Impact of Persona Creation by Celebrity Endorsement on Buying Behavior of Educated Young & Middle Age Consumers towards Beauty Soaps in Karachi City

Abstract

This research paper focused on the impact of persona creation by celebrity endorsement on consumer buying behavior and on their perceptions towards beauty soaps particularly in Karachi city. Pakistan is a country where people would love and proud to follow or copy or be look like their favorite celebrities. Unilever Pakistan has cashed or used this psyche of Pakistanis very beautifully for their beauty soap named LUX but on the other hand for its beauty soap, named Dove, it has taken commoners to promote that product. In this research it is founded that in Pakistan especially in Karachi city there are more users of LUX than Dove because the persona marketers of LUX has created in the market through celebrities in terms of fragrances which attract spouse and help users to be confident regarding freshness for whole day, this person a creation has created strong positive image of LUX in consumers of young age as well as middle age educated people. Results of this paper indicates that when companies choose celebrities based on factors such as, Credibility (physical attractiveness, trustworthiness, expertise), Emotional Involvement (passion, dedication), Meaning Transfer (effective communication, field of celebrity endorsed that best match with the product attributes) this would have a positive impact on consumers’ buying behavior and especially for beauty soap named LUX young ones as well as middle aged educated gentry both have same perception and likeness regarding usage due to the persona creation by celebrities. Recommendation for companies regarding selection of celebrities is that companies should do that after ensure that the celebrities’ image and overall personalities must match with the brand personality to create a desired persona and buying behavior of users for a brand.