The Effects of Celebrity Endorsement towards Purchase Intention among Students in One Public University in Malaysia (original) (raw)
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Advertisement by Involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong product perception. Celebrity endorsement is the main focus of the study where Pakistani and Indian celebrities with their attributes are used for their endorsement effect on purchase intention. A sample of 300 was taken to assess the contrast between Indian and Pakistani celebrity endorsement effects on purchase intention in Pakistan. Similar and competitive brands are chosen which are endorsed by Pakistani and Indian Celebrities separately. Results of the study showed that endorsement through local and Indian celebrities has similar and not much significant influence on purchase intention in Pakistan, with no major difference by country origin of celebrity. In the study consumer celebrity relationship is assessed and confirms that attributes of celebrity (Local or Indian) are not much important for intent to purchase for existing products but quality, brand image and brand loyalty are the key factors for intention to purchase. Implication for research and practice are discussed. 2 individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement" (McCracken, 1989). It is really worth mentioning that why organizations spend a lot on brands by involvement of celebrity to endorse. Celebrities are well recognized personalities having a strong attractive and impressive power to pursue the audience either by their likeliness, attractiveness, trust or by their congruency with brand which leads in creation of strong brand image and value in viewers' minds. Available literature on endorser effect gives clear information that how value is transferred (McCracken, 1989) by celebrity for promotion brand and creating awareness for the brand by celebrity characteristics, credibility, attractiveness (Pornpitakpan, 2004) and image congruence (Choi et al., 2005, Nazir et al, 2014).
Influence of Celebrity Endorsement of Advertisement on Studentsâ Purchase Intention
Journal of Mass Communication and Journalism, 2013
Celebrity endorsement is one of the advertising techniques companies use to create awareness and gain favourable responses about their products and services. This expectation is often not realised as negative image about a celebrity endorser, incongruity of a celebrity endorser with the product being endorsed are all capable of inducing bad responses towards the product rather than the other way round. This study therefore examined the influence of celebrity endorsed advertisement on students’ purchase intention employing quasi-experiment as the method of study. Two Pepsi Cola commercials were used with one featuring Osaze Odenwingie as the endorser while the second commercial did not feature any celebrity. Findings of the research suggested that celebrityendorsed advert has a significant influence on students’ purchase intention. The study therefore recommends that the various elements involved in producing both celebrity endorsed and non- celebrity endorsed adverts should be caref...
The International Journal of Humanities & Social Studies
Marketers have been using celebrity endorsement in their efforts to attract consumers towards their products. Benefits of celebrity endorsement include increasing awareness of the advert; capturing attention; and making adverts more memorable to consumers. However, there has been a debate as to what characteristics celebrities should possess for their endorsement to have a positive outcome on consumer purchase intention. This study has analyzed the attributes of celebrity endorsers and their effect on the University students' intention to purchase fashion products in Iringa, Tanzania. The study used confirmatory factor analysis (CFA) and regression analysis using Structural Equation Modelling. Attractiveness, expertise and congruence were found to make a positive and statistically significant contribution to the prediction of consumer purchase intention (β=0.384, p=0.009), (β= 0.342, p=0.003) and (β=0.373, p=0.006) respectively.
GSC Biological and Pharmaceutical Sciences
This study aims to determine the impact of celebrity endorsement on the purchase decision-making of the consumers represented by the students in Centro Escolar University Manila towards beauty products. This descriptive correlational quantitative study will use Spearman Rank Correlation to quantify the relationship between the dependent and independent variables. The respondents will be selected using the proportionate sampling technique, and the sample size will be computed using Slovin's formula. There will be four sections of the questionnaire containing: (1) socio-demographic profile of the respondents, (2) types of celebrity endorsers, (3) impact of celebrity endorsements on purchase decision making based on their different quality attributes, (4) relationship of identified qualities of celebrity endorsers to respondents purchase decision making. The collection of data was conducted through Google forms to examine the objectives of the study and was analyzed using the stati...
International Journal of Advance Research and Innovative Ideas in Education, 2019
The general aim is to analyze the overall impact of celebrity endorsement on customer purchasing behavior. Purchase intention and negative publicity were considered to determine whether celebrities had a real impact on the purchase intentions of consumers. The researchers used a correlational, quantitative approach to quantifying and analyzing variables and data in numerical form to generate results and conclusions on the impact of celebrity endorsements on consumer purchasing behavior. The questionnaire was used to collect students ' knowledge and opinions about the research topic they were researching. The researchers chose the research design of the survey because it was best suited to answer the questions and the purpose of the study. The results show that the majority of respondents were neutral as to whether they would buy a product that was endorsed by celebrities. Though most of them would also agree to purchase a product that is supported by celebrities. With regard to negative publicity, a large number of respondents agreed that negative publicity about a celebrity would have an impact on their purchase decision.
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.
2019
The general aim is to analyze the overall impact of celebrity endorsement on customer purchasing behavior. Purchase intention and negative publicity were considered to determine whether celebrities had a real impact on the purchase intentions of consumers. The researchers used a correlational, quantitative approach to quantifying and analyzing variables and data in numerical form to generate results and conclusions on the impact of celebrity endorsements on consumer purchasing behavior. The questionnaire was used to collect students ' knowledge and opinions about the research topic they were researching. The researchers chose the research design of the survey because it was best suited to answer the questions and the purpose of the study. The results show that the majority of respondents were neutral as to whether they would buy a product that was endorsed by celebrities. Though most of them would also agree to purchase a product that is supported by celebrities. With regard to ...
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.
2019
This study offers and validates a comprehensive approach to explain the factors affecting consumers’ choice of celebrity endorsement and their consequent effect on their purchase decision. For this purpose, a sample of 450 respondents belonging to State of Punjab was selected and non-probabilistic convenience sampling technique was used for data collection. Exploratory factor analysis and multiple regression statistical techniques were employed and it was concluded that prospects are highly instigated to acquire a product if celebrities endorse it. The main factors that escalate the image of a celebrity are their Attractiveness, Familiarity, Credibility and Reliability. It is a prerequisite for the companies to create a familiarity between the celebrity and the prospective consumers. Further, the congruency between brand image and the persona of the celebrity endorser is essential to make influential effect on consumers’ purchase decision.
Influence of Celebrity Endorsement of Advertisement on Students’ Purchase Intention
Journal of Mass Communication & Journalism, 2013
Celebrity endorsement is one of the advertising techniques companies use to create awareness and gain favourable responses about their products and services. This expectation is often not realised as negative image about a celebrity endorser, incongruity of a celebrity endorser with the product being endorsed are all capable of inducing bad responses towards the product rather than the other way round. This study therefore examined the influence of celebrity endorsed advertisement on students' purchase intention employing quasi-experiment as the method of study. Two Pepsi Cola commercials were used with one featuring Osaze Odenwingie as the endorser while the second commercial did not feature any celebrity. Findings of the research suggested that celebrityendorsed advert has a significant influence on students' purchase intention. The study therefore recommends that the various elements involved in producing both celebrity endorsed and non-celebrity endorsed adverts should be carefully mixed together in order to achieve desired results. Likewise, the image of a celebrity before the public should be scrutinized before such a celebrity endorses an advert in order not to cast the product in negative light.