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The Impact of Celebrity Endorsement on

Customer Purchase Behavior

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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.

The impact of celebrity endorsement on purchasing behavior is investigated using a


quantitative manner in this study. A questionnaire was used to collect data from 200
respondents, and the findings were analyzed using SPSS. As responders, students from
various colleges in Sri Lanka were asked about their perceptions of celebrities and their traits,
as well as the impact of celebrity endorsement on their purchasing decisions. It has been
determined that advertising backed by celebrities are more appealing than advertisement that
not endorsed by celebrities. What the study suggests is that, does influence celebrity
endorsement on consumer buying behavior. It was prove that celebrity endorsement has a
substantial impact on purchasing decisions. Finally, the study's findings demonstrated that
celebrity endorsement had a considerable influence on customers’ purchasing behavior.

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

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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.

Key Words : Buying behavior, Celebrity Endorsement, Advertisement, Brand image,


Endorser credibility

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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

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