Brand Promotion: The Effects of Celebrity Endorsement and Brand Image on Consumer Buying Decision (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).
The Effect of Celebrity Endorsement on Brand Image in Determining Purchase Intention
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Smartphone becomes a standard platform for people to communicate with others.Nowadays, almost everyone has a smartphone because of its dependable functions.Therefore, the smartphone business is presently highly competitive, especially inIndonesia. One of the top smartphone brands in Indonesia is Oppo. To compete withother smartphone brands, Oppo uses celebrity endorsement as its marketing strategy.Oppo hires one of the eminent endorsers. This research purposes to investigate the effectof celebrity endorsement on brand image in determining purchase intention, using thecase of Oppo smartphone in Indonesia. This research uses a convenience samplingmethod utilizing 177 respondents who use Oppo smartphones and know Chelsea Islan.Data are analyzed using structural equational modeling (SEM) and AMOS statisticalsoftware. The results of hypothesis testing on this study shows that celebrity expertise,celebrity attractiveness, and celebrity trustworthiness have a positive effect on brandimage....
The Study on Impact of Celebrity Endorsement on Consumer Buying Behaviour
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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.
A study on impact of endorsement of celebrity on purchase of beauty care products
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The research was based on the study of celebrity endorsement. The celebrity endorsement is a marketing strategy that makes a product differentiable in this competitive era. Companies use this strategy for brand recognition. The main purpose of the study was to identify the influence of celebrity endorsed advertisement on consumer purchase decision. The research was conducted on brands of beauty care products used in Coimbatore city. The research focused on the factors and attributes of celebrities through which marketer endorses a celebrity for endorsement. These factors and attributes have an influence on consumer purchase decision. According to findings of the research, celebrity endorsed advertisement is not only utilized to create brand awareness and brand recognition but they help the company to capture target audience. Celebrity do not make the advertisement effective but others factors like product performance, quality and brand image, personality and trustworthiness of celebrities make the mind of consumer to choose the particular beauty care product of his/her choice. Moreover these elements play a major role in making an advertisement successful and in influencing the purchasing behavior of the consumer.
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.
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The purpose of the study was to determine (1) the description of the celebrity endorse variable, brand image, and purchasing decisions; (2) The direct effect of celebrity endorsement on a brand image; (3) The direct effect of brand image on purchasing decisions (4) The direct influence of celebrity endorsements on purchasing decisions; and (5) the indirect effect of celebrity endorsement on purchasing decisions through the brand image on Awesam Malang Raya customers. This study uses a quantitative approach with descriptive and explanatory research types. The instrument used is a closed questionnaire which is processed in the validity and reliability test with valid and reliable results. The research population is Malang Raya Awesam customers who decide to buy Awesam clothing products. and have seen endorser Selia Rahma. The sampling technique used a proportional random sampling technique. Calculation of the sample using the Slovin formula with a total of 90 respondents. The analysis...
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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...
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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.
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.