Abstract
Concept of celebrity endorsement evolved in last few decades and it has strengthened its
roots. Companies spend millions of dollar on celebrity endorsement. Marketers are trying to identify the
impact of celebrity endorsement on companies’ profitability and advertising objectives. The purpose of this
research was to investigate the impact of vicarious role model such as showbiz celebrity or sports celebrity on
purchase intentions, brand loyalty and positive word of mouth among young adults of Karachi. Structured
questionnaire was used to collect data through survey research method and data was collected from 252
students by using convenience sampling technique. Factor analysis and MANOVA were used as statistical
techniques to test the model. Result showed that role model has significant impact on young adults’ purchase
intentions, brand loyalty and positive word of mouth.
Muhammad Zubair Haroon, Mirza Amin ul Haq, Najmonnisa. (2015) Impact of Role Model on Behavioral and Purchase Intentions among Youngsters: Empirical Evidence from Karachi, Pakistan, Journal of Management Sciences, Volume 2, Issue 2 .
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