Table of ContentsTheoretical FrameworkCurrent Practice: Thai AirAsiaConclusionCMU Student Purchase on Thai AirAsia Airline Depends on the Use of celebrities in advertising which it creates attractiveness, credibility, good reputation and motivation for a brand or products aimed at them. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”?Get the original essayTheoretical frameworkAdvertising theoryAdvertising is a medium that is paid to be advertised by a sponsor in order to attract the attention of viewers and interest them in ideas, products, or services. Most advertisements require the support of the advertiser, the sponsor, by paying to create an advertising message, purchase the advertising space and monitor the advertising efforts. It is also a means of communication that allows viewers to know the products or information conveyed in advertising. However, advertising can be briefly grouped into five groups. The mediation of reality. Advertising is an intermediary that persuades receivers to define pleasure since it is the way in which viewers can repeat and experience a moment of excitement. Change of loyalty. It can change and shape the mind of the viewer due to the hidden power of the advertising message about a particular product or brand. The magic of meaning. The meaning of the message or products is used to be infused in the advertisement. This shapes the viewers' minds after perceiving, and they will create their own new belief in purchasing. The hidden message. Viewers can be manipulated and misunderstand reality by advertising because it uses psychology to create the hidden message and convince viewers, which can change their thinking and purchasing behavior. Therefore, viewers may be able to believe what is happening in the advertisement. Imitative desire. The ad also creates the possessive desire in viewers to wish for or be something they desire since their role model is powerful, respectful, and beautiful. .Celebrity Endorsement TheoryCredibility is the positive aspect that creates consumer acceptance through the message. Trustworthiness: The ability to be seen as honest or truthful. Consumers' trustworthiness and attitude towards the brand are automatically increased when they like the endorser because they view the endorser as their role model.Expertise: A high level of knowledge or skill. Used to create affirmation among viewers because it shows how professional the endorser is, which creates credibility and trustworthiness among consumers. Consumers generally have a positive stereotype about attractive people, so the attractive endorser might have a better impact on consumers' purchases than the unattractive endorser. Similarity: a state in which two things are almost identical. Consumers can relate to and be influenced more easily when they and the endorser have similar interests and lifestyle. Familiarity: relaxed friendliness or intimacy between people. A positive characteristic used to create taste in the endorser. Love: A feeling of respect or affection. When consumers like the endorser featured in the advertisement, they will automatically like the brand or product. Attractiveness: the quality of being pleasant or appealing to the senses. The endorser establishes their attractive appearance or skills that attract consumers. This may be less important when the endorser comeswith the brand or product. Miciak and Shaklin define that the FREDD principle is the attribution in which the endorser featured in the advertisement should have. Familiarity The endorser must be recognizable, friendly and likeable. Relevance. The endorser's lifestyle must be relevant to the product in order to create credibility for consumers. Estimate. The successful life of the endorser can be seen as high esteem which creates credibility among consumers. Differentiation. The distinction creates an identity that consumers will easily remember. The endorser's behavior creates credibility and reputation that impacts the brand or product in which he or she is featured. Buying Decision Theory The buying decision process explains the stages that consumers will go through before making their final decision. Need Recognition The first step in any purchasing process. This happens when consumers identify their needs or the products they want. Maslow's hierarchy of needs is also introduced because the need at a certain stage of people must be satisfied before moving to the next stage. Information Search Consumers search for information about their best choice to fulfill their desire or problem that they have in the first stage. Evaluating AlternativeThis is also an important step for consumers since they need to evaluate the alternative choices available to them by searching for them. Influenced by consumer attitude or experience, they will evaluate the feature, benefit or even brand that meets their highest benefit need. Purchase Consumers decide on their choice and form the intention to purchase the product or brand they prefer. Their intention can be disrupted by negative comments or an unexpected situation that can change their intention. The final process of purchasing behavior will allow consumers to rate their satisfaction with the choice they have chosen, which may also affect their purchasing decision in the future. Current practice: Thai AirAsiaHistoryThai Airasia is a cooperation between the Malaysian low-cost airline and the Thai company Asia Aviation. They served domestic and international flights from Bangkok and other cities in Thailand. Thai Airasia's fleet consists of Airbus 320-200, Airbus 320neo and Airbus 321neo for a total of 58 aircraft heading to 48 destinations. In June 2016, Managing Director Tassapol Bijleveld said Thai AirAsia would continue to grow and invest as planned. Additionally, our 51 new and existing aircraft will be available to serve 17 million passengers to various destinations. Thai AirAsia launched operations on February 4. 2004, which has a hub at Don Mueang International Airport and a secondary hub at Chaing Mai International Airport, Phuket International Airport, Krabi International Airport, U-Tapao International Airport and Hatyai International Airport. MarketingThai AirAsia used celebrity support for its marketing, such as Mum Jokmok, Pleumjit Thinkaow, Aed Carabao, Nadech Kugimiya. The latest Thai AirAsia brand ambassador is Nadech Kugimiya. Thai AirAsia chief executive Tassapon Bidleveld said it was helping to build awareness of the airline's brand. Mr. Nadech has a friendly and trustworthy image that is recognized by Thais, especially within the country. It also shares similar features with Thai AirAsia, which helps people keep us in mind. Previous study “The Effects of Celebrity Endorsement in Advertising” authored by Mwendwa Mildred Zipporah and Dr..