Impact Of Celebrity Endorsement Research Articles

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

Impact of celebrity endorsement on the buying behaviour in non durable goods (with special reference to FMCG)

The FMCG industry is facing stiff competition in advertising and brand promotion. There are many FMCG brands available in Indian market which are competing each other on the basis of product features and through celebrity endorsement. The advertisers see this as an opportunity to grab and work on so as to expand their operations and promote their product. It has turned out to be a trend and seems to be a winning method for product, marketing and brand building. This paper aims at investigating the impact of celebrity endorsements with respect to their physical attractiveness, trustworthiness and expertise of celebrity endorsed and purchase intention of the consumers of FMCG. The study revealed that celebrity endorsement is correlated with buying behavior and has significant effect on both male and female customers of FMCG. It was also found that the most prominent factor of celebrity endorsement is ‘trustworthiness’.

Impact of Celebrity Endorsement on Studentss Buying Behaviour: An Indian Perspective

The celebrity endorsements have become a magic potion for all marketers today. Celebrity can be seen endorsing in almost all television advertisements making it an India’s Rs 2,000-crore celebrity endorsement market. Though there are many studies about celebrity endorsements, but it seems that there is limited research about the extent to which consumers’ purchase intention is regulated by celebrity endorsements. The purpose of this paper is to specify the impact of celebrity endorsers in advertisements on purchase intentions of students as customers. Primary data collected from 146 respondents through closed ended/structured questionnaire and statistical tools like Factor Analysis and Multiple regression method are used for this research. Factor Analysis decomposed the variables into factors like value for money, celebrity name, celebrity influence, product features and brand attractiveness and through multiple regressions the impact (percentage) of celebrity endorsements has been calculated. It was found that value of money, celebrity influence and celebrity name are the main important factors which influence the buying behavior of today’s youth.

Consequentiality of Celebrity Endorsement on the Purchase Decisions of the Consumers

Advertisement creates awareness about the product to reach the minds of the consumers. An additional source of effective advertisement is the celebrity usage and it is one of the best strategies of many brands. The purpose of such usage may be for getting the attention of the consumers and for prolonged association. Celebrity endorsement influences the customers to try the products. Hence, it becomes pertinent to evaluate whether there is significant impact of celebrity endorsement in influencing consumers attitude towards purchase of various goods such as food and beverages, fancy and fashion items, electrical and electronic gadgets, personal care products and finally, service care products. The objective of the study is to analyze the socio-economic profile of the consumers, to identify the influence of celebrity based advertisement on purchase attitude of consumers, to evaluate the direct and moderation effects of celebrity endorsement influencing purchase attitude of consumers in Coimbatore city and finally, to contribute suggestions for policy implications. Using convenient sampling technique with the sample size of 500 consumers in Coimbatore district the study was conducted and found that the impact of celebrity endorsed product has significant influence on purchase decision on the consumers. It is also evident that the influence of purchase decision based on impact of celebrity endorsement had high level of significance, hence, the promotional activities using the celebrities as the moderators for creating impact on the consumers' buying attitude through proper policy implications will help the industries to achieve greater heights in the years to come.

IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS’ PURCHASE INTENTION: A Study of Indian Consumers

The use of celebrity endorsements in advertising has become a trend and a perceived winning formula of corporate image building and product marketing. As existing media get increasingly cluttered, the need to stand out has become paramount and celebrities have proved to be the ideal way to ensure brand prominence. Research has shown that the use of celebrity endorsers brings many positive effects in terms of positive feelings towards the ad and the brand, a positive brand attitude and increased purchase intention for the brand. Numerous researches have proved empirically the effectiveness and the positive influence of celebrity endorsements in advertising, particularly on purchase intention. However, there is no common consensus on whether attractiveness, trustworthiness and expertise of the celebrity endorsers have a significant impact on consumers’ purchase intention. Through a survey of 336 Indian respondents who are exposed to celebrity endorsements for various products/brands, the present study attempts to find out the impact of celebrity endorsements on consumers’ purchase intention. The three-dimensional scale proposed by Roobina Ohanian (1990) has been used for the purpose. Thus, the present study considers three attributes of celebrity endorsements as suggested by Ohanian - attractiveness, trustworthiness and expertise. The study also attempts to find out the individual impact of these dimensions on consumers’ purchase intention. Exploratory factor analysis was used to reconfirm the factor structure. The model used was empirically tested for unidimensionality, reliability, convergent validity and discriminant validity, using confirmatory factor analysis. Structural equation modeling was used to find out the impact of celebrity endorsements on purchase intention. Results reveal that celebrity endorsements have a significant impact on consumers’ purchase intention. However, the beta coefficients reveal a low degree of correlation between celebrity endorsements and purchase intention. Further, attractiveness and trustworthiness are found to have a significant impact on the purchase intention, while expertise did not have a significant impact on purchase intention.

An Empirical Investigation on the Effect of Brand Loyalty

Concept of celebrity endorsement evolved in last few decades and it has strengthened its roots. Companies spend millions of dollar on celebrity endorsement. Marketers are trying to identify the impact of celebrity endorsement on companies' protability and advertising objectives. The purpose of this research was to investigate the impact of vicarious role model such as showbiz celebrity or sports celebrity on purchase intentions, brand loyalty and positive word of mouth among young adults of Karachi. Structured questionnaire was used to collect data through survey research method and data was collected from 252 students by using convenience sampling technique. Factor analysis and MANOVA were used as statistical techniques to test the model. Result showed that role model has signicant impact on young adults' purchase

Consumers’ Responses to Public Figures’ Transgression: Moral Reasoning Strategies and Implications for Endorsed Brands

Public figures’ transgressions attract considerable media attention and public interest. However, little is understood about the impact of celebrity endorsers’ transgressions on associated brands. Drawing on research on moral reasoning, we posit that consumers are not always motivated to separate judgments of performance from judgments of morality (moral decoupling) or simply excuse a wrongdoer (moral rationalization). We propose that consumers also engage in moral coupling, a distinct moral reasoning process which allows consumers to integrate judgments of performance and judgments of morality. In three studies, we demonstrate that moral coupling is prevalent and has unique predictive utilities in explaining consumers’ evaluation of the transgressor (Studies 1 and 2). We also show that transgression type (performance related vs. performance unrelated) has a significant impact on consumers’ choice of moral reasoning strategy (Study 2). Finally, we demonstrate that consumers’ support for (or opposition toward) a brand endorsed by a transgressor is a direct function of moral reasoning choice (Study 3). Findings suggest that public figure’s immoral behavior and its spillover to an extended brand is contingent on consumers’ moral reasoning choices.

Impact of celebrity endorsements in disease-specific direct-to-consumer (DTC) advertisements

Purpose – The purpose of this paper is to analyze the effects on consumer response between disease-specific advertising containing a celebrity compared to a non-celebrity endorser. Design/methodology/approach – A randomized, cross-sectional two (endorser type) by two (levels of disease state involvement) factorial design was used. Respondents (over the age of 18) were randomly shown one of the ad types and then responded to an online survey questionnaire containing questions and various scales measuring disease state involvement, endorser credibility, attitude toward the ad and company, attention to the ad, behavioral intentions and information search behavior. The disease-specific ad stimuli modeled the form of current print direct-to-consumer ads and were created following recent Food and Drug Administration guidelines, with the only difference being the specific pictorial used (celebrity versus non-celebrity). Findings – While endorser type did not significantly affect consumer attitudes, behavioral intentions and information search behavior, level of disease state involvement, though, did. More highly involved consumers had more positive attitudes, behavioral intentions and greater information search behavior. Originality/value – While consumers paid more attention to the celebrity-containing ads and viewed them as more credible, this did not translate into significant effects on the outcome dependent variables of consumer attitudes toward the ad and company, behavioral intentions and information search behavior. As previous literature has suggested, level of disease state involvement was a significant predictor of respondent outcomes. Overall, pharmaceutical manufacturers might want to re-evaluate using a celebrity endorser in disease-specific ads, as this research shows the benefits/outcomes may not justify the cost.

The Effect of Celebrity Endorsement on Brazilian Consumer Behavior: Does it Really Matter?

Currently in Brazil, Firms have increasingly used celebrities as endorsers in their advertising campaigns. This exploratory and quantitative research aimed to assess the impact of celebrity endorsement in consumers’ purchasing decisions. The data was compiled through a structured questionnaire administered by accessibility. Primarily, it was asked personal questions and then issues that addressed the topic, by using the Likert scale. Three statistical filters were created to analyze the answers without considering the consumers’ profile, and then, they were presented comparing the average profile and different respondents’ profiles. The results show that celebrity endorsement has an influence in consumers’ purchasing decisions.

Impact of Celebrity Endorsements and Brand Mascots on Consumer Buying Behavior

ABSTRACTCelebrity and brand mascot endorsements are very popular and often-used techniques by marketers. Marketers believe that celebrity and brand mascot endorsements provide a higher degree of appeal, attention, and customer recall ability compared with when this technique is not used. Marketers also claim that a celebrity affects the credibility of claims about a product and increases the memorabilia factor of the message, which may provide a positive effect that could be generalized to the brand. Primarily this essay has been designed such that it examines various parameters related to advertisements containing celebrity and brand mascot endorsements. Data were been collected from 150 respondents through questionnaire and subjected to t test, χ2 test, and difference of means test to enforce the hypotheses that celebrity endorsements have impacts on customers’ perceptions and their purchase intentions. The findings of this study provide insights for marketing and brand managers to design and market their campaigns effectively.

Impact of Celebrity Endorsement on Customer's Brand Perception in the British Sports Apparel Industry: A Comparison between Celebrity Endorsed and Non-Endorsed Brands

This research aims to study the impact of celebrity endorsement on customer’s brand perception by giving a comparison of celebrity endorsed and non-endorsed brands in the British apparel industry. An extended empirical study has been conducted with the help of various secondary resources including models like Source credibility model and Source attractiveness model. These models were scrutinised and were used in the formulation of a theoretical framework specific for this research. Variables discussed in the framework and secondary research were tested empirically using primary data collected through a structured questionnaire with both uni-variate and bi-variate statistical analysis. Results revealed that apart from Expertise all variables prevailed in the same direction and showed positive correlation among each other answering the research question.

Impact of celebrity endorsement in advertising on brand image among Chinese adolescents

Purpose – Does celebrity endorsement work and how does it work among adolescents? This article aims to identity attributes of celebrity endorsers and attributes of celebrity endorsement advertisements that are most appealing to the adolescents. The article also seeks to examine adolescents' perceptions about how celebrity‐endorsement advertisements work.Design/methodology/approach – A focus group study among 76 Chinese adolescents aged 13 to 19 was conducted. Interviewees were asked to identify the specific elements of advertisements using celebrity endorsement that were most appealing to them. They were asked to suggest how advertisements using celebrity endorsements work.Findings – Results found that interviewees were best able to recall celebrity endorsers whom they considered attractive, funny and expressive. They identified popularity, a good image, and congruence between the celebrity's image and that of the brand as important factors for marketers to consider in selecting celebrity endorsers. A maj...

Impact of celebrity endorsements on youth purchase decisions: A study on Indian youth

The youth of a country are conscious of self and the products and services they consume. They do everything to stay in the limelight. Originality may come packed with some risks and thus take an easy tested route as already tried out by their favorite celebrities. The youth of today are influenced by a lot of factors and specially the fancy world around them. Celebrities from films and sports specially play a role in the life of these youth. The youth look upto these celebrities as their role models and closely follow them. Whether it is following their dressing style or their look or whether it is emulating their hairstyle or repeating their statements, the celebrities globally have been able to attract the attention of the youth. The celebrities are the part of the so called popular culture of a country and India is no exception. The marketers are trying to capitalize this and hence are using celebrity endorsements to attract the attention of customers towards their offerings.Attraction, attention, interest and a lot more these celebrities have the power to induce this and much more in the product they endorse. Celebrities when endorse a product or a brand tend to give that value cushion to the overall perception of the product/brand in the mind of the customer. Does the image of the celebrity have any impact on the image of the product? Do Multiple product endorsements lead to confusions in the mind of the customers are some questions the This paper tries to study if celebrity endorsements have any impact on Youth purchase decisions. This also aims to study if characteristics of the product/services and the characteristics of the endorsing celebrity should have any connection.

Impact of celebrity endorsement on brand image: A communication process perspective on 30 years of empirical research

Impact of celebrity endorsement on brand image: A communication process perspective on 30 years of empirical research

The Study of Impact of Celebrity Endorsement on Rural Consumers in India

The celebrities in India are the role models for majority of Indians, they are so influenced by them that most of the population follows the trends of their dressing, styles and habits. This is the major reason for the companies to hire the celebrities to promote their products. The companies invest billions of to hire the celebrity for the promotion of their product. The companies believe that the celebrity changes the purchase intention of the consumers in India. The study is conducted to find out the impact of celebrity on rural consumers of Lucknow district of Uttar Pradesh. In order to analyze the objective of the study the data was collected using convenience sampling from 300 respondents belonging to the randomly selected areas of Lucknow. The secondary data was collected through different sources such as Journals, Magazines, Internet, and Newspaper, etc. Null hypothesis was framed and analytical Techniques are the statistical tools that are used for analyzing the collected data. The frequency tables were used to represent the collected data. One sample T-test was used to test the hypothesis and ANOVA was used to calculate the significance level of impact of celebrity endorsement on rural consumers. The SPSS 17 is also used as statistical software to analyze the collected data. It is found that the Indian consumers prefer celebrities in the television commercials.

Asymmetry in Multi-Cultural Luxury Communication: A Comparative Analysis on Luxury Brand Communication in India and China

Abstract A luxury brand strongly differentiates itself from the universe of classic consumption goods, resulting in a different way of communication than just “making sales”. A basic idea starts from making people dream and aspire. In luxury one applies the communication strategy in order to create a dream and to recharge a brand’s value, not just in order to sell (Kapferer and Bastien, 2009). Through previous researches in the past, scholars have identified a number of concepts which influence consumer’s purchase intention, perceived values and attitudes towards luxury brands.Those findings contribute to understanding in general about individuals’ motives and pattern of luxury consumption. Whereas, most of the studies were conducted in developed nations regardless of emerging markets like China. (Wiedmann et al., 2007; Wang et al., 2010, 2011). The luxury and fashion brands are focusing on the penetration in the emerging markets and are creating a large consumer base with dependence on communication stra...