Understanding Impact of Celebrity Endorsement on Consumer Behavior

Authors

  • Vandana Bharadi, Drisha Jain, Hansel Dias, Hriday Sharma, Hrithik Rathi, Janhavi Jasani

Abstract

Celebrity endorsement is extensively used by companies and studied by researchers. Generally, advertisers believe that celebrities have a greater appeal and credibility, which leads to a rise in brand retention and could also lead to a positive effect for final consumer purchase. The purpose of this paper is to evaluate the impact of celebrity endorsements   on consumers. The study consists of primary as well as secondary data. The data of 174 respondents is collected through questionnaire and results were analyzed through Advanced Data Analysis i.e. one-tailed testing. The results suggested that celebrity endorsements do have a positive and significant influence on consumer purchase intentions. The tested attributes of celebrity awareness show positive relationship with the buying behavior and brand perception as well. It is also concluded that using different celebrities for the same brand increased effectiveness.

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Published

2020-07-25

Issue

Section

Articles