Abstract
Owing to competitive and rapidly changing business environment, organizations are focusing
on effective advertisement tools to capture the customers in order to stay competitive. In this
connection celebrity endorsement is deemed as a crucial aspect in advertisement. Marketers
consider it as a key factor of customer attention to focus on particular products. Present
study aims to examine the influence of celebrity endorsement on consumer purchase
intentions by concentrating the mediating behaviors of advertising effect and advertising
appeal. This study is descriptive and quantitative in nature. Data was collected by applying
non-probability convenient sampling technique. A total of 250 questionnaires were
distributed among the selected sample frame, 202 questionnaires were correctly filled by the
respondents and the response rate was 80.8%. After applying different statistical techniques,
results revealed that celebrity endorsement significantly and positively influence the
advertising appeal, advertising effect and consumer purchase intentions. People have
positive buying behavior for ads with well known celebrities. Furthermore, advertising
appeal and advertising effect also significantly and partially mediate the relationship
between celebrity endorsement and consumer purchase intentions. Thus, this study would be
helpful for marketers to understand and recognize the crucial role of celebrity endorsement,
advertising appeal and advertising effect to positively mould the customers buying behaviors
Dr. Naveed Iqbal Chaudhry, Dr. Khalid Hussain Abbasi, Noman Babar. (2018) Does Celebrity Endorsement Influence the Consumer Purchase Intentions? Mediating Role of Advertising Effect and Advertising Appeal, Sir Syed Journal of Education & Social Research (SJESR), Volume-01, Issue-2.
-
Views
596 -
Downloads
53
Article Details
Volume
Issue
Type
Language
