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Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study

Journal of Management Info

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Title Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study
 
Creator Jamil, Raja Ahmed; University of Haripur, Pakistan.
Hassan, Syed Rameez ul; University of Haripur, Pakistan.
 
Subject Celebrity Endorsement; Purchase Intention; Brand; Pakistan.
 
Description 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.
 
Publisher Readers insight Publisher
 
Contributor —
 
Date 2014-12-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://jmi.readersinsight.net/index.php/jmi/article/view/18
 
Source Journal Of Management Info; Vol 4, No 1 (2014): Volume 4, Issue 1; 1-23
2313-3376
 
Language eng
 
Relation http://jmi.readersinsight.net/index.php/jmi/article/view/18/pdf_16
 
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