Influence of Celebrity Endorsement on Consumer Purchase Intention for Existing Products: A Comparative Study

Syed Rameez ul Hassan, R. A. J. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study. Journal of Management Info, 4(1), 1-23.

23 Pages Posted: 20 Feb 2015

Date Written: December 2014

Abstract

Advertisement by Involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong product perception. Celebrity endorsement is the main focus of the study where Pakistani and Indian celebrities with their attributes are used for their endorsement effect on purchase intention. A sample of 300 was taken to assess the contrast between Indian and Pakistani celebrity endorsement effects on purchase intention in Pakistan. Similar and competitive brands are chosen which are endorsed by Pakistani and Indian Celebrities separately. Results of the study showed that endorsement through local and Indian celebrities has similar and not much significant influence on purchase intention in Pakistan, with no major difference by country origin of celebrity. In the study consumer celebrity relationship is assessed and confirms that attributes of celebrity (Local or Indian) are not much important for intent to purchase for existing products but quality, brand image and brand loyalty are the key factors for intention to purchase. Implication for research and practice are discussed.

Keywords: Celebrity Endorsement; Purchase Intention; Brand; Pakistan.

Suggested Citation

Jamil, Raja Ahmed and Rameez ul Hassan, Syed, Influence of Celebrity Endorsement on Consumer Purchase Intention for Existing Products: A Comparative Study (December 2014). Syed Rameez ul Hassan, R. A. J. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study. Journal of Management Info, 4(1), 1-23. , Available at SSRN: https://ssrn.com/abstract=2566816

Raja Ahmed Jamil (Contact Author)

University of Haripur ( email )

University of Haripur
Swat Chowk, Hattar Road, Haripur
Haripur, PA KPK 22620
Pakistan

Syed Rameez ul Hassan

University of Haripur

University of Haripur
Swat Chowk, Hattar Road, Haripur
Haripur, PA KPK 22620
Pakistan

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