The Effect of Celebrity Endorsement on Young Consumer Purchase Intention in Bangladesh: An Empirical Study

Abstract

Purpose: The purpose of this study is to investigate the effect of celebrity endorsement components (expertise, attractiveness, and trustworthiness) on brand attitude, brand loyalty, and purchase intention. This study looks at the elements of celebrity endorsements that influence young consumers' purchasing preferences in the Barishal region of Bangladesh. Methodology: The study model incorporates constructs from earlier literature that have been proven to have substantial relations with purchasing intention. A self-administered questionnaire has been used through an online survey to collect 205 data from young people aged 20 to 24. Additionally, SPSS has been used to analyze the data. Findings: The study demonstrates that celebrity expertise and trustworthiness significantly influence brand attitudes and brand loyalty. However, celebrity attractiveness is not much impacted by brand attitudes and brand loyalty. The study also demonstrates that brand loyalty is the most substantial influence on purchase intention. Practical Implications: The findings of this study will help producers, marketers, merchants, and advertisers figure out what traits of a celebrity contribute to a favorable brand attitude, brand loyalty, and buy intention. Originality: This paper empirically examines how different variables affect celebrity endorsement’s influence on the buying behaviour of consumers’ decisions of young customers. Research Limitations: In this study, the respondents are young, so the findings may not be applicable on a general basis.

Perbandingan Pengaruh Pendukung Selebriti Keanu dan Anggun terhadap Niat Pembelian Sampo Pantene

“…Pendukung selebriti adalah seorang selebriti yang sering digunakan untuk mendapatkan kepercayaan masyarakat guna mempengaruhi daya tarik minat pembeli konsumen sehingga konsumen merasa memiliki kesamaan dan kemiripan terhadap selebriti tersebut dan biasanya banyak dibicarakan dalam pemasaran (Khan, 2018;McCracken, 1989;Munnukka et al, 2016;Pradhan et al, 2016;Zhou & Whitla, 2013).…”

Influence Of Personality Traits Of Celebrities On Buying Decision Of Cosmetic Products: An Empirical Study

“…Celebrity endorsement is one of the most commonly used marketing strategies adopted by different companies to achieved their marketing goals (Lee and Thorson, 2008). Celebrities are well-known personalities who possess some unique traits like attractiveness, trustworthiness, and expertise (Khanam and Hossain, 2022). Employing celebrities in advertising have a greater chance of positively influence consumers attitude, brand loyalty, and buying intension (Schlecht, 2003).…”

“…It's always a challenge for marketers to determine the influence of celebrity endorsement on consumers buying intention (Rai et al, 2021). In reality, there are many variables that influence the effectiveness of celebrity endorsement strategy that must be fully considered (Khanam and Hossain, 2022). More research is needed to understand how young consumers perceived celebrity endorsements (Fauzee and Dada, 2021).…”