Celebrity Endorsements and Its Impact on Consumer Buying Behaviour

133 Pages Posted: 4 Apr 2011

See all articles by Amit Kumar

Amit Kumar

Bournemouth University Business School

Date Written: April 4, 2011

Abstract

The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. This made the author curious to explore the impact of celebrity endorsements on consumer buying behaviour.

This paper focuses on examining the perception of Indian consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intentions and finally the impact of celebrity endorsements on their purchase intention.

This project begins with the review of existing literature available on celebrity endorsements, which provides an insight into the research topic and clarifies many important aspects related to the subject. A quantitative method is used for this research project to investigate the perceptions of the consumer, attributes and its subsequent impact on purchase intention. The data is collected through a questionnaire and later analysed using the data analysis software program SPSS.

It was proven in this research that consumers find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention. In other terms, celebrity attributes do impact the purchase intention of consumers. Finally, the results of the study prove that celebrity endorsements positively impact the purchase intention of the consumers.

Keywords: Celebrity endorsement, Celebrity India, Consumer behaviour, Buying behaviour, Endorsements

Suggested Citation

Kumar, Amit, Celebrity Endorsements and Its Impact on Consumer Buying Behaviour (April 4, 2011). Available at SSRN: https://ssrn.com/abstract=1802531 or http://dx.doi.org/10.2139/ssrn.1802531

Amit Kumar (Contact Author)

Bournemouth University Business School ( email )

Fern Barrow
Poole BH12 5BB, Dorset
United Kingdom

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