Impact of Celebrity Endorsement on Consumer Buying Behavior

11 Pages Posted: 28 Sep 2015

See all articles by Rizwan Ahmed

Rizwan Ahmed

Indus University

Sumeet Seedani

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST)

Manoj Ahuja

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST)

Sagar Paryani

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST)

Date Written: September 27, 2015

Abstract

Today celebrity endorsement becomes the multi-million industries in the world. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer’s regarding their brand, which positively impacts on their buying behavior. This research study focuses on the celebrity endorsement and its impact on the customer’s buying behavior and their perception regarding the product or brand of the company. A quantitative method is used in this research in order to investigate the impact of celebrity endorsement on buying behavior. The data of 200 respondents is collected through questionnaire and results were analyzed through the SPSS. The students of different universities as respondents has been taken to know their perception regarding the celebrity and its attributes and the impact of celebrity endorsement on their buying behavior. It is concluded that celebrities endorsed advertisements are more attractive than the non-endorsed advertisements. Moreover the tested attributes of celebrity show positive relationship with the buying behavior and brand perception as well. It also proved that there is a significant impact of celebrity endorsement on the buying behavior. Finally, the results of the study further proved that there is a significant impact of celebrity endorsement on the buying behavior of customers.

Keywords: Celebrity endorsement, Celebrity attractiveness, Celebrity credibility, Celebrity meaning transfer, Brand image, Buying behavior

Suggested Citation

Raheem, Ahmed and Seedani, Sumeet and Ahuja, Manoj and Paryani, Sagar, Impact of Celebrity Endorsement on Consumer Buying Behavior (September 27, 2015). Available at SSRN: https://ssrn.com/abstract=2666148 or http://dx.doi.org/10.2139/ssrn.2666148

Ahmed Raheem (Contact Author)

Indus University ( email )

ST-2D, Block 17, Gulshan-e-Iqbal
Gulshan-e-Iqbal
Karachi, Sindh 75300
Pakistan

Sumeet Seedani

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST) ( email )

90 and 100 Clifton
Karachi, ISLAMABAD 75600
Pakistan

Manoj Ahuja

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST) ( email )

90 and 100 Clifton
Karachi, ISLAMABAD 75600
Pakistan

Sagar Paryani

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST) ( email )

90 and 100 Clifton
Karachi, ISLAMABAD 75600
Pakistan

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