Abstract/Description
Consumer Perception about the brand does not create a significant impact on Purchase Intention if the brand is endorsed by a celebrity. (P>0.05) 2. Consumer's Trust upon a celebrity is 33.6% effective with respect to their Purchase Intention. 3. Consumer Skeptism does not have a significant impact on Purchase Intention. 4. Brand Awareness does not have a positive impact on Purchase Intention of consumers when it is endorsed by a celebrity. 5. Consumers’ Purchase Intention is influenced 22.4% to Follow the celebrity Influencer. Majority agrees to the statement and says that celebrities influence the brand image to a greater extent. • People follow their favorite celebrities and want to become more like them. • Brand Awareness doesn’t matter much for consumers if their favorite celebrity endorses it, they are likely to buy due to celebrity’s influence.
Keywords
Celebrity endorsement, Consumer perceptions, Brand, Consumer buying behavior, Purchase intention
Session Type
Poster Session
Panelists
Syeda Hiba Badar is MBA at Institute of Business Management (IoBM), Karachi, Pakistan
Start Date
4-4-2021 10:00 AM
End Date
4-4-2021 1:00 AM
Recommended Citation
Badar, S. H. (2021). Impact of celebrity-endorsed products on consumer's purchase intention. CBER Conference. Retrieved from https://ir.iba.edu.pk/esdcber/2021/day3/18
Impact of celebrity-endorsed products on consumer's purchase intention
Consumer Perception about the brand does not create a significant impact on Purchase Intention if the brand is endorsed by a celebrity. (P>0.05) 2. Consumer's Trust upon a celebrity is 33.6% effective with respect to their Purchase Intention. 3. Consumer Skeptism does not have a significant impact on Purchase Intention. 4. Brand Awareness does not have a positive impact on Purchase Intention of consumers when it is endorsed by a celebrity. 5. Consumers’ Purchase Intention is influenced 22.4% to Follow the celebrity Influencer. Majority agrees to the statement and says that celebrities influence the brand image to a greater extent. • People follow their favorite celebrities and want to become more like them. • Brand Awareness doesn’t matter much for consumers if their favorite celebrity endorses it, they are likely to buy due to celebrity’s influence.
