Abstract
Celebrity endorsement is the most used strategy since consumers value celebrities in advertisements. Organizations invest in celebrity endorsements in the expectation that they will enhance consumer perception of a product or service, evoke favorable attitudes toward a brand, influence purchase intentions, and eventually increase sales and profits through increased consumer preference for a product, brand, or service. This paper examines the effect of endorser characteristics on purchasing intentions in South Africa. The survey sampled South Africans residing in Gauteng Province. The Qualtrics questionnaire was completed by 145 respondents ranging in age from 18 to 55 and living in various areas of Gauteng Province. Given the research objective, the paper analyzed only responses from participants who stated that they had been exposed to celebrity-related adverts. The findings show that these respondents saw advertisements featuring celebrities. To evaluate the hypotheses, regression analysis was performed. The results reveal that consumer behavior, such as purchase intention, is influenced by attractiveness (β = .271; p < 0.05) and attitudes (β = .520; p < 0.05). However, in this study, expertise (β = .089; p > 0.05) and trustworthiness (β = –.095; p > 0.05) were not related to purchase intentions. Understanding celebrity endorser’s attributes can help organizations determine the most successful marketing strategies for attracting new customers and maintaining existing ones.
Highlights
Celebrity endorsers, well-known people who appear in advertisements (McCracken, 1989), are not new in product or service marketing (Farrell et al, 2000)
The results reveal that consumer behavior, such as purchase intention, is influenced by attractiveness (β = .271; p < 0.05) and attitudes (β = .520; p < 0.05)
The questionnaire The results show that the data were normally disincluded items from the source attractiveness tributed as none of the shape measures fell outside the recommended planned behavior
Summary
Well-known people who appear in advertisements (McCracken, 1989), are not new in product or service marketing (Farrell et al, 2000). They are a pervasive aspect that dates back to the 18th century (Garthwaite, 2014). It is not surprising that their growing pervasiveness has sparked interest and has emerged as a potential strategy for advertisers. Do they contribute to the advertising industry’s remarkable growth (Patil et al, 2013), they have become central because they assist businesses by reaching out to target markets. According to Bennett (2016), perceptions are concerned with how individuals choose, organize, and interpret information received from the environment
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