Abstract
Abstract
Abstract
1
Abstract
The study of individuals, groups, or organizations and the processes they use to select, secure,
utilize, and dispose of products, services, experiences, or ideas to meet needs, is referred to as
consumer behavior. And for any marketer, the most important and difficult responsibility is
to understand consumer behavior. There are many factors influence for buying behavior. To
identify the impact of celebrity endorsement on customer buying behavior and perceptions of
the company's product or brand was the objective of this research study.
Today, celebrity endorsement is one of the world’s popular promotion method uses in various
industries. Celebrity endorsement is a type of marketing approach in which well-known
people are used to persuade people to buy or engage with a product or service. Marketers
used celebrities to promote their products and brands in advertisements in order to enhance
sales and influence the viewer's impression of their brand. Most marketers now display their
goods with a recognized face since it is the simplest approach for businesses to establish
brand connection in the minds of their customers. Effectiveness of celebrity endorsement is
depending by celebrity person’s attractiveness, trustworthiness, personality and experience.
Marketers pay celebrities millions of dollars in the hopes that the stars can work their magic
on the brands they promote, making them more desirable and successful. However, not all
celebrity glitter is created benefits. It is recommend that when select a celebrity endorser,
marketers must consider all aspects of celebrity endorsement, including whether the brought
personality and image of the celebrity matches or not, whether the celebrity endorsee is well-
known among the general public, and whether he is regarded as a reliable source. Matching
2
the celebrity's image with the personality of the product and the actual or intended serf notion
of the target market might boost the effectiveness of utilizing a celebrity to endorse a
company's product.
3
Reference
1. Ahmed, R., Seedani, S., Ahuja, M., Paryani S. (2015). Impact of celebrity
endorsement on consumer buying behavior. Journal of marketing and consumer
research
2. Chekima, F. Z., Wafa, S. A., Sulong, R. S. (2018). The impact of celebrity credibility
on purchase intention of cosmetic product. Faculty of business, economics &
accountancy, university Malaysia Sabah,jalan UMS, 88400
3. Hassan, S.R., Jamil, R.A. (2014). Influence of celebrity endorsement on consumer
purchase intention for existing products. Journal of management infomation
4. Jespersen, C. F. (2017). Celebrity endorser’s credibility: effects on consumers’
attitude toward advertisement
5. Khan, M. M., Memon, Z., Kumar, S. (2019). Celebrity endorsement and purchase
intention: the role of perceived quality and brand loyalty. Market forces, college of
management sciences