Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study

Jamil, Raja Ahmed; Hassan, Syed Rameez ul

doi:10.31580/jmi.v4i1.18

Cited by 58 publications

(54 citation statements)

References 22 publications

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“…with well-known generous personalities. They all can build and sustain a strong communication between the customers and brand to get a superior brand positioning in the customer eyes (Jamil & Rameez ul Hassan, 2014). It is obvious that celebrity endorsement builds evident influence on the mind of the customer, but to what degree is uncertain or it may be positive or negative.…”

Section: Theoretical Framework and Hypotheses Development 21 Celebrimentioning

confidence: 99%

Celebrity Physical Attractiveness Effect on Consumer Buying Behavior

Khalid

Yasmeen

2019

JEMA

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Nowadays, the use of celebrity as brand endorsements is increasing. Celebrity is considered to be the fastest and safest way for a brand to develop an association and a bond in consumer minds. This study aimed to analyze the impact of a celebrity physical attractiveness on consumer buying behavior. This study only focuses on the buying intention of mobile phone product. Data was gathered from college (both private and public) undergraduate by questionnaires with an individual's age between 17 to 30 years as the target respondent. The reason in selecting those students with specific age is because they are the target consumer of the specific product that has been chosen as the research object. The researcher used simple random sampling as a sampling technique with 376 respondents and regression analysis is used to model the relationship between variable. This study concluded that there is a positive impact between the physical appearance of celebrity to purchase intention. There are a no different perception from gender, ages, institution type, and education background point of view regarding the attractiveness of celebrity physical and their intention to buy.

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Section: Theoretical Framework and Hypotheses Development 21 Celebrimentioning

confidence: 99%

Celebrity Physical Attractiveness Effect on Consumer Buying Behavior

Khalid

Yasmeen

2019

JEMA

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“…Questionnaire was used to gather primary data from the respondents. This research benefitted from the ideas of existing research studies such as [8] , [9] , [10] . The collated data were coded and entered in SPSS version 22.…”

Section: Experimental Design Materials and Methodsmentioning

confidence: 99%

Data on customer perceptions on the role of celebrity endorsement on brand preference

et al. 2018

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This research presents data on the effect of celebrity endorsement on consumers’ brand preference. Copies of structured questionnaire were administered to 384 customers of telecommunication industry. Using descriptive, correlation and regression statistical analysis, the data revealed that celebrity image has an effect on consumer brand loyalty, celebrity trustworthiness has an influence on consumer brand association. More so, the relationship between celebrity expertise and perceived quality of the product was established.

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“…Celebrities can be people from television, movies, artists and sports, or can be untraditional celebrities as business, politics, or even person from the military (McCracken, 1989). Celebrity endorsers defined as a person "inviter" who invite the people to purchase the product or service due to their distinctive position and credibility that leads towards intention to purchase ( Jamil, 2014).…”

Section: Celebrity Endorsementmentioning

confidence: 99%

Effect of Celebirity Endorsement on Consumers Purchase Intention in the Mediation Effect of Brand Image

Al-Awadhi

Örs

2020

isarder

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This research clarifies how Yemeni consumers perceive celebrity endorsement and examines the influence of celebrity attributes (Trustworthiness, Expertise, Attractiveness and likeability) on Yemeni consumer's purchase intention in terms of brand image. Moreover, The direct influence of the brand image on the intention of consumer purchases. Design/methodology/approach-This research has been designed and implemented using the quantitative research method. The survey community was identified in Yemen; a total of 282 respondents have collected. Modeling of structural equations (SEM) has been used to demonstrate and analyze the relationship among variables. Findings-Research findings some hypotheses associated with this study were accepted (celebrity expertise, celebrity likeability) where celebrity had a major influence on the intent of purchase for the consumer in terms of brand image. While the others were rejected (celebrity trustworthiness, celebrity attractiveness), It was also found that there is an important and direct correlation between brand image and customer buying intention. Discussion-In choosing a celebrity to endorse the brand marketers have to be cautious because the right qualities of the endorsement often contribute to the consumer's interest and the desire to purchase the item. For Yemeni consumer advertisers should concentrate more on the expertise of celebrities and the likeability of celebrities to enhance the brand image which ultimately leads to increased consumer buying intent.

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Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study

Cited by 58 publications

References 22 publications

Celebrity Physical Attractiveness Effect on Consumer Buying Behavior

Celebrity Physical Attractiveness Effect on Consumer Buying Behavior

Data on customer perceptions on the role of celebrity endorsement on brand preference

Effect of Celebirity Endorsement on Consumers Purchase Intention in the Mediation Effect of Brand Image

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