Abstract
Fast foods companies in Zimbabwe have been outcompeting and outclassing each other in using celebrity endorsers for their marketing communications. The study aimed to investigate the impact of celebrity endorsement on consumer purchase intentions. The study’s literature review was based on a copious of celebrity endorsement empirical and theoretical literature. The literature review also acted as bedrock for the research methodology which was later adopted. In order to achieve the research objectives, the study was largely quantitative where survey questionnaires were distributed to customers and these questionnaires were useful in the aggregation of the results. The findings were entered into SPSS software package version 22. The result shows that celebrity endorsement variables showed a positive and significant statistical relationship with consumer buying intentions. The study recommends for fast foods companies to gauge the capacity of celebrities to project multi-attributes which would be consistent and of interest to the consumer’s requirements. There is also the need to strengthen certain aspects of celebrity consumer relationship as way of understanding the implications for product endorsement in the fast foods industry. Key words: Celebrity credibility, celebrity endorsement, perceived expertise, physical attractiveness, purchase intentions, trustworthiness.
Highlights
There has been great interest on the study of celebrity endorsement in recent years (Amos et al, 2008; Jasmina and Cynthia, 2011; Pughazhendi et al, 2012; Sohail and Sana, 2011)
The result shows that celebrity endorsement variables showed a positive and significant statistical relationship with consumer buying intentions
A quantitative research design would allow the researcher to focus on various aspects of celebrity endorsement including perceived expertise, physical attractiveness and trustworthiness (Creusen et al, 2012; Makienko and Bernard, 2012)
Summary
There has been great interest on the study of celebrity endorsement in recent years (Amos et al, 2008; Jasmina and Cynthia, 2011; Pughazhendi et al, 2012; Sohail and Sana, 2011). Celebrity endorsement has become very popular in modern marketing in both developing and developed countries. With many organisations facing unprecedented hyper competition, the use of celebrities in advertisements has become the most effective and bombardment tool for gaining significant competitive advantage (Carlson and Donavan, 2008).
Sign-in/Register to view highlights & summary 
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
