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

Abasyn Journal of Social Sciences – Vol (10), Issue (2), 2017

16 Pages Posted: 23 Aug 2018

See all articles by Seyed Ibne Ali Jaffari

Seyed Ibne Ali Jaffari

Federal Urdu University of Arts, Science & Technology

Ahmed Imran Hunjra

University of Waikato; Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS)

Date Written: 2017

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

Suggested Citation

Jaffari, Seyed Ibne Ali and Hunjra, Ahmed Imran, Mediating Impact of Celebrity Endorsement in Relationship of Celebrity Characteristics and Consumers Purchase Intention (2017). Abasyn Journal of Social Sciences – Vol (10), Issue (2), 2017. Available at SSRN: https://ssrn.com/abstract=3229730

Seyed Ibne Ali Jaffari

Federal Urdu University of Arts, Science & Technology

Sector G-7/1, Main University Road
Gulshan-e-Iqbal
Karachi, Sindh 744000
Pakistan

Ahmed Imran Hunjra (Contact Author)

University of Waikato ( email )

Te Raupapa
Private Bag 3105
Hamilton, 3240
New Zealand

Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS) ( email )

Muree Road Rawalpindi
Shamsabad, Punjab 44000
Pakistan
00923457162527 (Phone)

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