Celebrity Expertise Research Articles

The Influence of Celebrity Endorsement on Customer Loyalty: A Case of Econet Wireless Company

This research investigates the influence of celebrity endorsement on customer loyalty, using the case of Econet Company. Most literature sources are available on developed countries, with a few on developing countries. A pragmatic philosophical approach involving the use of the exploratory, descriptive and explanatory research design was adopted to fully understand the research questions. Quantitative results were complemented by qualitative data obtained from interviews. In conducting the survey, a sample of 130 respondents was selected using the Krejice and Morgan (1970) sample estimation tables. The targeted respondents included the Econet Company customers. A Likert scale structured questionnaire was used to collect data. Spearman coefficient and multiple regression analysis were used to analyse data with the aid of the Social Package for Social Sciences (SPSS). The Cronbach Alpha test was performed, and all the values were greater than 0.7, which was therefore accepted (Nunnally and Bernstein, 1994). It was revealed that independent variables (celebrity reliability, celebrity expertise) and the mediating variables (customer satisfaction and customer trustworthiness) have a positive influence on customer loyalty according to the Spearman Correlation test, which yielded a minimum correlation coefficient of 0.58 and a maximum of 0.78 leading to the rejection of the proposed null hypothesis. The study recommended that Econet Company select celebrity endorsers based on the celebrity’s reliability, attractiveness, and expertise, as this contributes significantly to customer satisfaction and trustworthiness, which will result in customer loyalty. Furthermore, Econet Company must perform a well-thought screening and choose wisely the celebrity endorsers who align correctly with the image and values of the company’s brands or products. It must also avoid using celebrities with any kind of negative publicity. The study contributed not only to the literature on celebrity endorsements but also to filling the gap in the literature, providing immense usage for these techniques. Finally, the conclusion suggests that further research be carried out on a larger sample size and done on another

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.

Celebrity co‐creator or celebrity endorser? Exploring mediating and moderating factors in Marcom decision

AbstractThe present research delves into the concept of celebrity co‐creation from the consumer behavior perspective. It explores the impact of the degree of a celebrity's involvement with a brand (celebrity as an endorser vs. celebrity as a co‐creator) on consumers' advertisement and brand‐based evaluations (Study 1) and purchase behavior (Study 2). The research subsequently incorporates the mediating effects of consumers' perceived risk (Study 3) and the moderating effect of celebrity expertise (Study 4) in the relationships. Three of the four studies were controlled experiments among nonstudent samples (combined n = 486), while one was a field study. Major findings indicate that a celebrity co‐creator is more effective than a celebrity endorser, but both cases of celebrity presence are more effective than the control (Studies 1 and 2). This effect is observed to be mediated by the consumers' perceived risk (Study 3) and moderated by the celebrity's expertise (Study 4). The present research provides a new direction to value co‐creation research from the communications perspective and adds to the literature on celebrity endorsements.

Celebrity Expertise and Congruence on Consumer Purchase Intentions: Evidence by Nigerian Mobile Telecommunication Companies

Purpose: Celebrity endorsement is a marketing strategy firms have embraced to survive and fortify their market competitiveness. This study examined how celebrity expertise and congruence affect consumer purchase intentions in Nigerian telecommunications companies. Theoretical framework: The theory of planned behaviour describes all behaviour of individuals who possess the power to exercise self-restraint. The predictors of purchase intentions as submitted by this theory comprised attitudes; behavioural intention; subjective norms; and perceived behavioural control. Method: It adopted a survey research design. A proportionate stratified random sampling technique was employed in the research while a questionnaire was used to gather participant data. The instrument was validated while the reliability tests ranged between 0.654 and 0.795. A Partial Least Square (PLS) modelling was adopted to analyse data collected from the respondents. Findings: The findings showed that celebrity expertise and celebrity congruence all have a significant positive effect on consumers’ intention to purchase in the Nigerian mobile telecommunication operators in Lagos State, Nigeria. Research Implication: The managerial implication is that it will enhance inter-enterprise collaborations among telecommunications companies by working together with their ideas and skills to accomplish a desired task that is innovative in nature for the benefit of the companies. Originality/Value: This study is the first of its kind to deal with celebrity expertise and celebrity congruence on consumers’ intention to purchase in the Nigerian mobile telecommunication operators in Lagos State, Nigeria.

CELEBRITY ENDORSEMENTS (CEED) AND CONSUMER BUYING BEHAVIOUR IN NIGERIAN TELECOMMUNICATION INDUSTRY

The telecom industry has explored numerous media channels to expand their customer base. Endorsement of celebrities is one of such channels. The paper examined the influences of celebrity endorsement on customer buying behaviour in the Nigeria telecommunication industry. The attributes of celebrity used in the study include: trustworthiness, expertise and attractiveness. To achieve this, hypotheses were drawn in relation to the selected attributes on consumer buying behaviours of telecom products in Benin City and Auchi metropolis in Edo State, Nigeria. A sample size of 374 customers was selected using the judgmental sampling techniques. Structured questionnaire were used as the instrument of data collection while data collected were analyzed using OLS multiple regression estimation techniques. The results show that: trustworthiness of celebrity has positive effects on behaviour of consumers; also, celebrity expertise has positive effects on buying behaviour of consumers (coefficient 0.681 & significance of 0.000), the study therefore concludes that, endorsement of celebrities are veritable strategy for achieving product acceptance among the consumers of telecommunication products. The celebrities used for endorsing telecomm products have both influential and preferential impact on consumers’ purchase of telecom products. The study therefore recommends that, Telecom firms should always endeavour to produce quality products that will foster trust and believability to both the fans and their customers.
 Keywords: Endorsement, Celebrity, Buying Behaviour, Customers, Product.

The Effect of Celebrity Endorsement on Young Consumer Purchase Intention in Bangladesh: An Empirical Study

Purpose: The purpose of this study is to investigate the effect of celebrity endorsement components (expertise, attractiveness, and trustworthiness) on brand attitude, brand loyalty, and purchase intention. This study looks at the elements of celebrity endorsements that influence young consumers' purchasing preferences in the Barishal region of Bangladesh. Methodology: The study model incorporates constructs from earlier literature that have been proven to have substantial relations with purchasing intention. A self-administered questionnaire has been used through an online survey to collect 205 data from young people aged 20 to 24. Additionally, SPSS has been used to analyze the data. Findings: The study demonstrates that celebrity expertise and trustworthiness significantly influence brand attitudes and brand loyalty. However, celebrity attractiveness is not much impacted by brand attitudes and brand loyalty. The study also demonstrates that brand loyalty is the most substantial influence on purchase intention. Practical Implications: The findings of this study will help producers, marketers, merchants, and advertisers figure out what traits of a celebrity contribute to a favorable brand attitude, brand loyalty, and buy intention. Originality: This paper empirically examines how different variables affect celebrity endorsement’s influence on the buying behaviour of consumers’ decisions of young customers. Research Limitations: In this study, the respondents are young, so the findings may not be applicable on a general basis.

Celebrity Endorsment, Kredibilitas, dan Niat Pembelian Kembali Pada First Media

First Media as a broadband internet service provider optimizes marketing strategies through digital content using celebrity endorsements. The purpose of this study was to determine the effect of: (i) celebrity attractiveness on advertising credibility, brand credibility and brand satisfaction; (ii) celebrity trustworthiness on advertising credibility, brand credibility, and brand satisfaction; (iii) celebrity expertise on advertising credibility, brand credibility and brand satisfaction. This research method uses a quantitative approach by distributing questionnaires and involving 200 samples. Structural Equation Model (SEM) is used to determine the effect between constructs in this research model. The results of this study explain that in the case of First Media it is important to maintain the celebrity endorsement marketing strategy in increasing advertising credibility, brand credibility and brand satisfaction. Attractiveness and trust are one of the important factors of credibility. In this model it is known that advertising credibility, brand credibility, and brand satisfaction can be key factors for high repurchase intention.

Celebrity endorsement and its impact on purchase intention of luxurious brands

Celebrity endorsement is a persuasion strategy in which customers identify with the person featured in an advertisement. Celebrities promote services and products in ways that serve to increase brand awareness and credibility. Celebrity endorsement boosts trust, familiarity, and awareness of a product by endorsing it and advertising it, all of which are important elements in a consumer's purchasing decision. When defining purchase intention, it is described as the intention to purchase or obtain a product or a service, thus reflecting the customer’s desire to purchase a specific product from a specific brand. Meanwhile, a luxury brand and its products are associated with exclusivity, status, and superior quality. This research aims to examine whether celebrity endorsement influences the purchase intention of luxury products or not. A survey was conducted and answered by a sample size of 145 respondents. Data were analyzed to test the hypothesis through regression analysis, factor analysis, and reliability tests. Research findings indicate that celebrity endorsement does have an impact on the purchase intention of luxurious brands, especially when measuring the aspects of celebrity endorsement, which are celebrity credibility, celebrity expertise, product-celebrity match-up, physical attractiveness, and trustworthiness. However, the analysis showed that trustworthiness has the most significant impact, whereas celebrity expertise is partially significant.

CELEBRITY ENDORSEMENTS IMPACTS ON BRAND IMAGE: THE CASE STUDY OF FAST-MOVING CONSUMERS GOODS (FMCG) INDUSTRY IN PAKISTAN

The study investigates the endorsements of celebrities in advertising and brands' impacts on the Brand image in the FMCG Sector of Pakistan. Celebrity endorsements are the source or medium through which credible personalities endorsed the brands for customer attraction and it has a significant impact on brand image. Celebrity endorsements are a tool for marketers and advertisers to promote their brands and consider the brand image. The primary research was conducted in FMCG Sector to examine the factors of endorsements of celebrity impacts on Brand image. The Quantitative research was conducted through survey forms filled out by the 385 respondents who are using the FMCGS brand and also watching the Advertising and various endorsements of celebrities. The consumers of FMCG organizations including Nestle and Unilever are being targeted in data collection. The collected response was analyzed based on SPSS Software and reliability testing has performed. After confirming the reliability of the scale and tool correlation an analysis of regression was conducted to estimate the results. The correlation analysis describes there is a significant relationship between Celebrity Attractiveness, Celebrity matching, Celebrity Expertise, and Celebrity Trustworthiness with Brand image in FMCG organizations. The regression analysis performed to check the hypothesis and research results reveal that there is a significant relationship and impact of Celebrity Attractiveness, Celebrity matching, Celebrity Expertise, and Celebrity Trustworthiness on brand Image in the FMCG industry in Pakistan. The investigation is beneficial for salespersons and publicists to promote brands and endorsed brands with celebrities to enhance brand image and create customer attraction.

Determining the Role of Influencers' Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention.

Celebrity influence plays a significant role in fostering the consumers’ impulse buying tendency and purchase intention. In the modern advertising era, the celebrity endorsement characteristics have driven the firms’ promotion campaigns, stimulating consumer purchasing behavior through celebrity branding. The study signifies the relationship between celebrity’s traits of trustworthiness, attractiveness, credibility, and expertise influence consumers’ impulse behavior. The data was collected from the 371 customers of the fast fashion industry by using the convenient-sampling technique. SMART-PLS was used for data analysis by applying structural equation modeling. The study results show that celebrity trustworthiness, the attractiveness of a celebrity endorser, the credibility of a celebrity endorser, and celebrity expertise positively impact purchase intention and impulse buying tendency. Purchase intention plays a mediating role between independent and dependent variables.

The Effect of Celebrity Endorsement on Young Consumer Purchase Intention in Bangladesh: An Empirical Study

Purpose: The purpose of this study is to investigate the effect of celebrity endorsement components (expertise, attractiveness, and trustworthiness) on brand attitude, brand loyalty, and purchase intention. This study looks at the elements of celebrity endorsements that influence young consumers' purchasing preferences in the Barishal region of Bangladesh. Methodology: The study model incorporates constructs from earlier literature that have been proven to have substantial relations with purchasing intention. A self-administered questionnaire has been used through an online survey to collect 205 data from young people aged 20 to 24. Additionally, SPSS has been used to analyze the data. Findings: The study demonstrates that celebrity expertise and trustworthiness significantly influence brand attitudes and brand loyalty. However, celebrity attractiveness is not much impacted by brand attitudes and brand loyalty. The study also demonstrates that brand loyalty is the most substantial influence on purchase intention. Practical Implications: The findings of this study will help producers, marketers, merchants, and advertisers figure out what traits of a celebrity contribute to a favorable brand attitude, brand loyalty, and buy intention. Originality: This paper empirically examines how different variables affect celebrity endorsement’s influence on the buying behaviour of consumers’ decisions of young customers. Research Limitations: In this study, the respondents are young, so the findings may not be applicable on a general basis.

PERAN ATTITUDE TOWARD THE BRAND SEBAGAI MEDIATOR PADA PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION

Instant noodles are one of the staple foods favored by Indonesians. There are various brands of instant noodles in Indonesia, one of which is Mie Sedaap. Therefore, this study was conducted to find out the effect of celebrity endorsement Choi Siwon on purchase intention through the mediating variable attitude toward the Mie Sedaap Korea Spicy Chicken product. The celebrity endorsement variable consists of celebrity attractiveness, celebrity trustworthiness, celebrity expertise, attitude toward the brand, and purchase intention. In this study, the data were processed and analyzed using Process Macro for SPSS. This study indicates that attitudes towards brand mediation affect celebrity trust and celebrity expertise on purchase intention but do not mediate the effect of celebrity trust on purchase intention.

The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment

The current study aims to address the triadic relationship among the celebrity endorser, consumer and brand. The objective of this study is to investigate the influence of moderating role of attachment style dimensions on the relationship between the celebrity endorser traits and brand attachment. This study applies associative network theory and attachment theory to build the theoretical framework of the study. Data were gathered using a sample of 484 respondents. AMOS was used to employ structural equation modelling to test the hypotheses of the study. The results of the study reveal that celebrity expertise and trustworthiness are likely to enhance consumer brand attachment, whereas celebrity attractiveness does not lead to building brand attachment. It also discloses that both the dimensions of attachment style, namely anxiety and avoidance, have a moderating impact on the relationship between celebrity endorser traits and brand attachment. This study provides multiple implications for the marketing practitioners and academicians.

Pengaruh Celebrity Endorser terhadap Perilaku Pembelian Produk Pangan Olahan di Jakarta

The development of the number of processed product businesses continues to increase requires business owners to market their products more effectively. One marketing method that is effective at this time is using celebrity endorsers. Celebrity endorsers as owners and advertisers in this study use social media Instagram to market their products. The processed food products published in this study consisted of Ayam Geprek Bensu, Mie Bangcad, Filosofi Kopi, dan Sang Pisang. The purpose of this study is to see the effect of celebrity endorser attributes on the intention and policy of purchasing processed products in Jakarta. Data were analyzed using the Theory of Reasoned Action (TRA) and TRA modification, namely attitudes and subjective norms to become celebrity endorser attributes, namely trustworthiness, expertise, attractiveness, respect, and similarity for consumer relations to processed food products in Jakarta. The basic research method used is descriptive and analytical methods with survey techniques. The location taking method is done purposively and the sample collection uses a purposive sampling method with 70 respondents taking samples. Data collection techniques by collecting and recording with data collection tools, namely online questionnaires using google forms. Data analysis method uses Structural Equation Modeling (SEM) with Partial Least Square (PLS) application using SmartPLS 3.0 software. The results showed that trustworthiness, expertise, attractiveness, and similarity are significantly has positive effect to the intention and consumer purchase intentions significantly increased positively on processed purchase products in Jakarta. The quality offered is not significant to the intention to purchase processed products in Jakarta.

Influence of Korean Celebrity Endorsement on Chinese Consumers'' Purchase Intention towards Fashion Goods

Korean celebrity endorsement is a common practice adopted by companies in China. This study assessed the impact of celebrity endorsement (trustworthiness, attractiveness, congruency, and expertise) on Chinese consumers’ intention to purchase clothes endorsed by Korean celebrities. This study used reliability and validity tests and structural equation model analysis to explore the relationship between variables using SPSS 22.0 and AMOS 22.0. This study conducted an online survey (www.sojump.com) from August 10, 2020 to August 20, 2020 and collected 370 respondents. Results show that all constructs of celebrity endorsement positively affected purchase intention and that celebrity expertise had the strongest impact. With respect to the influence of demographic variables on the constructs, gender, age, and education had a significant effect on trustworthiness; gender and age had a significant effect on attractiveness; and income had an effect on purchase intention. Marketing executives should consider using Korean celebrities for different purposes in brand advertising. Particularly, celebrity expertise, such as experience, knowledge, and skills, should receive attention while publicizing to Chinese consumers. This study contributes to the academic and practical implications of Korean celebrity endorsement.

The Effect of Celebrity Endorsement on Brand Image in Determining Purchase Intention

Smartphone becomes a standard platform for people to communicate with others.Nowadays, almost everyone has a smartphone because of its dependable functions.Therefore, the smartphone business is presently highly competitive, especially inIndonesia. One of the top smartphone brands in Indonesia is Oppo. To compete withother smartphone brands, Oppo uses celebrity endorsement as its marketing strategy.Oppo hires one of the eminent endorsers. This research purposes to investigate the effectof celebrity endorsement on brand image in determining purchase intention, using thecase of Oppo smartphone in Indonesia. This research uses a convenience samplingmethod utilizing 177 respondents who use Oppo smartphones and know Chelsea Islan.Data are analyzed using structural equational modeling (SEM) and AMOS statisticalsoftware. The results of hypothesis testing on this study shows that celebrity expertise,celebrity attractiveness, and celebrity trustworthiness have a positive effect on brandimage. On the other hand, celebrity match-up has a negative effect on brand image.Finally, brand image has a positive effect on purchase intention

The Outcome of Celebrity Endorser

The purpose of this research was to find out the influence of expertise, attractiveness, trustworthiness and match up congruence whose BTS as Tokopedia’s Endorser towards brand image and purchase intention. The data in this study were use primary data, obtained by distributing 293 questionnaires to customers knows that BTS as Tokopedia’s Endorser. Data anaysis method used was Structural Equation Modelling (SEM) using AMOS 7. Based on the data analysis, it can be concluded that (1)Celebrity expertise has a positive influence on brand image, (2)Celebrity attractiveness has no positive influence on brand image, (3)Celebrity trustworthiness has a positive influence on brand image, (4)Celebrity match-up has no positive influence on brand image, (5)Celebrity expertise has a positive influence on purchase intention, (6)Celebrity attractiveness has no positive influence on purchase intention, (7)Celebrity trustworthiness has no positive influence on purchase intention, (8) Celebrity match-up has a positive influence on purchase intention, (9)Brand image has a positive influence on purchase intention.

Worth of Celebrity Attributes on Purchasing Behaviour of Assurance Service in Sri Lanka: Mediating Effect of Source Credibility


 Purpose: Celebrity endorsement has been investigated in prior studies regarding various behavioural and cognitive aspects about consumer purchasing behaviour, it is not clear whether principles findings in the general celebrity literature can be directly applied to the service context. This study examines the effects of different attributes associated with celebrities on purchasing behaviour of life insurance policy in Sri Lanka.
 Design: The study used a deductive approach and quantitative research design. Data were collected from 150 life insurance policy holders who representing four insurance companies in Sri Lanka. A self-administrated structured questionnaire was used to collect data. The step-wise multiple regression and regression-based path analysis were employed to test the hypotheses.
 Findings: The study finds that celebrity attractiveness, trustworthiness and expertise have significant influence over purchasing behaviour and however the influence is not strong. Further, celebrity trustworthiness has a significant mediating effect on the relationship between celebrity expertise and buying behaviour. 
 Originality: Despite the role of celebrity attributes in influencing the buying behaviour of tangible products, limited studies have been conducted specifically on intangible products and also, the literature is not clear whether principle findings in the general celebrity can be directly applied to the intangible product or service context. This study has addressed that empirical gap.

Study on influential role of celebrity credibility on consumer risk perceptions

PurposeThe purpose of this study is to determine the influence of celebrity credibility (trustworthiness, attractiveness and expertise) on risk perception and buying intention of Indian fast moving consumer goods (FMCG) consumers.Design/methodology/approachThe present study adopted the survey method to know the influence of celebrity credibility dimensions on the perceived risk and purchase intentions of Indian FMCG consumers. This study has performed a survey on 250 respondents using the self-administered questionnaire consisting of 18 measurement scales.FindingsThe major findings of this study indicate celebrity trust and celebrity expertise are the most important dimensions of celebrity to influence the risk perceptions of Indian FMCG consumers. The risk perceptions positively influence the purchase intentions of Indian FMCG consumers.Research limitations/implicationsThis study was limited to the Indian context, but theoretical contributions in terms of justifying the relationship linking variables, which might affect success, as well as the failure of celebrity endorsements.Practical implicationsThe research findings can assist the practitioners in selecting the right celebrity endorser as a spokesperson for promoting Indian FMCG brands based on three dimensions of celebrity credibility (trust, expertise and attractiveness).Originality/valueThe study has proposed and tested the new theoretical model considering the celebrity trust, celebrity expertise and celebrity attractiveness as the affective responses from the buyers of FMCG. Perceived risk is mainly cognitive responses influenced through celebrity credible sources. The study attempted to investigate the impact of both affective and cognitive responses on the purchase intentions of Indian FMCG consumers.

Effect of celebrity endorsement on telecommunication companies’ reputation

PurposeThe study aims to assess the moderating role of celebrity characteristics in the relationship between celebrity endorsement and telecommunication companies’ reputation.Design/methodology/approachAnalysis of results was based on 700 customers in the telecommunication sector. Confirmatory factor analysis was conducted to check for validity and reliability of the observed items. A hierarchical regression model was estimated to test the various hypotheses set for the study.FindingsThe study finds that celebrity endorsement in itself had no significant effect on the reputation of telecommunication companies. Celebrity attractiveness, likeability and trustworthiness had a direct effect (positive) on the reputation of telecommunication companies and positively moderated the effect of celebrity endorsement on telecommunication company reputation. Celebrity expertise had no direct effect on telecommunication company reputation but positively moderated the effect of celebrity endorsement and telecommunication company reputation.Research limitations/implicationsThis study was purely quantitative. Future study could consider a mixed approach and include senior management members of the telecom firms for an in-depth interview.Practical implicationsIn signing on celebrities as brand ambassadors, management must pay particular attention to celebrity attractiveness, likeability and trustworthiness. This would be more rewarding to the firms.Originality/valueThe study adds to the little empirical knowledge available on celebrity endorsement in sub-Saharan Africa and telecommunication sector in particular.