Impact Of Celebrity Endorsement Research Articles

Impact of Celebrity Endorsement on Consumer Purchasing Behaviour among Young-Adults of Sri Lanka for the Beverage Industry

Impact of Celebrity Endorsement on Consumer Purchasing Behaviour among Young-Adults of Sri Lanka for the Beverage Industry

The Impact of Celebrity Endorsement on Brand Loyalty: Mediating and Moderating Mechanisms

Applying the meaning transfer theory, the purpose of this study is to proffer a theoretical framework in which celebrity endorser’s credibility (CEC) effects the brand loyalty through the mediating role of brand relationship quality and the moderating role of the celebrity-brand congruence. Data was gathered through an online survey from young Korean millennials and tested using structural equation modeling and multi-group techniques. The findings revealed that brand relationship quality serves as a partial mediator of the effect of CEC on brand loyalty. The findings also suggested that celebrity-brand congruence acts as a moderator between CEC and the brand relationship quality. This study offers useful practical implications for luxury marketers and advertisers.

The Impact of Celebrity Endorsement on Customer Purchase Intention with Relation to the Television Commercial

The Impact of Celebrity Endorsement on Customer Purchase Intention with Relation to the Television Commercial

Impact of Celebrity Endorsement on Yemeni Consumer’s Purchase Intention In Term of Brand Image - Thesis

Impact of Celebrity Endorsement on Yemeni Consumer’s Purchase Intention In Term of Brand Image - Thesis

Impact of Celebrity Endorsement on Yemeni Consumer’s Purchase Intention in Term of Brand Image

Impact of Celebrity Endorsement on Yemeni Consumer’s Purchase Intention in Term of Brand Image

The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students

The ultimate goal of any business organization is to be prosperous in today’s increasingly competitive and dynamic markets where the cost of acquiring new customers has been found to be exponentially greater than that of maintaining existing ones, firms must continually explore ways of achieving higher customer retention rates. The building of a reputable brand image in the mind of the consumers is especially enhanced through the use of endorsers or spokespersons in the firm’s marketing communications; and celebrities are among the persons commonly used as endorsers or spokespersons in this regard. The main objective of this study was to examine the impact of celebrity endorsement on consumer purchase intention of consumer goods. Primary data through a structured questionnaire was used to elicit information from University undergraduate students. Hypothesis were tested using Pearson Product Moment Correlation Co-efficient (PPMCC) and Multiple Regression Analysis. Based on the findings of the study, it can be concluded that there are factors that significantly influences consumer purchase intention of celebrity endorsed products. Also, there is significant relationship between celebrity endorsement and consumer purchase intention. Similarly, celebrity endorsements significantly impact consumer purchase intention. It was therefore recommended that the strategy and creative execution of all celebrity endorsement deals should be one that will reinforce strongly and consistently the celebrity brand association to ensure that celebrities do not only evoke positive retains, but helps focus attention on the brand in the advertising. Keywords: celebrity endorsement, strategy, brand equity, consumer goods, purchase intention.

Impact of Celebrity Endorsements on Brand Loyalty in Sports Products

This research paper studies the drives of the student into cyber entrepreneurial intention. Researching in this topic will help students more understand the factors that influence their brand loyalty. This research paper has focused on six factors that can affect the people brand loyalty. The factors are price, brand image, perceive quality, trustworthiness, attractiveness and expertise which were being researched in past research. The reasons to research on these factors are to investigate the changes in the past few years. Data (N=189) was collected via questionnaire to the respondents and carried out in Malaysia. The data collected are analyzed using SPSS and SmartPLS. Based on the result, there is two independent variable that had a significant relationship with brand loyalty toward sports product in Malaysia which are brand image and price. While the perceived quality, expertise and trustworthiness do not have the significant relationship with brand loyalty. There is a lot of improvement and recommendation that suggest for future study to discuss this topic in deeply.

Impact of Celebrity Endorsement on Brand Image: A Survey of GSM Users in Umuahia Urban, Abia State

This study focuses on the influence of celebrity endorsement on brand image among GSM users in Umuahia Urban. In other to achieve the objective of this study, two research hypotheses were formulated and the generated data were analyzed and tested using the Pearson moment correlation analysis with the aid of Statistical Package for Social Sciences (SPSS .22). Data for the study were collected through questionnaire administered on 200 respondents which constituted the sample size. The study found a positive and significant relationship between celebrity endorsement and all the metrics of brand image considered in the study. Significantly, the study showed a strong and positive correlation between celebrity endorsement and brand awareness, while the relationship between celebrity attractiveness and brand personality is found to be moderate. The paper therefore concluded that celebrity endorsement is a needful communication strategy for building a strong brand image, and recommends that marketers must be careful enough to ensure a good brand ambassador is chosen so as to raise the unique selling proposition of the firm to new heights.

Impact of celebrity Endorsement on Surrogate Advertisement among Youth in Kerala

Impact of celebrity Endorsement on Surrogate Advertisement among Youth in Kerala

English

English

Attitude towards celebrity endorsement - a case study of adolescent students using personal care products

In advertisements, exploring the influence of celebrity endorsers on the consumer's perception towards the brands/products is an interesting and active area of research. The objective of this paper is to investigate the impact of celebrity endorsement on students in terms of their purchase intention with reference to personal care products. The input variables included attitude towards celebrity endorsers, relationship between celebrity endorser and consumer and purchase intention was considered as the output variable. The study used a survey instrument to collect data from 300 students undergoing their Bachelor of Engineering degree course in five reputed colleges in Chennai, Tamil Nadu. Overall, results show that attitude towards celebrity, relationship with celebrity endorser are positively impacting the purchase intention toward personal care products. Variables like attractiveness, expertise, endorser effect, celebrity trap, negative events, product information and consumer manipulation are found to have significantly impacted the consumers purchase intention towards personal care products.

Use of celebrity in social marketing: An empirical study of the attraction phenomenon

Today celebrity endorsement has become a multi-million dollar industry in the world. The practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements, has proliferated over time. The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management. India as a country is known for loving its stars. The researcher used a very common method to collect the data needed in the research, that is a questionnaire. This questionnaire was designed to measure the use celebrities on social advertisement. This research study focuses on the celebrity endorsement and their perception. A quantitative method is used in this research in order to investigate the influence of celebrity on social advertisement. The data of 790 respondents is collected through questionnaire, and the results were analysed through the SPSS. It is concluded that celebrity-endorsed advertisements are more attractive than the non-endorsed advertisements. Finally, the results of the study further proved that there is a significant impact of celebrity endorsement on social advertisement.

Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa

Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.

Impact of Celebrity Endorsement on Consumer Buying Behavior in FMCG Sector of Pakistan

Impact of Celebrity Endorsement on Consumer Buying Behavior in FMCG Sector of Pakistan

English

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.

Celebrity Endorsement as Drivers of Advertising Strategy: The Case of Toc Tien Endorsing Oppo

This study focuses on the consumer perceptions of celebrity endorsement in Vietnam using the case of Toc Tien endorses OPPO brand. Specifically, the research examines the impact of celebrity endorsement on viewers’ preference towards the advertising and purchase intention by using the structural equation method with the sample size of 304 respondents. We found out some interesting results that attractiveness, expertise, familiarity, performance, likeability, and celebrity/ product fit are statistically significant positive relationship with advertising. Moreover, there was no evidence to show any linkage between trustworthiness and advertising. Findings indicate that viewers’ preference towards the advertising has a positive impact on purchase intention. Implications for marketers as well as suggestions for future research are also discussed.

The Impact of Celebrity Endorsement on Brand Affection and Purchase Intention: The Mediating Role of Word of Mouth

Celebrity endorsement is widely used as an advertising technique. This study examines three dimensions of celebrity endorsement, including trustworthiness, expertise and attractiveness, as predictors of positive word of mouth by consumers. It also gauges the impact of word of mouth on purchase intention and brand affection in terms of the role it plays as a mediating construct between celebrity endorsement and consumers’ behavioral outcomes. The study uses a sample of 369 respondents to test a structural equation model. Its results reveal that the fully mediated model is superior to the partially mediated model and that trustworthiness is the most important attribute of celebrity endorsement, yielding positive consumer behavior.

Does celebrity endorsement affect customers ’purchase intention? analysis of findings from Delhi and NCR

The present world of marketing has become colourful with advertisements and it becomes an uphill task for the designer of an advertising campaign to differentiate itself from others and attract viewer's attention. Companies are signing contracts with celebrities with the hope that their popularity and credibility can attract more customers and therefore celebrity endorsement becomes a universal feature of modern marketing. The present paper investigates the impact of celebrity endorsement on customers buying intention in Delhi and NCR. A sample of 192 customers using FMCG products has been selected for the study. Data have been collected through questionnaires designed on a five point Likert scale. Linear regression has been used as the statistical tool to measure the impact of celebrity endorsement on customer's purchase intention. The study has taken celebrity attractiveness, celebrity trustworthiness, celebrity meaningfulness, celebrity likeability, and celebrity expertise as the dimensions of celebrity endorsement. The analysis of the data revealed that there is a significant impact of celebrity endorsement on the purchase intention of customers using FMCG products in Delhi and NCR.

The impact of celebrity endorsement and fit on purchase intentions among Egyptian Muslim males and females

The purpose of this paper is to investigate the impact of celebrity endorsement (in terms of expertise, trustworthiness and physical and inner attractiveness) and fit on purchase intentions among Muslim Egyptian males and females. A self-administrated questionnaire with close-ended questions was used to collect data from Muslim Egyptian consumers using a convenience sampling method. SPSS and structural equation modelling - AMOS were used to analyse the survey. For males, it was found that expertise, trustworthiness, inner attraction and fit have a significant positive effect on purchase intentions. While for females, only trustworthiness, inner attraction and fit had significant effect on purchase intentions. The current study is one of the first attempts to investigate the effect of celebrity endorsement and fit on purchase intentions, comparing the results among Egyptian Muslim male and female consumers, in the context of the country's two recent revolutions. This study adds to the existing literature on this topic, specifically in the Egyptian context.

Impact of celebrity endorsement on brand recognition- A study in context of Jaipur city

Impact of celebrity endorsement on brand recognition- A study in context of Jaipur city