies On Whether
They Consider Celebrity Endorsers As The Brands Themselves Or Not 48
Table 8 Distribution Of Respondents According On
Whether Celebrity Endorsers’ Real Life Actions Affect Their Shampoo Buying 49
Chapter V: Findings, Conclusions and Recommendations
Findings 50
Conclusions 52
Recommendations 53
Bibliography 54
Appendices
Appendix A – Open-Ended Questionnaire Sample 56
Appendix B – Close-Ended Questionnaire Sample 57
Appendix C – Survey Forms 58
Curriculum Vitae
Jerome C. Estepa 68
Kris Catherine Flores 69
Kim Angelo Nazario 70
Chapter I
Introduction
Background of the Study
Their billboards fill the length of Epifanio Delos Santos Avenue (EDSA).
Their shows occupy our daily television habit. Their bodies and faces have
frequently graced the covers and centerfolds of magazines. And they are the
trending topics in every search engines and social networking sites existing in the
worldwide web today. Without contest, celebrities are everywhere—24 hours a
day, seven days a week.
We see them everywhere at every time of the day that these eye-candies
are already transforming into eye-sores. They also cause too much media clutter.
In spite of that, we, however, are too obsessed with them that we ignore the
clutter and the eye-sores.
Instead, since we cannot get enough of them, we crave for more. We tend
to eavesdrop more on their conversations and pry more about their private lives.
We are so obsessed with celebrities even to the extent of imitation. Re-quoting
what Synergy Business Consultancy’s managing director Germaine Reyes
quoted from CBS News, our generation is truly and definitely “The New Age of
Celebrity Worship.”1
1 Germaine Reyes. Mad About Celebrity Endorsers. Adobo Magazine. Nov-Dec 2009: p. 84.
2
People’s tendency to imitate, this celebrity worship, is viewed as an
opportunity—a channel—by business firms to market their brands. Hence,
celebrity endorsement exists.
In such an endorsement, celebrities vouch for the effectiveness of these
products by saying they use these products. So it is not rather unusual to see
celebrities such as Sharon Cuneta, Manny Pacquiao, and Marian Rivera
swearing by the products they make use of. They even become the brands’
personifications. Celebrity endorsement is the reason why we see them more
frequently than their regular television shows.
Notwithstanding the media clutter caused by celebrity endorsement, this
proves to be effective. In fact, in a study published in Adobo Magazine Germaine
Reyes dubbed celebrity endorsement as “the most potent strategy in Philippine
Marketing today.”2
Furthermore, a market research has revealed that 80percent of television
advertisements featuring celebrity endorsers garnered the highest recall.
3
Likewise, Synergy’s recent study has uncovered that 70percent of Filipinos
purchased a product because of a celebrity endorser.4
Digging even further, their study has also disclosed that, with 95percent,
personal care products category (shampoo, bath soap, toothpaste, and the likes)
is the most suitable to be endorsed by a celebrity. To illustrate, 61percent of
2 Germaine Reyes. Mad About Celebrity Endorsers. Adobo Magazine. Nov-Dec 2009: p. 84. 3 Ibid. 4 Ibid.
3
those influenced by a celebrity endorsement bought a personal care product,
which is 40percent higher than their advertising expenditure for the first half of
2009.5
This numbers are not surprising. It is a worldwide phenomenon. In fact
according to a statement of renowned psychologist Dr. Stuart Fischoff in a CBS
News article by Christine Lagorio, as social beings in our DNA is the admiration
for alpha males and females, “the ones important in the pack.” He further
asserted that we are sociologically “programmed” to follow the ‘leader’.
6
This fact is not hidden from the firms, and they exhaust all expendable
resources in planning an effective celebrity endorsement campaign. That
explains why shampoo manufacturers and 2009 Nielsen’s top advertisers like
Unilever, Procter & Gamble, and Colgate-Palmolive would spend an
accumulated amount of PhP44, 069, 000, 000.00
7
5 Germaine Reyes. Mad About Celebrity Endorsers. Adobo Magazine. Nov-Dec 2009: p. 84-85.
to show celebrities waving
their ‘beautified’ hair on a 30-seconder commercial.
That, however, is just the big picture. An overview. But can an overview be
applied in a more particular sense? Can we apply this generalization to a more
specific situation? These questions got the researchers curious. That is why they
chose this subject as their research topic.
6 Christine Lagorio. A New Age Of Celebrity Worship, Experts Dissect The Good, The Bad, And The Ugly Of Being A Fan. CBS News. 14 January 2011 <http://www.cbsnews.com>. 7 Nielsen Advertising Information Services. Nilesen Top 20 Advertisers (Full Year 2009). Adobo Magazine. Mar-Apr 2010: p. 94.
4
This research entitled “Effectiveness of Shampoo Celebrity Endorsers on
PUP Senior Advertising Students: For Real or For Reel?” will undertake the
factors that influences the shampoo purchasing behavior of PUP senior
advertising students and analyze the effectiveness of shampoo celebrity
endorsers on the said group of respondents. The researchers want to find out
how effective celebrity endorsers on the shampoo purchasing behavior of PUP
senior advertising students and how close it is to the bigger picture provided by
previous researches.
The purpose of this study is threefold. It intends, first, to devise a
microscopic simulation of Synergy’s study. Second, it aims to present, analyze
and interpret the responses of the respondents. Finally, it concludes with a proof
or a disagreement with the findings of Synergy’s study.
With this research, the researchers aim to find out how influential celebrity
endorsers are in a more specific sense. Is this effect worth all the efforts? Is this
for real? Or for reel?
5
Conceptual Framework
This research employs the Input-Process-Output (IPO) model. This is the
most often used research paradigm for descriptive researches such as this.
The traditional manner of illustrating inputs, processes, and outputs is
shown below:
OUTPUT
Effectiveness of shampoo celebrity endorsers on PUP senior advertising students
PROCESS
Survey questions Open-ended and close-ended questionnaires
INPUT
Factors that influence the respondents' choice of shampoo
F
E
E
D
B
A
C
K
6
Hypothesis
As its hypothesis, the research “Effectiveness of Shampoo Celebrity
Endorsers on PUP Senior Advertising Students: For Real or For Reel?” asserts
that there is no significant difference between the effectiveness of shampoo
celebrity endorsers on the general public and on PUP senior advertising
students.
Statement of the Problem
This study endeavors to describe the factors influencing and the
effectiveness of celebrity endorsers on the shampoo purchasing behavior of PUP
senior advertising students. This research intends to answer following questions:
1. What are the factors that affect respondents’ shampoo purchasing
behavior?
2. How influential celebrity endorsements in the respondents’ shampoo
purchasing behavior?
3. What are the respondents’ top-of-mind shampoos and shampoo
celebrity endorsers?
4. What are the effects of endorsers on respondents’ lives?
5. Are these effects good or bad?
7
Importance of the Study
This study reflects the behavior of PUP senior advertising students. Thus,
this can be a model for the age bracket wherein this students are included, which
can be used by firms to better grasp the purchasing behavior of the said age
bracket.
Scope and Delimitations This study is focused on the effectiveness of celebrity endorsers. To make the
study controllable within a reasonable timeframe, this research covers endorsers
of shampoo brands and limits its respondents to senior advertising students of
the Polytechnic University of the Philippines only. The senior advertising students
included in this study are those from the main campus located in Santa Mesa,
Manila only. Senior advertising students from other campuses, sub-campuses
and extension branches other the one aforementioned, should there be such an
occurrence, is certainly not included.
8
Definition of Terms
Advertiser (ad’-vər-tīz-er) – noun - someone who gives public notice of;
someone who makes known through an agency of the press; an informer.8
Behavior (bi-hā’-vyər) – noun – anything that an organism does involving action
and response to stimulation.
9
Celebrity (sə-le’-brə-tē) – noun – a famous or celebrated person.
10
Effectiveness (i-fek’-tiv-ness) – noun – the extent of being successful.
11
Endorser (in-do rs’-er) – noun – someone who recommends (as a product or
service) usually for financial compensation <shoes endorsed by a pro basketball
player>.
12
Influence (in-flü’-ən(t)s) – noun – the act or power of producing an effect without
apparent exertion of force or direct exercise of command.
13
8 Advertise. 14 January 2011. <
PUP senior advertising students (pē-yu-pē sē’-nyər ad’-vər-tīz-ing stü’-dənt) –
noun – fourth year learners of the Department of Advertising and Public
Relations at the Polytechnic University of the Philippines.
http://www.merriam-webster.com/advertise>. 9 Behavior. 14 January 2011. <http://www.merriam-webster.com/behavior>. 10 Celebrity. 14 January 2011. < http://www.merriam-webster.com/celebrity>. 11 Effective. 14 January 2011. <http://www.merriam-webster.com/effective>. 12 Endorse. 14 January 2011. <http://www.merriam-webster.com/endorse>. 13 Influence. 14 January 2011. <http://www.merriam-webster.com/influence>.
9
Purchasing (pər’-chəs-ing) – gerund and past participial form of the verb
purchase – buying; obtaining something by any outlay of labor, time, sacrifice, et
cetera.14
Respondents (ri-spän’-dənts) - noun - one who maintains a thesis in reply; a
person who responds to a poll.
15
Shampoo (sham-pü’) – noun – preparation used for washing the scalp.
16
14 Purchase. 14 January 2011. <
http://www.merriam-webster.com/purchase>. 15 Respondent. 14 January 2011. <http://www.merriam-webster.com/respondent>. 16 Shampoo. 14 January 2011. <http://www.merriam-webster.com/shampoo>.
Chapter II
Review of Related Literature
Foreign Literature
Fresh02’s article “Amore Ryeo Shampoo Is a Big Success With Yoon Eun
Hye” which appeared in Yoon Eun Hee website illustrates the good effects of
celebrity endorsements to firms.17
According to the said article, Yoon Eun Hye has been making Amore’s
Ryeo Herbal Hair Shampoo a huge success for the company. Yoon Eun Hye has
been endorsing Amore’s Ryeo herbal hair shampoo for some time now, putting
out a few a commercials in addition to print ads. Amore reported that profit from
Ryeo for the 3rd quarter of 2009 went up a whopping 142% over the same period
last year.
18
“Process that – a 142% increase in profit. I don’t know how the Korea
shampoo industry works – maybe there are lots of ups and down, but even a 5%
year over year increase is considered successful. But to more than double profit
17 Fresh02. Amore Ryeo Shampoo Is a Big Success With Yoon Eun Hye. 26 December 2009. Yoon Eun Hee Site. 14 January 2011 <http://yooneunhye.net/blog/amore-ryeo-shampoo-big-success-yoon-eun-hye/> 18 Ibid.
11
in a year is a true testament to Yoon Eun Hye’s marketing power.19
“Yoon Eun Hye certainly has the Midas touch, also known by fans as
the YEH Effect,” the writer concluded.
” The writer
further wrote in awe of the said feat.
Additionally, it’s been shown that Yoon Eun Hye has real impact on
consumers. Also in the article, a recent survey of 328 alopecia patients from the
Lee Munwon Clinic, when asked “which TV CF of 2009 left you with the deepest
impression?” – 78.9% of respondents chose the Ryeo shampoo CF (commercial)
featuring Yoon Eun Hye.
20
On the other hand, an article which appeared in The Luxe Chronicles
entitled “L'Oreal and the Perils of Celebrity Product Endorsements” is a perfect
example of the bad effects of celebrity endorsement.
21
19 Ibid. 20 Ibid.
The article is about French cosmetics giant L’Oreal and Girls Aloud singer
and X Factor judge Cheryl Cole. L’Oreal hired Cheryl Cole to front their Elvive
Full Restore shampoo and conditioner range, but they did not consider the fact
“that her luscious locks may in fact be attributable to artificial hair extensions and
therefore impervious to the effects of the company's products. As a result, they
have many U.K. consumers crying foul and rightfully so.”
21 The Luxe Chronicles. L'Oreal and the Perils of Celebrity Product Endorsements. November 2009. The Luxe Chronicles. 14 January 2011 <http://www.theluxechronicles.com/the_luxe_chronicles/2009/11/loreal-and-the-perils-of-celebrity-product-endorsements.html>.
12
Disclaimers were inserted in the advertisements. “The television
commercial featuring the singer contains a message stating that her hair is
“styled with some natural extensions”, it remains on screen for fewer than two
seconds of its 30-second duration. The print ad contains a disclaimer in
characters measuring just 2mm high.” L'Oreal maintains that while Cole's
lustrous mane contains extensions made of human hair, they argue that such
extensions are cared for in the same way as natural hair suggesting that their
product claims are therefore perfectly valid. The U.K. Advertising Standards
Authority (ASA) has so far rejected a number of complaints regarding the
misleading nature of the adverts concluding that the disclaimer about Cole’s hair
extensions was “clear and legible”.
Unfortunately for them, Cole's hairdresser Julien Guyonnet has now come
forward and contradicted the statement suggesting that her extensions are in fact
derived from artificial fibers. More importantly, many consumers are speaking out
and voicing their displeasure at just how far brands can go in their advertising
claims and still be within the legal confines of regulations governing advertising
standards.
Part of the problem is that like so many celebrity figures, even the most
intimate details of Cole's private life (including her husband's marital infidelities
and her grooming preferences) are routinely dissected by British tabloids for the
reading pleasure of her legions of fans among whom her hair extensions are
apparently common knowledge. It becomes rather difficult for a brand to
13
subsequently hide behind a weak disclaimer when their brand ambassadors are
subjected to this level of scrutiny.
Interestingly, Cole's image does not seem to have been adversely affected
by the controversy with many speaking out in her defense. Rather, it is L’Oreal’s
corporate image that's taking a hit. After all this, one has to wonder whether her
endorsement (which most likely did not come cheap) lived up to the brand's
trademark tag line and was indeed worth it.
Foreign Studies
Brad and Angelina, Tom and Katie, Nick and Jessica - it seems people
can’t get enough of hearing about the gritty details of celebrities’ lives. 22
The article “A New Age Of Celebrity Worship: Experts Dissect The Good,
The Bad, And The Ugly Of Being A Fan” which appeared in the website of CBS
News explored and analyzed the psychological implications of being a fan.
23
"You have a confluence of forces coming together in technology and the
media to make it happen and it's worldwide and it's multiplying like lice," says
Stuart Fischoff, Ph.D., spokesman for the American Psychological Association
It's called being "star struck," and it's a phenomenon that is not only bigger
than life - it's bigger than ever.
22 Christine Lagorio. A New Age Of Celebrity Worship, Experts Dissect The Good, The Bad, And The Ugly Of Being A Fan. CBS News. 14 January 2011 <http://www.cbsnews.com>. 23 Ibid.
14
and professor emeritus of media psychology at the California State University at
Los Angeles.
Indeed, from the international mania of the New York Post's Page Six, to
increasing circulation of celebrity-driven publications like People, US, OK, and In
Style, to the cult star status of gossip reporters like Entertainment Tonight's Mary
Hart and the New York Daily News’ Rush & Malloy, there is no question that all-
things-celebrity have captured - and are keeping - our attention like never
before.
But what drives our endless fascination with celebrity worship? And more
important, can its enticing seduction ever be harmful to our health?
The answer, it seems, depends a lot on who is doing the worshipping -
and the reasons why.
"Like most things there’s a dimensional approach here; there are some
people who are fascinated by celebrities lives, but also involved in meaningful
activities and relationships in their own lives, and for these people star watching
is usually a harmless diversion," says Eric Hollander, M.D., professor of
psychiatry and director of the Compulsive, Impulsive and Anxiety Disorders
program at Mt. Sinai School of Medicine in New York City. 24
24 Ibid
For others, however, things don't go quite that way.
15
Hollander says there are an increasing number of us for whom the
fascination with celebrities is a substitution for real life - with the focus on a
celebrity replacing the focus that should be on our own lives. And that, he says,
is the point at which some folks begin to get into trouble.
Depression, anxiety, and a decrease in self-esteem are just some of the
documented problems that can result when we take the focus off our own lives
and instead focus all our energy on the life of a celebrity.
The theory behind how and why we come to worship celebrities (and why
some of us are more affected than others) is a pop-culture question almost as old
as pop culture itself.
In fact, experts say that as long as there have been those who pull ahead
of the crowd in fame or fortune, there has been a curious crowd wanting to
follow.
Fischoff, who has academically studied the cult of celebrity, says the very
need to find an idol and follow him is programmed into our DNA.
"What's in our DNA, as a social animal, is the interest in looking at alpha
males and females; the ones who are important in the pack," says Fischoff. We
are sociologically preprogrammed to "follow the leader," he says, and notes that
we are biochemical sitting ducks for the Hollywood star system; even the stars
themselves get caught up in the mystique. 25
25 Ibid.
16
"I know celebrities that are star struck by other celebrities - even major
politicians are more likely to sit up and take notice of an issue when a celebrity is
doing the talking. So this is clearly something that really is in our DNA," says
Fischoff.
However, the real issue may be that some of us clearly handle the impact
of that DNA better than others. That's precisely the finding of several studies that
helped establish the idea of "Celebrity Worship" as a recognizable mental health
problem for some.
In research published in the British Journal of Psychology, psychologists
established a "sliding scale" of celebrity worship - one in which the devoted fan
becomes increasingly hooked into the object of their attention, until their feelings
begin to resemble addiction.
In another study with more than 600 people, psychologists found that
about a third qualified for a condition they coined "celebrity worship syndrome" -
a condition wherein, at its most severe, the object of our worship becomes the
central figure in our lives.
"Information about the celebrity, or any little thing from their life, is like a fix
the worshipper must have - they are almost compelled to learn more, read more,
and know more. And it's nonending," says Long Island, N.Y., psychologist Abby
17
Aronowitz, Ph.D. Experts say some even begin to believe they have some
special connection to the celebrity.26
"The whole Hollywood spin machine works together to create images that
are impossible for any of us to live up to. They purposefully set us up to admire
and even covet something we can never have," says Aronowitz.
Not surprisingly, the study also found feverish fans are likelier to suffer
from anxiety, depression, and social dysfunction. And while the authors are clear
on the fact that being a fan does not cause you to be dysfunctional, they say it
can certainly increase your risk.
While our DNA may set us up for star worship, it's clear not everyone
takes it to the extreme. For those that do, Fischoff says the mania is, in a way, a
star-studded egg just waiting to hatch.
"A lot of these people who fall deeply into celebrity worship are just
abnormal pathology waiting to happen. The fact that it comes out in the form of
idolization of a particular celebrity is less important than recognizing the
pathology was there all along. And if it was not focused on a celebrity it would be
focused on something else, but it would still be there."
Aronowitz agrees, but also says the entertainment media is at least partly
to blame for creating the "monster" known as the celebrity superfan.
27
26 Ibid. 27 Ibid.
18
Then, she says, when we are completely vulnerable, they sell us the
image even harder - from headlines that titillate us with "celebrity secrets," to the
books, diets, cosmetics, foods, jewelry, and clothes that promise we'll be closer
to the ones we adore.
"There are fortunes being made by turning fans into victims, and all it
starts by creating that frenzy known as celebrity worship," says Aronowitz.
Ironically, however, almost as quickly as the media builds our celebrity
heroes, they break them via the increasingly growing practice of hanging a star’s
dirty laundry out for all to see. And it is this practice, says Aronowitz that can
have some very twisted and negative effects on fans.
"Prior to Marilyn Monroe, a star’s life was hidden from the public. But now,
instead of a glossy ideal, we see celebrity's ugly messes, including their drug and
alcohol abuse, which, for many who admire these people, translates into a very
dangerous message," says Aronowitz.
Indeed, a study published in the journal Lancet showed that adolescents
who viewed smoking in movies were more likely to begin the habit themselves.
Others have hinted the same may be true for drug and alcohol use, as well as
eating disorders such as anorexia, which can develop when fans try to emulate
the unrealistic low weights of their favorite stars.
Moreover, extreme copycat desires of some can even turn deadly, when
the one we worship takes - or loses - his or her life.
19
"Some, mostly young fans, can become so overwhelmed by the loss that
they themselves begin to believe their life is not worth living," he says. 28
"If you idolize someone for their accomplishments, and those
accomplishments spurn you on to make gains in your own life, then admiring a
celebrity can have a positive influence on your ambition, or even your mental
health," says Aronowitz.
While for some, celebrity worship can be unhealthy, experts say that for
most of us, it's a pleasant diversion that can actually improve our lives. This is
particularly true when the object of our interest sets a good example that helps us
strive to achieve our own ideals.
29
28 Ibid. 29 Ibid.
Indeed, many say that the popularity of Donald Trump's hit show The
Apprentice and his own new-found star status stemmed from the fact that both
he and the show provided a can-do attitude that inspired many young viewers to
move forward on their own dreams. This mirrors the success - and the feverish
fan base - for shows like American Idol, the Hollywood dream machine that
showcases fresh talent from around the country.
Experts say hero worship can yield even more positive results when
celebrities take to the streets with campaigns that encourage good health - and
ultimately help convince us to personally make changes in our own lives.
20
"Celebrities can have a positive influence on our life, with positive
messages. They can be very helpful in terms of increasing awareness and
decreasing stigma about many problems, including health problems, that might
otherwise not get the attention they need," says Hollander. 30
"In this respect, a celebrity can act almost like a support group - helping us
to see that life is OK, that I can do this, you can do this," she says.
Such was the case when Katie Couric launched her awareness campaign
about colon cancer, when Brooke Shields gave postpartum depression some
much-needed attention, or even when Michael J. Fox helped increase our own -
and our politicians' - interest in stem cell research.
31
30 Ibid. 31 Ibid.
Indeed, if there is a key to being a "healthy" fan, experts say it is in our
ability to enjoy what a celebrity brings to our life, without them becoming our life.
"If you can just have fun with it, if it's not replacing emotional connections
in your real life, then it's really all OK," Aronowitz concludes.
21
Local Literature
ABS-CBN Global’s article “Maja Salvador: All Grown Up And Ready For
The Big Leagues” narrates the experience and how it is to be an endorser.32
Nineteen year old Maja Salvador couldn't hide her excitement when we
asked how she felt when she first found out about her latest shampoo
endorsement. "Masaya, grabe ang laking trust nung binigay sa akin ng Sunsilk
para mag-endorse ng brand nila. Di ba ang dami daming artista tapos ako pa
yung nakuha. Wala akong masabi!" she humbly admits. The talented young
actress, who can be seen regularly on Kapitan Boom every Saturday is all about
work these days, despite being linked to a string of equally handsome young
guys like John Prats, Jason Abalos, and Carlo Aquino. Maja admits that it was
that kind of hardworking dedication that probably sealed the deal for her getting
her newest endorsement. "Siguro nakita nila sa akin na sobra akong matrabaho,
kasi lahat ng best ko binibigay ko sa trabaho," she shares.
33
Although she has always been admittedly kikay, Maja nowadays admits
reveals that being a multiple product endorser (hair products, flip-flipsflops,
cologne, and a fashion clothing brand) nowadays has also had has major effects
on how she carries herself. "Ngayon, mas gusto ko na lagi na ayos yung buhok
ko. Minsan gusto ko straight tapos minsan naman kulot. Pag nasa ASAP, gusto
32 ABS-CBN Global. Maja Salvador: All Grown Up And Ready For The Big Leagues. ABS_CBN Global. 14 Jan 2011 <http://www.abs-
cbnglobal.com/itoangpinoy/entertainment/showbiznews/tabid/136/articleid/1739/targetmoduleid/511/
default.aspx>.
33 Ibid.
22
ko kulot ako. Tsaka napansin ko ngayon na dapat terno lagi yung damit ko," she
gushes.
Local Studies
The study “Impact of Celebrity Endorsements on Overall Brand” discusses
how celebrities affect the business world as endorsers.
The modern world of marketing communication has become colorful and
inundated with advertisements, and it is hard to get noticed. It is an uphill task for
the designer of an advertising campaign to differentiate itself from others and
attract viewers’ attention.
Everyday consumers are exposed to thousands of voices and images in
magazines, newspapers, and on billboards, websites, radio and television. Every
brand attempts to steal at least a fraction of an unsuspecting person’s time to
inform him or her of the amazing and different attributes of the product at hand.
The challenge of the marketer is to find a hook that will hold the subject’s
attention. In helping to achieve this, use of celebrity endorsers is a widely used
marketing communications strategy.34
In this jet age, people tend to ignore all commercials and advertisements
while flipping through the magazines and newspapers or viewing TV. But even
then, the glamour of a celebrity seldom goes unnoticed. Thus, celebrity
endorsement in advertisement and its impact on the overall brand is of great
significance. In this process, the companies hire celebrities from a particular field
34 Ibid.
23
to feature in its advertisement campaigns. The promotional features and images
of the product are matched with the celebrity image, which tends to persuade a
consumer to fix up his choice from a plethora of brands. Although this sounds
pretty simple, but the design of such campaigns and the subsequent success in
achieving the desired result calls for an in-depth understanding of the product,
the brand objective, choice of a celebrity, associating the celebrity with the brand,
and a framework for measuring the effectiveness.
Companies invest large sums of money to align their brands and
themselves with endorsers. Such endorsers are seen as dynamic with both
attractive and likeable qualities and companies plan that these qualities are
transferred to products via marcom activities. Furthermore, because of their
fame, celebrities serve not only to create and maintain attention but also to
achieve high recall rates for marcom messages in today’s highly cluttered
environments.
Similarly every product has an image. The consumer tries to consume a
brand which has the maximum fit with his/her own personality/image. The
celebrity endorser fits in between these two interactions, where he tries to bring
the image of the product closer to the expectation of the consumer, by
transferring some of the cultural meanings residing in his image to the product.
“The model of Celebrity Endorsement”, is essentially based on the
theoretical framework of Classical Conditioning given by Pavlov.
24
Upfront, this seems like a very effective weapon in mature and saturated
markets, which differentiates products from those of the competitors by clearing
the clutter and reaching the consumer. But is the impact so significant, or are the
celebrities themselves adding to the clutter?35
Through this paper we primarily try to evaluate the impact of any celebrity
endorsement campaign on the brand by analyzing it through our “
Impact-
Analysis Framework” consisting of - brand, consumer and the celebrity as well as
the interactions between the Consumer - Endorser and Brand - Endorser. And
finally, is the investment in a celebrity commensurate to the returns earned by the
company?36
If the world were full of all wise men and all wise women; we would have
never heard of a term called “advertisement”. And then good products would
35 Ibid. 36 Ibid.
25
have found the right customers and grown to prosperity. Firms would have
worked out a mathematical formula to sell and succeed. But the buying process
isn’t rational; and so is this world.
Most people are die-hard movie and sport buffs; and this aspect of the
consumers has invited the concept of “Celebrity Endorsement” to the world of
advertisement. The purpose of this paper is to analyze the role of Celebrity
Endorsement in the process of brand-building by taking appropriate examples
from the advertising landscape.
Advertising started with the hawkers who used to call out their wares right
from the days when cities and markets first began. With this evolved a strategy
that tried to benefit from the emotional attachment of the admirers or the fans of
the celebrities; in the form of celebrity endorsement.
Paper tries to understand the process of consumer psychology and impact
of celebrity endorsement on the overall process of brand building. The in-depth
study of various models brings to light the complexities pertaining to celebrity
endorsement. A symbiotic model has been proposed to define: how to make
celebrity endorsement a win-win situation for both the brand and the brand-
endorser. “Brand” is the most valuable asset of any firm. Any thoughtless
adventure can be like the Sword of Damocles. It’s the “strong idea” of promotion
which is a more strategic means of brand-building; which can be an economical
alternative over celebrity endorsement.
26
This paper rifles through the concept of celebrity endorsement and
provides insights on what it is and how the increasing number of endorsements,
throw a valid question to the consumers. Is there a science behind the choice of
these endorsers or is it just by the popularity measurement? What are the
reasons which lead to impact of celebrity endorsement on brands?
Through research and analysis, this paper emerges with a 14-point model
which can be used as blue-print criteria and can be used by brand managers for
selecting celebrities, and capitalizes the celebrity resource through 360 degree
brand communication since our research proposes it as the foundation brick of
the impact of celebrity endorsement. Our study reveals that the impact of
celebrity endorsement is proportional to the 14 factors discussed in the model. 37
37 Ibid.
The success of a brand through celebrity endorsement is a cumulative of
the 14 attributes. Greater the score of the below greater are the chances of
getting close to the desired impact.
The general belief among advertisers is that brand communication
messages delivered by celebrities and famous personalities generate a higher
appeal, attention and recall than those executed by non-celebrities. The quick
message-reach and impact are all too essential in today’s highly competitive
environment.
27
We put forward certain ideas like ‘positioning by association’, ‘diminishing
celebrity utility’ and the Multiplier Effect which show the triangular relationship
between the brand, the consumer and the celebrity.38
However, the above might be too simplistic a solution for multitudes of
marketing problems in the real world. Hence to analyse how effective any
Celebrity Endorsement campaign is, we need to look at the various factors which
impact its success. Through this paper, we have developed an analytical
Now, despite the potential benefits derived from celebrity endorsements,
they increase a marketer’s risk manifolds and should be treated with full attention
and aptitude. A brand should be cautious when employing celebrities to ensure
promise believability and delivery of the intended effect. The growing importance
of mythical characters as celebrities and their sway over the target segments are
ample proof of public demand for icons to look up to. As the celebrities traverse
from a mere commercial presence to public welfare message endorsements, a
whole new dimension is added to this process and helps us in achieving a
holistic view of the impact which celebrities generate in every sphere and
segment through their well-versed endorsements.
Celebrities have also been in demand having succeeded in being effective
by rising above the clutter & grabbing the attention and focus of the consumer.
They also succeed in creating an aspiration in the minds of the consumer to
acquire what their favorite celebrity endorses.
38 Ibid.
28
structure called “Impact-Analysis Framework” comprising three main factors -
Brand, Consumer, Endorser and the interaction between Brand - Endorser and
Consumer-Endorser.
Further, we apply our framework to a series of celebrity campaigns to
gauge the reasons for the success and failures of each to check the validity of
our model. In our analysis, we also came across factors which have impacted
campaigns in very specific terms and hence cannot be generalized; to elucidate
the same, we have presented analysis of some of these unique cases which
have been marked by diverse outcomes.39
39 Ibid.
Chapter III
Research Methodology
This chapter of the study intends to explain the procedures undertaken in
this research. It aims to describe how this research is made. This chapter will
communicate about the research method, instruments used, respondents, data
gathering, and statistical treatment of the data in this study.
Research Method Used:
The descriptive method of research was employed in the study of the
effectiveness of shampoo celebrity endorsers on PUP senior advertising
students. This method is versatile, practical and suitable in identifying and
identifying current states.
Instrument Used:
The researchers utilized survey questionnaires to the PUP senior
advertising students.
Respondents:
The senior advertising students of PUP were the respondent in this
research. For a total of 180, there was an estimate of 36 students each class. To
make the research valid the researchers employed 105 respondents, 21 each
section.
30
Data Gathering:
Data were used, analyzed, and presented using tables and graphs with
corresponding description. In tables and graphs for the questions, the questions
were used as the title to standardize the data, making it more manageable.
Statistical Treatment of Data:
The researcher employed a statistical treatment for this research. For the
questionnaires and the survey questionnaires, the researchers treated and
analyzed the data using this formula:
P=�𝑓𝑓𝑁𝑁�100
Wherein P is the percentage, f is the frequency, and N is the number of
respondents.
48%
52%
Male
Female
Chapter IV
Presentation, Interpretation and Analysis of Data
This chapter presents the tabulation of the accumulated data gathered
from the respondents. It also includes the analysis and thorough descriptive
interpretation of the data gathered.
Table 1
Respondents’ Profile
Table 1.1
Distribution of Respondents According to Gender
This study concentrates on the gender distribution of the respondents.
Table 1.1 shows that the female outnumbered the males in this study.
There were 55 (52%) females and 50 (48%) males respectively.
Male 50 48%
Female 55 52%
TOTAL 105 100%
32
Table 1.2
Distribution of Respondents According to Section
This study focuses on how the respondents are distributed per section.
Table 1.2 shows that the five sections have equal distribution. The five
sections have 21 (20%) each.
The number of respondents is controlled to be equal. This is done to
secure the fairness and dignity of the research.
1D 21 20%
2D 21 20%
1N 21 20%
2N 21 20%
1S 21 20%
TOTAL 105 100%
20%
20%
20%
20%
20%1D
2D
1N
2N
1S
33
Table 1.3
Distribution of Respondents According to Age
This study centers on the age distribution of the respondents.
Table 1.3 shows that 20 (19%) of the respondents are 19 years old; 41
(38%) are 20 years old; 40 (38%) are 21 years old; 3 (3%) are 22 years old; 1
(1%) is 24 years old and 1 (1%) is 25 years old.
Most of the respondents are 20 years old with 41 (38%), followed by 21
years old, 19 years old, 22 years old, 24 years old and 25 years old respectively.
19 years old 20 19%
20 years old 41 38%
21 years old 40 38%
22 years old 3 3%
24 years old 1 1%
25 years old 1 1%
TOTAL 105 100%
19%
38%
38%
3%
1%
1%
19 years old
20 years old
21 years old
22 years old
24 years old
25 years old
34
Table 2
Distribution of Percentage According To What Influences Them
To Buy a Certain Shampoo Brand
This study reveals what influences the respondents to buy a certain
shampoo brand.
Table 2 shows that 81 (77%) of the respondents replied Quality, 18 (17%)
replied Endorsers, 6 (6%) replied Others when asked about what influences them
to buy a certain shampoo brand.
It shows that ‘Quality’, with 81 respondents (77%), is the most common
answer when asked about what influences them to buy a shampoo brand. This
Quality Endorsers Others Total
81 18 6 105
77% 17% 6% 100%
77%
17%
6%
Quality
Endorsers
Others
35
clearly discloses that, even of endorsers’ reach due to its public nature, quality of
the product is still the most influential factor when it comes to choosing a certain
shampoo brand. Not easily swayed by endorsers and their ads, this shows how
the market has gone wiser with the years that gone by.
36
Table 3
Respondents’ Answers About
The Definition of Celebrity Endorsement
This concentrates on the respondents’ definition of celebrity endorsement.
It reveals the understanding of the respondents about celebrity endorsement.
Table 3 shows that 40 (38%) of the respondents defined celebrity
endorsement as “Using well-known personality to promote products/services”, 44
(42%) as “Using famous personality to attract consumers”, and 21 (20%) as “A
strategy to help the product to be known.”
Using well-known
personality to promote
products/services
Using famous personality to
attract consumers
A strategy to help the product
to be known Total
40 44 21 105
38% 42% 20% 100%
38%
42%
20%
Using well-known personality to promote products/services
Using famous personality to attract consumers
A strategy to help the product to be known
37
This proves that, though they do not have the same answers, their
answers in essence are not far apart. This proves that they have full
understanding of the definition of celebrity endorsement and what it is all about.
38
Table 4
Distribution of Respondents According to
The Effectiveness of Celebrity Endorsers
Table 4.1
Respondents’ Replies On Whether
They Are Influenced By Celebrity Endorsers Or Not
This study centers on whether the respondents are influenced by celebrity
endorsers or not. It is a more general version question 2.
Table 4.1 shows that Yes got 46 (44%) and No got 59 (56%) when the
respondents. No garnered the most responses but only over a slight advantage.
Yes No Total
46 59 105
44% 56% 100%
44%
56%
Yes
No
39
This means that the respondents are still capable of believing the endorsers
when it comes to other products.
40
Table 4.2
Distribution of Respondents According To The Effects Of
Celebrity Endorsement In Their Lives
This study focuses on the effects of celebrity endorsement as deemed by
the respondents.
Table 4.2 shows that the respondents deemed “No effect” with 51 (49%),
“Push to buy” with 22 (21%), “Feels like a celebrity” with 32 (30%) as the effects
of celebrity endorsement in their lives.
“No effect” is the most common answer. This means that endorsers do not
cause much implication in the personal lives of the respondents.
No effect Push to buy Feels like a
celebrity Total
51 22 32 105
49% 21% 30% 100%
49%
21%
30%
No effect
Push to buy
Feels like a celebrity
41
Table 4.3
Respondents’ Reactions On Whether The Effects Of
Celebrity Endorsement Are Good Or Bad
This study contemplates on whether the effects of celebrity endorsements
are good or bad as reckoned by the respondents.
Table 4.3 presents that 64 (61%) answered Good and 41 (39%) answered
Bad. Good got the most number of responses. This implies that the respondents
are not affected by the bad effects of celebrities.
Good Bad Total
64 41 105
61% 39% 100%
61%
39%Good
Bad
42
36%
11%
23%
21%
2%7%
Sunsilk/Sarah Geronimo
Head&Shoulders/Manny Pacquiao
Head&Shoulders/Angel Locsin
Rejoice/Kim Chiu
Clear/Piolo Pascual
Palmolive/KC Concepcion
Table 5
Distribution Of Respondents According To The Celebrity Endorsers
And Shampoo They Know
This study tackles the celebrity endorsers and shampoo brands known to
the respondents. It seeks to find the top-of-mind pair.
Table 5 reveals that 38 (36%) chose Sunsilk/Sarah Geronimo, 12 (11%)
chose Head&Shoulders/Manny Pacquiao, 24 (23%) chose
Head&Shoulders/Angel Locsin, 22 (21%) chose Rejoice/Kim Chiu, 2 (2%) chose
Clear/Piolo Pascual, and 8 (7%) chose Palmolive/KC. Concepcion. Sunsilk/Sarah
Geronimo led because of Sarah’s good personality. She is deemed by the
respondents as someone to emulate and look up to.
Sunsilk/Sarah Geronimo 38 36%
Head&Shoulders/Manny Pacquiao
12 11%
Head&Shoulders/Angel Locsin
24 23%
Rejoice/Kim Chiu 22 21%
Clear/Piolo Pascual 2 2%
Palmolive/KC Concepcion
8 7%
Total 105 100%
43
47%
53%
Yes
No
Table 6
Respondents’ Answer On Whether
Celebrity Endorsers Are Believable Or Not
Table 6.1
Distribution Of Respondents According To The Believability
Of Celebrity Endorsers
This study embarks upon the believability of celebrity endorsers as
perceived by the respondents.
Table 6.1 shows that 56 (52%) do not believe on celebrity endorsers while
49 (48%) do. This means that the respondents are not influenced by the
endorsers because they believe them.
Yes No Total
49 56 105
47% 53% 100%
44
Table 6.2
Respondents’ Replies On Why They Believe Celebrity Endorsers
This study ponders on the reasons why respondents believe celebrity
endorsers.
Table 6.2 discloses that 29 (59%) of the respondents who said Yes said
“Tried and tested” was their reason for believing in celebrity endorsements. 15
(31%) said it was “Trusted and credited” and 5 (10%) said it was “Reliable and
believable”.
This shows that, playing a vital role to the success of the present
endorsement, the previous endorsements of the endorsers matter to the
Tried and tested Trusted and
credited Reliable and believable
Total
29 15 5 49
59% 31% 10% 100%
59%31%
10%
Tried and tested
Trusted and credited
Reliable and believable
45
respondents. They equate the number of good endorsements with
trustworthiness.
46
Table 6.3
Distribution Of Respondents According To The Reason
Why They Do Not Believe Celebrity Endorsement
This study revolves on the reasons why respondents do not believe
celebrity endorsers.
Table 6.3 reveals that 16 (29%) of the respondents who said No said
Unbelievable was their reason for not believing in celebrity endorsement, while
40 (71%) said it was Scripted.
This signifies that the respondents don’t buy impossible advertisements,
even if it concerns their favorite endorser. They go for the unscripted, testimonial-
Unbelievable Scripted Total
16 40 56
29% 71% 100%
29%
71%
Unbelievable
Scripted
47
type of celebrity endorsement. The more scripted the endorsement becomes, the
more they do not believe it.
48
Table 7
Respondents Replies On Whether They Consider Celebrity Endorsers
As The Brands Themselves Or Not
This study concentrates on whether respondents associate endorsers with
the brand.
Table 7 shows that 44 (42%) of the respondents do associate endorsers
with the brands, while 61 (58%) do not. This proves that endorsers do not create
an image in the minds of the respondent and thus does not help in generating
brand recall. Finally, this means that endorsers do not really serve as markers or
personifications of the brands they are endorsing.
Yes No Total
44 61 105
42% 58% 100%
42%
58%
Yes
No
49
Table 8
Distribution Of Respondents According On Whether Celebrity Endorsers’
Real Life Actions Affect Their Shampoo Buying
This study undertakes the respondents view on whether celebrity endorsers’ real
life actions affect their shampoo buying.
Table 8 discloses that 68 (65%) of the respondents are not affected by the
real life actions of the celebrity endorsers, while 37 (35%) said they are. This is
evidence that the respondents have a relatively low tendency to be affected by
the endorsers’ private lives. They are very unlikely to react extremely to whatever
news they hear about celebrities.
Yes No Total
37 68 105
35% 65% 100%
35%
65%
Yes
No
Chapter V
Findings, Conclusions, and Recommendations
This chapter provides the highlights with important findings, judged
conclusions and possible recommendations.
FINDINGS
Part 1. Respondents’ Profile
The respondents is composed of 50 (48%) male and 55 (52%) female
equally distributed among the five sections with 21 (20%) respondents each.
They come from ages 19 (20, 19%), 20 (41, 38%), 21 (40, 38%), 22 (3, 3%), 24
(1, 1%), and 25 (1, 1%) years old respectively.
Part 2. Research Proper
1. The researchers found out that the respondents are influenced by Quality:
81 (77%), Endorsers: 18 (17%), and Others: 6 (6%).
2. The researchers found out that 46 (44%) of the respondents consider
celebrity endorsements influential while 59 (56%) do not consider it
influential.
3. The researchers discovered that Sunsilk/Sarah Geronimo (38, 36%),
Head&Shoulders/Manny Pacquiao (12, 11%), Head&Shoulders/Angel
Locsin (24, 23%), Rejoice/Kim Chiu (22, 21%), Clear/Piolo Pascual (2,
51
2%) and Palmolive/KC Concepcion (8, 7%) are the top-of-mind shampoo
brands and endorsers respectively.
4. The researchers found out that No Effect (51, 49%), Push To Buy (22,
21%) and Feels Like a Celebrity (32, 30%) are the effects of endorsers on
respondents’ lives.
5. The researchers found out that 64 (61%) thinks that these effects are
good while 41 (39%) consider these effects bad.
52
CONCLUSIONS
Part 1. Respondents’ Profile
There are more female than male corrsepondents. Also, there are 21
respondents each section. Finally, there are more 20 years old than 19, 21, 22,
24 and 25.
Part 2. Research Proper
1. The respondents are influenced more of Quality than Endorsers and
Others.
2. The respondents do not consider endorsers influential.
3. Sunsilk/Sarah Geronimo (38, 36%) is the top-of-mind shampoo brand and
endorser.
4. More respondents are not affected by the endorsers.
5. The effects of celebrity endorsers on the respondents’ lives are good.
53
RECOMMENDATIONS
1. Improve product quality before mapping out a celebrity endorsement plan.
2. Draw a clearer line on what can be considered celebrity endorsement and
what cannot.
3. Research more on the possible particular effect of celebrities to ordinary
people.
4. Find the right personality for your brand. Never hire someone not
compatible with your image.
5. Do not be too scripted. Use a more realistic endorsement plan.
6. Involve the endorsers in other brand campaign. Associate the endorser
more with the brand. Maximize all possibilities.
7. Employ endorsers with good personality. Pick someone who does not
have too many issues.
54
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68
Jerome C. Estepa
Block 5 Lot 3 Evergreen Subdivision 2nd Street Barangay Pasong Tamo Tandang Sora, Quezon City 1107 Mobile No.: +63-905-3343-065 ardenteau@gmail.com Educational Background
Tertiary
Polytechnic University of the Philippines Mabini Campus, Sta. Mesa, Manila Bachelor in Advertising and Public Relations 2009-present Polytechnic University of the Philippines CEAFA, Pureza, Sta. Mesa, Manila Bachelor of Science in Computer Engineering 2007-2009
Secondary
La Union National High School – Special Science Class Catbangen, San Fernando City, La Union 2003-2007
Primary
Saint James College of Quezon City Mindanao Avenue cor. Tandang Sora Avenue, Quezon City 1997-2003 Personal Data Birthdate: September 12, 1990 Birthplace: Dr. Jose Fabella Hospital, Santa Cruz, Manila Status: Single Religion: Roman Catholic Father’s Name: Porfirio A. Estepa Occupation: Retired Technician Mother’s name: Delia C. Estepa Occupation: Store Owner
69
Kris Catherine D. Flores
Mobile No.: +63-915-2402-648 tetahlovesunderground@yahoo.com Educational Background
Tertiary
Polytechnic University of the Philippines Mabini Campus, Sta. Mesa, Manila Bachelor in Advertising and Public Relations 2009-present Polytechnic University of the Philippines CEAFA, Pureza, Sta. Mesa, Manila Bachelor of Science in Computer Engineering 2007-2009
Secondary
Primary
Personal Data Birthdate: Birthplace: Status: Single Religion: Roman Catholic Father’s Name: Avelino Flores Occupation: Self-Employed Mother’s name: Blessila Flores Occupation: Dressed-Duck Vendor
70
Kim Angelo I. Nazario
Block 25 Lot 46 Celina Homes 2 Deparo, Caloocan City Mobile No.: +63-926-3135-739 ardenteau@gmail.com Educational Background
Tertiary
Polytechnic University of the Philippines Mabini Campus, Sta. Mesa, Manila Bachelor in Advertising and Public Relations 2009-present Polytechnic University of the Philippines CEAFA, Pureza, Sta. Mesa, Manila Bachelor of Science in Computer Engineering 2007-2009
Secondary
Deparo High School Deparo, Caloocan City 2003-2007
Primary
Deparo Elementary School Deparo, Caloocan City 1997-2003 Personal Data Birthdate: Birthplace: Status: Single Religion: Roman Catholic Father’s Name: Roger Nazario Occupation: Overseas Filipino Worker Mother’s name: Teresita Nazario Occupation: Housewife