Influence of Celebrity Endorsement on Buying Patterns of Demographically Diversified Consumers
DOI:
https://doi.org/10.52633/sbwx4942Keywords:
Celebrity, Celebrity Endorsement, Attractiveness, Expertise, Reliability, Popularity, Positive Image, Likeability of a CelebrityAbstract
The purpose of this study is to notify and analyze the attitudes of consumers from different age groups toward the characteristics of celebrities. Celebrity Endorsement is one of the marketing strategies practiced by brands and organizations that involve well-known and popular celebrities. Celebrities from all over the world use their high social status and popularity to promote the brands, as celebrities help create and build the image of the brand. Descriptive research was adopted for this research study. A well-designed questionnaire was fabricated to collect primary data from 300 respondents from different age groups. The scholarly literature was reviewed from authentic sources such as books by renowned authors and research articles from reliable and veridical journals. The hypothesis has been tested with SPSS to achieve the research objectives. A chi-square test was employed to analyze the responses. The findings illustrated that the attitudes of respondents belonging to different age groups are not identical to each other regarding the characteristics of celebrities.
References
Assael, H. (1987). Consumer behavior and marketing action. Boston: Kent Publishing Company.
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research.
Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 538-555.
Balakrishna, l. (2011). Effect of Celebrity Based Advertisements on the Purchase Attitude of Consumers towards Durable Products. World review of business research.
Erdogan. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management.
Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research.
Kamins, M. ( 1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising.
Kamis, M. (1989). Celebrity and non-celebrity advertising in a two-sided context. Journal of Advertising.
Khatri, D. P. (2013). Influence of celebrity endorsement on consumer's purchase intention. International Journal of Scientific and Research Publications.
Kotler, P. (2009). Marketing Management: A South Asian Perspective.
Lee, H. S. (2005). An Application of a Five-Stage Consumer Behaviour Decision Making Model: An Exploratory Study of Chinese Purchasing of Imported Health Food.
McCracken, G. (1989). Who is celebrity endorsed? Cultural foundations of the endorsement process. Journal of Consumer Research.
McGuire, W. (1985). The nature of attitudes and attitude change. The handbook of social psychology. New York: Random House.
MECMediaEdge: CIA. (2009). Celebrity Endorsers have more impact on young consumers.
Miller, G. (1969). Source trustworthiness, opinionated statement, and response to persuasive communication. Speech Monograph.
Mowen, J.C. and Minor, M. (1998). Consumer Behavior. Prentice-Hall.
Ohanian, R. (1991). The impact of celebrity spokesperson's perceived image on consumer's intention to purchase. Journal of Advertising Research.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Pughazhandhi and Ravindra. (2012). The effectiveness of celebrity-endorsed confectionery products on children. Arabian Journal of Business and Management.
Sereno, K. K., & Hawkins, G. J. (1967). The effects of variations in speakers' nonfluency upon audience ratings of attitude toward the speech topic and speakers' credibility. Communications Monographs, 34(1), 58-64.
Solomon, M. R. (1987). The forest or the trees: a gestalt approach to symbolic consumption.
Thompson, C. (1988). Celebrity Endorsement: Scripts, Schema and Roles. Association of Consumer Research, 69-76.
Till, B. (2008). Classical conditioning and celebrity endorsers. Psychology and Marketing.
Till, B. (1998). Using celebrity endorsers effectively: lessons from associative learning. Journal of product and brand management.
Wenqian, G. (2007). Effectiveness of celebrity endorsement advertising in the Chinese marketplace.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Authors retain copyright to the content of the articles. Open access articles can be published under the Creative Commons Attribution (CC BY) 4.0 which allows content to be copied, adapted, displayed, distributed, republished, or otherwise re-used for any purpose including for adaptation and commercial use provided the content is attributed without any restriction.
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
