Abstract
The purpose of this study is to explore the impact of celebrity endorsement on consumer’s buying intentions. This study concentrated on discovering the thoughts of Pakistani customers about celebrity endorsement by analyzing the different characteristics of the celebrity endorsement with respect to consumer’s buying intentions. In this study we reviewed the former literature present on the topic of celebrity endorsement. That gives clear perception of different important prospects regarding this topic. In order to discover the impact of different attributes of celebrity on consumer buying behavior quantitative approach is applied. The data has been collected from 150 respondents with the help of structured questionnaire and analyzed by using software SPSS. It was find that some aspects of celerity endorsement like gender, attractiveness, credibility, endorser type & multiple celerity endorsement proved to be effective with respect to buying intentions while multiple product endorsement has negative relationship with consumer buying behavior. In the end the study proves that the overall impact of celebrity endorsement on consumer’s buying intentions is positive. Keywords: Celebrity endorsement, Celebrity endorser, Purchase intentions, Consumer buying behavior, Celebrity endorsement in Pakistan
Highlights
Today the world has become more competitive and consumers are opened to thousands of expressions and pictures in magazines, newspapers and on billboards, websites, radio and television
H4: Advertising campaigns that contain celebrity endorsements have a higher relation with consumers purchase intentions than ad campaigns that do not perform with any celebrity
H5: Advertising campaigns featuring more than one celebrity endorsing the product, have a relation with consumers purchase intentions
Summary
Today the world has become more competitive and consumers are opened to thousands of expressions and pictures in magazines, newspapers and on billboards, websites, radio and television. Its marketers and advertisers test to discover a knob that will grasp the consumer’s consideration. In today’s modern era, while looking through the magazines and newspapers or even watching television, people most likely to neglect all the commercials and advertisements. The effect of celebrity endorsement on advertisement and on the brand is of huge importance. For this process businesses and firms usually appoint celebrities from a specific area in order to give them a chance to be a part of advertisement campaign. In order to motivate a consumer to consider a particular brand from a diverse series of brands, the marketing attributes and imageries of a brand are complemented with the celebrity
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