Impact of celebrity endorser as in-store stimuli on impulse buying

Yadvinder Parmar · Bikram Jit Singh Mann · Mandeep Kaur Ghuman

27 citations0/0 files storedThe International Review of Retail Distribution and Consumer Research

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

This research investigates how a celebrity endorser in POP (point of purchase) advertising impacts consumer impulse buying, in cases of both high involvement and low involvement products. It also examines the effect of match-up between the celebrity and the product in consumer impulse buying. An experimental study was conducted to gather data for six different situations utilizing a sample of 218 students in India. Independent sample t-test was applied to test the hypotheses of the study. The results reveal that the presence of a celebrity endorser in POP advertising enhances the consumer impulse buying. Further, the celebrity endorsers are more effective in cases of high involvement products as compared to low involvement products, and the celebrity match-up with the product category also influences impulse buying, however, only in case of high involvement products. The research contributes to the celebrity endorsement and impulse buying literature by finding the effect of celebrity endorsers on consumer impulse buying. The findings are highly relevant for retailers and marketing practitioners interested in impulse buying, suggesting another way of influencing consumer impulse buying.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1985Measuring the Involvement Construct 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 2000An Examination of Selected Marketing Mix Elements and Brand Equity 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 2017European Journal of Business and Management 1995Normative Influences on Impulsive Buying Behavior 1981Designing Research for Application

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2022The Impact of Celebrity Endorsement on Followers’ Impulse Purchasing 2020Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection 2023Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics

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