Influence of celebrity endorsement on the buying behavior of Nepal (original) (raw)
Related papers
Celebrity endorsement on consumer purchasing decision: the case of Thai consumers
มหาวิทยาลัยมหิดล, 2016
The objective of this study is to justify whether celebrity endorsement really have an impact on the purchasing decisions of Thai consumers, the product types that are effective using this tool as well as the perceptions towards the multiple brand endorsement. The research used qualitative method to discover views and opinions of 30 participants aged between 18-45 years old in Bangkok using structured interview style. The findings showed that 14 out of 30 respondents claimed to have been impacted by the celebrity endorsement technique. However, only small amount of these respondents ranked the celebrity endorsement in the top three buying criteria and thus just a supporting factor. On the product side, cosmetics and fashion goods are effective using celebrity endorsement, whereas car, house and insurance should not adopt this technique. The participants also claimed that the multiple brand endorsement reduce the ability to recognize the brands.
Celebrity Endorsement and Purchase Intentions of Nepalese Teenagers
Conference: The 1st Graduate Forum of CSAA & the 7th International Academic Conference for Graduates, NUAAAt: Nanjing, ChinaAt: Nanjing, China, 2019
The practice of celebrity endorsements has become a pervasive element of advertising industry in all over the world. In this 21 st contemporary marketing environment teenagers comprise an important market segment because market is getting bigger where teens spend huge amount of money for products endorsed by celebrity. Here, the study focuses on examining the perception of Nepali teenagers in celebrity endorsement with their purchase intentions. A study employs a quantitative approach & inferential statistics to draw conclusions. The results indicate that celebrity endorsements have positive impact on the purchase intention of the teenagers that leads to their buying behavior.
IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS' PURCHASE INTENTION: A Study of Indian Consumers
The use of celebrity endorsements in advertising has become a trend and a perceived winning formula of corporate image building and product marketing. As existing media get increasingly cluttered, the need to stand out has become paramount and celebrities have proved to be the ideal way to ensure brand prominence. Research has shown that the use of celebrity endorsers brings many positive effects in terms of positive feelings towards the ad and the brand, a positive brand attitude and increased purchase intention for the brand. Numerous researches have proved empirically the effectiveness and the positive influence of celebrity endorsements in advertising, particularly on purchase intention. However, there is no common consensus on whether attractiveness, trustworthiness and expertise of the celebrity endorsers have a significant impact on consumers' purchase intention. Through a survey of 336 Indian respondents who are exposed to celebrity endorsements for various products/brands, the present study attempts to find out the impact of celebrity endorsements on consumers' purchase intention. The three-dimensional scale proposed by Roobina Ohanian (1990) has been used for the purpose. Thus, the present study considers three attributes of celebrity endorsements as suggested by Ohanian -attractiveness, trustworthiness and expertise. The study also attempts to find out the individual impact of these dimensions on consumers' purchase intention. Exploratory factor analysis was used to reconfirm the factor structure. The model used was empirically tested for unidimensionality, reliability, convergent validity and discriminant validity, using confirmatory factor analysis. Structural equation modeling was used to find out the impact of celebrity endorsements on purchase intention. Results reveal that celebrity endorsements have a significant impact on consumers' purchase intention. However, the beta coefficients reveal a low degree of correlation between celebrity endorsements and purchase intention. Further, attractiveness and trustworthiness are found to have a significant impact on the purchase intention, while expertise did not have a significant impact on purchase intention.
The Study on Impact of Celebrity Endorsement on Consumer Buying Behaviour
Remarking An Analisation, 2021
The term celebrity endorsement is a marketing strategy to advertise their product to reach a great audience. No doubt celebrity endorsement is beneficial for products at networking and brand or product also access to abroad networks. This research paper analyses and examines the impact of celebrity endorsement on consumer buying behaviour and its perception regarding the product / brand of the company. The quantitative research methodology is used in this research paper to know the factors which have influence on celebrity endorsement and consumer buying behaviour. The study of existing literature available on celebrity endorsements, which provides an insight into our research topic and clarifies various important facts related to the study. The quantitative methodology is used for our research study to understand the perceptions of the consumer behaviour, attributes and its consequent collision on buying behaviour. The data was collected through a questionnaire and after analyses using the data analysis software program SPSS.
Asian Journal of Multidisciplinary Studies, 2015
Celebrity Endorsements are a form of advertising that uses famous personalities or celebrities (who command a high degree of recognition, trust, respect) to promote a product or service. Such people advertise for a product lending their names or images to promote a product or service. Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
Impact of Celebrity Endorsement on Consumer Purchasing Behaviour among Young-Adults of Sri Lanka for the Beverage Industry, 2021
It is evident that Celebrity endorsement is one of the most well-known tools used to gain publicity for a product or service at present. In essence, it is a marketing communication strategy tool used to grab the audience's attention to be aware of the product/ service of a company. Celebrities are characters that are renowned in public either because of their popularity, trustworthiness, good looks or any other features. The foremost reason for this study is to find out the most vital attributes of a celebrity endorser that influence youngadults consumer's purchasing behavior. This study is focused on the beverage industry. The questionnaires were scattered and a sample of 166 respondents were selected from Sri Lanka with the use of both cluster and snowball sampling techniques to obtain data. In this research, Positivism and deductive approaches were utilized to efficiently conduct the study. Moreover, findings of the research showed that there is a positive correlation between the celebrity attribute factors; attractiveness, popularity, expertise and trustworthiness influencing Sri Lankan young-adults purchase behavior when purchasing beverage. Furthermore, based upon the empirical findings from the experiment, the theoretical implication, as well as the limitations and suggestions for future research, are discussed in this study.
A Study in Role of Celebrity Endorsements on Consumer Buying Behaviour
Asia‐Pacific Journal of Management and Technology, 2020
Celebrity Endorsement has become one of the most popular tools of advertisement in marketing; used by most of the major organizations these days. The meaning of celebrity endorsement is "a form of brand or advertising campaign that involves a well-known person using their fame to help promote a product or service". The study has been performed using a qualitative approach and using exploratory research techniques. An extensive review of literature has been done and based on that a conceptual framework has been proposed. According to the study, the desirable qualities of a celebrity required for celebrity endorsement are Congruency, Flexibility, Expertise, Attractiveness, and Longevity & Likeability.
Influence of Celebrity Endorsement on Consumer Purchase Intention
Celebrity endorsement is a one of the most famous tool of advertising in recent time. Basically it is a marketing communication used to advise an audience to take and some action, and Advertisement by concentration of celebrities turn into aspect in modern competitive marketing environment for high acceptance and formation of strong product attention. Celebrity endorsement is the main core of the study where Pakistani and Indian celebrities with their opinion are used for their endorsement effect on buying behavior. A sample of 150 was taken to judge the diversity between Indian and Pakistani celebrity endorsement effects on purchase intention in Pakistan. Relating and competing brands are chosen which are endorsed by Pakistani and Indian Celebrities distinctly. Results of the study showed that endorsement through local and Indian celebrities has similar and not much more influence on purchase intention in Pakistan, with no highly difference by country influence of celebrity. In the study consumer celebrity relationship is judgment and verify that opinion of celebrity (Local or Indian) are not more important for decided to buy for existing products but quality, brand image and brand trust are the aspect for intention to purchase. Implication for research and practice are discussed.
Influence of Celebrity Endorsement on the Consumer’s Purchase Decision
This study aims to analyse the influence of celebrity endorsement on the consumers purchase decision. The research focuses on the consumers who have shown a very different yet interesting way of recognising celebrities and stars. In a place like India where stars and cricketers are idolised and looked up to, marketers can see this opportunity promote their products and create a wider consumer base.
The presence of celebrity in an advertisement is likely to influence the buying decision for a product and such advertisement create awareness about the product which can increase the purchase intention and consequently increases the sales. For the study researcher has considered only three important attributes, the first one is celebrity expertise which refers to the depth of knowledge the celebrity has perceived to have regarding the subject on which celebrity is communicating, the second attribute which researcher has considered is celebrity popularity which refers to name and fame of the celebrity as an endorser and the third one is celebrity image which refers to impression obtained by a celebrity in the eyes of society as an endorser. 250 student respondents are the sample size for this study to examine the impact of celebrity endorsement on students buying behaviour. The data of 250 respondents is collected through questionnaire and results were behaviour through the SPSS. Moreover, the tested attributes of celebrity show positive relationship with the buying behaviour and brand perception as well. It also proved that there is a significant impact of celebrity endorsement on the buying behaviour. Finally, the results of the study further proved that there is a significant impact of celebrity endorsement on the buying behaviour of customers.