Mediating Impact of Celebrity Endorsement in Relationship of Celebrity Characteristics and Consumers Purchase Intention

Abstract

The intention of this study is to pinpoint the mediating role of celebrity effective endorsement in effect of celebrity characteristics (credibility, familiarity, brand and clutter) on purchase intentions in Pakistan scenario. Further, to investigate the mean differences of demographic variables with respect to celebrity endorsement, celebrity cluster, purchase intention, attractiveness of celebrity, trustworthy of celebrity, familiarity of celebrity, expertise and brand congruence of Pakistani consumers. Further, this study gives inside of consumer’s celebrity perceptions about purchase intention, also critically analyses the relation of celebrity endorsement on purchase intention. Questionnaires were distributed among common consumers from Islamabad, Rawalpindi, Lahore and Karachi and consumer’s age was above 16 years. SPSS and AMOS were used to test the model. Descriptive statistics, correlation analysis, hypotheses testing and regression analysis techniques were used to answer the hypotheses. Results indicate that purchase intentions of respondents can be influenced when marketing companies endorse a celebrity in their Ads. Results further indicate that there are significant differences in the demographic variables and the perceptions of Pakistani consumers with the study variables. In Pakistan emotional cultures prevails as people frequently react to the experiences they receive. Thus it is recommended that marketers should be very critical in taking endorsement decision suitable for the culture that this country holds.

Keywords: Pakistan, Celebrity Endorsement, Celebrity Image, Consumer’s Celebrity Perception, Purchase Intention