Effect Of Celebrity Endorsement Research Articles

The influence of celebrity endorsement on the purchase behavior of brands and product categories

Purpose Celebrity endorsement has been profusely used to promote the consumption and purchase intention of diverse product categories; however, there is scarce research about whether celebrity endorsement effectiveness differs between brands and product categories. In this context, this study aims to answer this question: “Does consumer purchase behavior influenced by celebrity endorsement differ between brands and products?”. Design/methodology/approach To this end, a conceptual model of the influence of celebrity endorsement on consumer purchase behavior is examined through a multiple group structural equation modeling on two consumer samples (315 = brands; 308 = product categories). Samples were categorized as a celebrity promoting either a product category or a brand, and food products were selected as the product category for the investigation. Findings Findings indicate differences in the effectiveness of celebrity endorsement between brands and product categories: credibility is the most relevant variable influencing consumer purchase intention for product categories, while credibility and congruence both influence consumer purchase intention for brands. Similarly, the celebrity recommendation of brands generates greater purchase intention due to celebrity congruence with the endorsed product. Originality/value To the best of the authors’ knowledge, the present research is one of the first endeavors to compare the effectiveness of celebrity brand endorsement versus celebrity product endorsement on purchase intention.

The Influence of Celebrity Endorser, Country of Origin, and Shopping Lifestyle on Purchase Decision for Somethinc Products

This study’s goal is to analyze and determine the effect of celebrity endorser, country of origin, and shopping lifestyle on purchase decisions for Somethinc products. This study uses quantitative methods with explanatory research. The population in this study used is Indonesians who have used Somethinc products with a sampling of 272 respondents. The sampling procedure used is non-probability with purposive sampling technique. The data analysis technique used in this study is multiple linear regression. The results of this study shows that celebrity endorser, country of origin, and shopping lifestyle both partially and simultaneously have a positive influence on purchase decisions for Somethinc products. The combination of choosing the right celebrity endorser, emphasizing Indonesia's reputation as the country of origin, and a deep understanding of consumers' shopping lifestyle will strengthen Somethinc's overall marketing strategy. The implementation of this strategy can help the company increase sales, build loyalty, and expand market share in the competitive beauty industry.

Taylor Swift as a Potential Celebrity Political Endorser

In this research note we examine the effect of Taylor Swift’s hypothetical endorsement of a Public policy position. We examine this in the context of the expanding literature on the effects of celebrity endorsements. Through a post-test only experimental survey design we test Swift’s hypothetical endorsement of a policy position. We begin and conclude with analysis of why Swift’s value as an endorser, as well as the value of other similarly situated endorsers may be particularly high.

PENGARUH CELEBRITY ENDORSE, BRAND IMAGE DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN

The purpose of this study was to determine the effect of celebrity endorsement, brand image and consumer trust on purchasing decisions (a case study on consumers of Erigo clothes in Kepahiang District. This research uses descriptive research methods with quantitative data analysis. The population in this study was all Erigo clothing consumers in Kepahiang District, totaling 80 respondents. Based on the results of multiple linear regression, the regression equation Y = 6.733 + 0.195 (X1 ) + 0.408 ( X2) + 0.194 (X3) is obtained. The results and hypotheses show that celebrity endorsement shows a value of > (2,114 > 1,991) and (sig = 0.038 <0.050), brand image shows a value of > (6,300 > 1,991) and (sig = 0.000 <0.050), and consumer trust shows a value of > (2.218 > 1.991) and (sig = 0.030 <0.050). The results of the f test show that Fcount > Ftable, namely (55.674 > 3.9603) and (sig α = 0.000 <0.050), Simultaneously Celebrity Endorse, Brand Image and Consumer Trust Have a Significant Influence on Purchasing Decisions. Keywords: Celebrity Endorsement, Brand Image, Consumer Trust and Purchasing Decisions

PENGARUH CELEBRITY ENDORSEMENT DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA SHOPEE

The aim of this study is to ascertain and evaluate the relative and concurrent effects of E-WOM and celebrity endorsements on East Bantan District Shopee customers' purchase decisions. This study employs a quantitative methodology with a Likert scale for measurement. Since the exact population of this study is unknown, sampling is done using the Hair formula, which multiplies the number of indicators by five for the minimum and ten for the maximum. Users of Shopee in the East Bantan District completed surveys that yielded the research findings. Multiple linear regression is the type of regression analysis employed. Shopee consumers in the East Bantan Subdistrict make less purchases as a result of the outcomes of the first half test, which focused on celebrity endorsements. The outcome of evaluating the second hypothesis, which states that East Bantan District Shopee users' purchase decisions are positively impacted by E-WOM. Concurrent test findings demonstrated that E-WOM and celebrity endorsements positively impacted East Bantan District Shopee users' purchase decisions. The coefficient of determination revealed that E-WOM and celebrity endorsements had a 57.5% influence, with other factors not included in this study accounting for the remaining 42.5%

The Effect of Celebrity Endorsement on Consumer Buying Behaviour: An Applied Study on the Real Estate Market in Egypt

The Effect of Celebrity Endorsement on Consumer Buying Behaviour: An Applied Study on the Real Estate Market in Egypt

Will social media celebrities drive me crazy? Exploring the effects of celebrity endorsement on impulsive buying behavior in social commerce

AbstractThis study evaluates the influence of social media celebrity endorsements on consumers' impulsive buying behavior in social commerce by extending the signaling theory and commitment‐trust theory. A self‐managed online questionnaire is designed to collect the data from 295 valid respondents and analyze it using a multi‐analytical hybrid structural equation modeling‐artificial neural network (ANN). The results reveal that relational switching alternatives and relationship benefits directly contribute to relationship commitment to social media celebrity, whereas shared value and parasocial interaction positively lead to social commerce trust; both relationship commitment and social commerce trust induce consumers' impulsive buying behavior in social commerce. From a theoretical perspective, this study enriches the components of signaling theory and commitment‐trust theory, expanding their applicability and transferability in social commerce. Moreover, this study consolidates the theoretical integration, indicating that signaling theory can be considered as an antecedent of commitment‐trust theory for triggering consumers' impulsive buying. Methodologically, adopting second‐order constructs benefits, this study captures the multidimensionality and complexity of social commerce trust and impulsive buying from the partial least squares‐ANN perspectives. In practice, this research provides valuable insights into how to better invite celebrity endorsements and build long‐term relationships with customers, as well as offers insights into countries where social commerce is lacking today. That being said, this study is constrained by its cross‐sectional research design, conducted in Malaysia. Future research endeavors should consider launching longitudinal, multicountry studies to broaden the applicability of the findings.

Marketing Strategy of Sponsorship Events and Celebrity Endorsement to Increase Consumer Brand Awareness of Kapal Api Products

This research was conducted to examine the influence of event sponsorship on brand awareness. Addressing this theme in a journal is of significant value in terms of contributing to industry understanding, knowledge development, and practical applications in brand marketing strategies like Kapal Api. The study employed a qualitative approach by reviewing previous research and relating it to a case study of Kapal Api. Based on the case study of Kapal Api, Indonesian badminton athletes play the role of celebrity endorsers for the Kapal Api brand. The compatibility of a celebrity endorser with a product refers to the alignment of the celebrity's image, values, and behaviors with the desired impression of the advertised brand. The findings of the research indicate that the sponsorship strategy implemented by Kapal Api successfully increased consumer brand awareness, particularly among badminton enthusiasts. The study also demonstrates that the inclusion of celebrity endorsers, specifically badminton athletes, further enhances the success of Kapal Api's event sponsorship strategy. The study highlights the potential effectiveness of sponsorship events and celebrity endorsements in increasing consumer awareness of Kapal Api products. This suggests that implementing these strategies could lead to heightened recognition and visibility for the brand among consumers.

The Role of Mediation in Purchase Intention in Affecting the Decision to Purchase Health Supplement Products

Customer interest in health products has surged due to the COVID-19 virus, impacting the world, including Indonesia. This encourages the community to consistently maintain the cleanliness of their surroundings and fulfill nutritional needs to strengthen the immune system by consuming healthy food and beverages. However, the nutritional content in food and beverages still needs to be improved, requiring the support of health supplements to help meet these nutritional requirements. This research examines the effect of quality, price, e-WOM, celebrity endorser, and brand image on purchase decisions, with purchase intention as the intervening factor. The data collected from 334 respondents who consume health supplements in Batam were analyzed using the Structural Equation Model (SEM). This research states that price does not significantly affect purchase decisions; however, quality, e-WOM, celebrity endorser, and brand image positively and significantly affect purchase decisions. Additionally, the research results indicate that price does not significantly affect purchase decisions when mediated by purchase intention. Meanwhile, the mediating role of purchase intention on quality, e-WOM, celebrity endorser, and brand image significantly affects purchase decisions.

Effect of Celebrity Endorsement on Brand Loyalty: The Mediating Role of Brand Passion

The importance of current study is to find the effect of celebrity endorsement on brand passion and brand loyalty. Descriptive analysis, Correlation, Regression, Reliability, Frequency and Structure equation modeling applied in this analysis. An estimated hierarchical regression model was used to test the various hypotheses developed for the study. The findings showed that among consumers of clothing brands, factors such as celebrity endorsers' likeability, expertise, trustworthiness and attractiveness were important in determining brand passion. The outcomes further demonstrated that brand loyalty had positively impacted by brand passion. Finally, brand passion had a significant positive mediating role between the likeability and attractiveness of celebrity endorsers and brand loyalty.The resources were fewer otherwise surveys could be done all over Pakistan. Additional effects or consequences of brand passion could not be considered, like word-of-mouth and readiness to pay higher prices. Future research may need to take these outcomes into account.

The mediating role of customer loyalty on the effect of celebrity endorsement to impulse buying behavior

Consumer behavior in purchasing products can be influenced by various internal and external factors. Both these factors can encourage individuals to purchase a product suddenly or unplanned in advance. The factors that allegedly influence consumers’ impulse buying are celebrity endorsements and customer loyalty. This study analyzes the effect of celebrity endorsements on impulse buying behavior by mediating customer loyalty. This research used Lazada's e-commerce service in Yogyakarta with a total of 80 respondents. The data obtained were then processed using the Smart PLS application in the form of validity, reliability, and direct and indirect hypothesis tests. Based on the results of the data processing, it can be concluded that the four research hypotheses are accepted. Celebrity endorsements have been shown to have a positive effect on impulse buying behavior, celebrity endorsements have been shown to have a positive effect on customer loyalty, customer loyalty has a positive effect on impulse buying behavior, and customer loyalty has been shown to mediate celebrity endorsement relationships and impulse buying behavior.

The Effect of Celebrity Endorser and Brand Image on Purchase Intantion of Roadmaster Active Speaker Products Through Brand Trust as a Mediating Variable

This study was conducted to examine the effect of celebrity endorsers and brand image on purchase intention through brand trust as the mediation. The research population is customers who have purchased Roadmaster products, while the sample is 97 consumers of Roadmaster products obtained using an online questionnaire aind selectied using nonprobaibilitiy saimpling tiechniques in tihe form of purposive saimpling. Daitiai were ainailyzed using tihe PLS-SEM metihod in tihe SmairtiPLS 4 prograim. TIhe resultis showed tihaiti celebritiy endorsers aind braind imaige haive ai positiive effecti on braind tirusti, braind imaige aind celebritiy endorser haive ai positiive effecti on purchaise intientiion, while celebritiy endorsers haive no effecti on purchaise intientiion tihrough braind tirusti, buti braind imaige aiffectis purchaise intientiion tihrough braind tirusti

The Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural Comparison

Celebrity endorsement has become a popular advertising strategy on a global scale. However, although responses to celebrity endorsement are considered to diverge across cultures, cross-cultural research on celebrity endorsement as an advertising strategy is argued to be scarce. The purpose of this research is to extend the current literature by examining cross-cultural similarities and differences in celebrity endorsement effectiveness. We investigate the impact of celebrity endorsement strategies on brand image and brand identification and how these factors, in turn, influence brand equity, across markets. Data were collected through an online survey addressed to two markets: Portugal, and Moldova. A total of 365 valid answers were obtained, 195 from the Portuguese market, and 170 from the Moldovan market. Partial least squares structural equation modeling was used to test the hypotheses. The results indicate that the attitude toward the celebrity endorser has a significantly positive effect on brand image and a significantly positive effect on brand identification, only in the Moldovan market. In both markets, brand image and brand identification positively influence brand equity.

Effect of Celebrity Endorsements on Consumer Purchase Intentions in Africa

Purpose: The aim of the study was to assess the effect of celebrity endorsements on consumer purchase intentions in Africa. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the effect of celebrity endorsements on consumer purchase intentions reveals a complex interplay of factors. While celebrities can positively influence consumer perceptions of a product or brand through their endorsement, the effectiveness of such endorsements depends on various factors such as the credibility of the celebrity, the congruence between the celebrity and the product, and the level of engagement the celebrity has with the brand. Studies suggest that celebrity endorsements can enhance brand recall and recognition, create a favorable brand image, and increase purchase intentions, particularly when the celebrity is perceived as trustworthy and relatable to the target audience. However, overexposure of a celebrity or controversies surrounding them can lead to negative effects on consumer attitudes and purchase intentions. Additionally, the type of product being endorsed and the cultural context play significant roles in determining the impact of celebrity endorsements on consumer behavior. Implications to Theory, Practice and Policy: Source credibility theory, elaboration likelihood model and social identity theory and social learning theory may be use to anchor future studies on assessing the effect of celebrity endorsements on consumer purchase intentions in Africa. Implement rigorous celebrity selection criteria based on strategic alignment with brand values and target audience demographics. Advocate for industry-wide guidelines or standards governing celebrity endorsements to ensure transparency and ethical practices.

The effects of celebrity endorser on consumer advocacy behavior through the customization and entertainment intention – A multivariate analysis

Purpose The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the stimulus–organism–response (SOR) framework. In addition, this study aims to examine the mediating and moderating role of customization and entertainment intentions on the proposed relationships. The authors also intend to highlight the comparative effects between male and female young social media consumers on those proposed associations. Design/methodology/approach In the pursuit of comprehensive and rigorous data collection, this study adopted a quantitative methodology using a meticulously crafted questionnaire. The questionnaire survey was conducted in major cities of Malaysia using the convenience and snowball sampling techniques. A total of 576 responses were collected, even though 549 retorts were used for data analysis. In this investigation, the authors strategically used covariance-based structural equation modeling through the use of AMOS v. 24 as the primary data analysis tool. Augmenting the analytical depth, the authors also conducted a supplementary bootstrap analysis. The additional layers of examination were crucial for appraising the mediating and moderating effects inherent within the model, in which the PROCESS MACRO v.4.20 was used. Findings The results of this study revealed the significant direct positive effects of celebrity endorsers on consumer customization, entertainment and advocacy intentions. Consumer customization and entertainment intentions also found significant direct affirmative effects on consumer advocacy intention, along with the significant direct positive effects of consumer entertainment intention on consumer customization intention. The results further revealed that consumer customization and entertainment intentions cannot mediate the relationship between celebrity endorsers and advocacy intention. The entertainment intention also declined the mediating effects between celebrity endorsers and consumer customization intention. On the contrary, consumer customization intention significantly and positively, and entertainment intention also significantly but negatively, moderate the association between celebrity endorsers and consumer advocacy intention. This study also illustrates that the effects of those examined relationships differ between male and female young social media consumers. Originality/value This study investigates the impact of celebrity endorsers on consumer behavior, focusing on their customization, entertainment and advocacy intentions. It extends current SOR framework, enhances source credibility theory, fills gaps in the literature on social media brand engagement and underscores the significance of customization and entertainment intentions. The findings provide insights for managers aiming to harness consumer brand advocacy through celebrity endorsers effectively.

Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements

PurposeThe aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.Design/methodology/approachTo test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.FindingsAs a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.Practical implicationsMarketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.Originality/valueThis research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

Influencer Marketing and Consumers’ Purchase Behaviour Towards New Smartphone Brands

This study assessed influencer marketing and consumers’ purchase behaviour towards new smartphone brands. Its specific purpose was to determine the effect of celebrity endorsement, giveaway contest and pre-release contest on consumers’ purchase behaviour towards smartphone brands. It adopted cross-sectional survey research design, which enabled the collection of primary data from 232 smartphone users through a structured questionnaire survey. Data analysis and interpretation was done using descriptive statistics, while hypotheses testing was done using multiple linear regression in the Statistical Package for the Social Sciences (SPSS 23). The study found that celebrity endorsement, giveaway contest and pre-release campaign had significant positive effects on consumers’ purchase behaviour towards new smartphone brands. Therefore, we recommended that: smartphone marketing companies should devote more resources to celebrity endorsement by contracting famous and credible celebrities to promote their new brands prior to actual release in order to influence massive product patronage from their followers; all sorts of giveaway contests, including hashtag, photo and referral contests should be included in the introductory marketing mix for new smartphone brands in order to generate positive buzzes on the internet capable of creating mass consumer awareness and patronage; among others. We also provided empirical suggestions to guide further research efforts.

Pengaruh Kepercayaan Konsumen, Kualitas Pelayanan, dan Celebrity Endorsement terhadap Keputusan Pembelian pada Marketplace Shopee

The purpose of this study was to analyze the effect of consumer trust, service quality, and celebrity endorsement on purchasing decisions in the shopee marketplace. This research method uses quantitative. The population in this study were shopee marketplace users in Solo Raya. This study uses sampling with Non-probability Sampling techniques with a Purposive Sampling approach because the population in this study is not known with certainty. The number of samples in this study were 100 respondents. The data used in this research is primary data. The data collection methods used in this research are questionnaires and research instruments. The data analysis technique in this study used SmartPLS software version 3.2. The results of this study are that consumer confidence has a positive and significant effect on purchasing decisions in the shoope marketplace. The quality of service provided has no positive and significant effect on purchasing decisions. Celebrity Endorsement has a positive and significant effect on purchasing decisions.

The Effect of Celebrity Endorsement on Consumer Buying Behaviour: A Comparative Study between Female & Male consumers

In India, the practice of celebrity endorsement is experiencing a tremendous surge, similar to that observed in other industrialised and developing nations. This article aims to analyse the impact of celebrity endorsement on the purchase intention of male and female customers in the mobile phone industry. An empirical study was conducted to investigate the variables that influence customers’ intention to make a purchase. The study utilised a sample of 200 individuals, consisting of 100 males and 100 females. This research employed a questionnaire technique, with both male and female respondents being administered the same questionnaire. An analysis involving descriptive statistics and regression was conducted to obtain the findings. The study identified likeability, attractiveness, experience, and personality as the primary factors that significantly affect male buyers’ inclination to acquire mobile phones through celebrity endorsements. Female shoppers consider the likeability, beauty, and believability of the celebrity while buying a mobile phone. This study primarily examined the intention of consumers to purchase mobile phones and the impact of celebrity endorsement. It is recommended that a researcher should carry out a comparative study between males and females for another product category, using a substantial sample size. The study presents strategies for using celebrity endorsement to enhance male and female customers’ inclination to purchase mobile phones. To develop an advertising policy that targets male or female clients, marketing managers or policy makers might adhere to the following guidelines.

ANTESEDEN TERHADAP PERILAKU PEMBELIAN IMPULSIF : STUDI PADA PELANGGAN RETAIL FASHION DI KOTA BANJARMASIN

Shopping centres is one of the places for customers to shop for various products, one of which is fashion products. Very often customers shop spontaneously and without prior planning which is referred to as impulse buying. This research was conducted to see and understand how impulse purchases in the consumer decision process based on previous studies. The consumptive behaviour of consumers shopping will have an impact on sellers who provide products in the form of goods or services in meeting the needs and desires of consumers, so that the role of the seller must be responsive and quick in managing his business so that consumers continue to shop at his shop. Meanwhile, consumers tend to have many choices in shopping in fulfilling their needs at a store. The success of marketers in being able to sell products to consumers so that consumers feel satisfied and make repeat purchases is a successful marketing strategy with a long process not a coincidence. This study aims to determine the effect of Visual Merchandising, Shopping Lifestyle, Sales Promotion, and Celebrity Endorsement on impulse buying behaviour. For the number of 160 respondents in the Banjarmasin area, Kalimantan with the data collection technique used is Quantitative using Regression data analysis. The results of this study state that Visual Merchandising, Shopping Lifestyle, Sales Promotion, and Celebrity Endorsement have a significant and positive influence on impulse buying behaviour. The results of the linear regression test on the celebrity endorsement variable on impulse buying behaviour, it is known that the significance value obtained is 0.000 which means less than 0.05 so, it can be concluded that the celebrity endorsement variable has an effect on the impulse buying behaviour variable.