Articlediamond2014

Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study

Raja Ahmed Jamil · Syed Rameez ul Hassan

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Advertisement by Involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong product perception. Celebrity endorsement is the main focus of the study where Pakistani and Indian celebrities with their attributes are used for their endorsement effect on purchase intention. A sample of 300 was taken to assess the contrast between Indian and Pakistani celebrity endorsement effects on purchase intention in Pakistan. Similar and competitive brands are chosen which are endorsed by Pakistani and Indian Celebrities separately. Results of the study showed that endorsement through local and Indian celebrities has similar and not much significant influence on purchase intention in Pakistan, with no major difference by country origin of celebrity. In the study consumer celebrity relationship is assessed and confirms that attributes of celebrity (Local or Indian) are not much important for intent to purchase for existing products but quality, brand image and brand loyalty are the key factors for intention to purchase. Implication for research and practice are discussed.

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References

1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1999Celebrity Endorsement: A Literature Review 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 2000The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands 2008Exploring the relationship between celebrity endorser effects and advertising effectiveness 1994Congruence between spokesperson and product type: A matchup hypothesis perspective 2001Selecting Celebrity Endorsers: The Practitioner’s Perspective 2002Conceptualization and measurement of celebrity worship

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