Articlegold2019

Celebrity Physical Attractiveness Effect on Consumer Buying Behavior

15 citations0/0 files storedJEMA Jurnal Ilmiah Bidang Akuntansi dan Manajemen

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

Abstract

Nowadays, the use of celebrity as brand endorsements is increasing. Celebrity is considered to be the fastest and safest way for a brand to develop an association and a bond in consumer minds. This study aimed to analyze the impact of a celebrity physical attractiveness on consumer buying behavior. This study only focuses on the buying intention of mobile phone product. Data was gathered from college (both private and public) undergraduate by questionnaires with an individual's age between 17 to 30 years as the target respondent. The reason in selecting those students with specific age is because they are the target consumer of the specific product that has been chosen as the research object. The researcher used simple random sampling as a sampling technique with 376 respondents and regression analysis is used to model the relationship between variable. This study concluded that there is a positive impact between the physical appearance of celebrity to purchase intention. There are a no different perception from gender, ages, institution type, and education background point of view regarding the attractiveness of celebrity physical and their intention to buy.

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References

1970Determining Sample Size for Research Activities 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1977The Impact of Physically Attractive Models on Advertising Evaluations 2006Advertising, Promotion, and Other Aspects of Integrated Marketing Communications 1982The Credibility of Physically Attractive Communicators: A Review

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2022Impact of Antecedents of Celebrity-Product Congruence on Value Transfer and Purchase Intention: Moderating Effect of Cognitive Strength and Over-endorsement

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