A Study on Effectiveness of Celebrity Endorsed Confectionary Products on Children with Special Reference in Coimbatore City Tamil Nadu India

Pughazhendi, A.; Ravindran, D.; Balamurugan, N; Sathish, M.; Kalpana, M.

doi:10.12816/0002137

Cited by 1 publication

(1 citation statement)

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“…The purpose of this study is to uncover a rationale for consumers' attitude about advertising and companies' choice about the number of endorsers. Based on the Attribution Theory (Kelley, 1967), the Elaboration Likelihood Model (Petty, Cacioppo, & Schumann, 1983), and some prior studies (Um, 2008;Pughazhendi A., 2012), this study hypothesizes that the number of endorsers correlates with the customers' attitude on brand products and their (1) Is it more beneficial to have MCE's than a SCE in influencing consumers' attitude regarding advertisements that lead to purchase intent (PI)?…”

Section: The Objective Of the Studymentioning

confidence: 99%

From Endorsers to Endorsed: Examining the Role of Celebrity Endorsements on Attitudes and Purchase Intention

Bogollu,

Saravanan

2023

J. Professional Business Review

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Purpose: The purpose of this study is to investigate the impact of number of endorsers on consumers' attitudes regarding advertisements and brands, as well as their decisions to make purchases. Theoretical framework: This article examines the literature from a broad perspective, identifying the gap between the effectiveness of celebrity-endorsed commercials. To narrate the wide range of celebrity endorsements used in actual advertising campaigns, a holistic theory-inclusive framework is required. Design/methodology/approach: Survey method has been utilized to analyze the hypothesis and objective of the research. A total of 260 samples were received through various online sources using google forms. The data in this study was investigated using SPSS version 20.0 and Smart-PLS version 3.0. Findings: The findings indicated that there is no direct relationship between the endorsers and the intention to make a purchase; however, attitudes toward ads, attitudes towards brands, and purchase intentions have a positive relationship with a single celebrity endorsement, attitude towards advertisement and purchase intention have a positive relationship with both single and multiple celebrity endorsement. Research, Practical & Social implications: The study focused upon the effective form of celebrity endorsement which has a wider impact in future scope. Originality/value: This article builds value on the articles and past research works that gives a brief explanation on the effective form of celebrity endorsement which has a wider impact in future scope.

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Section: The Objective Of the Studymentioning

confidence: 99%