Abstract:
Purpose: The purpose ofthis research is to study the impacts of celebrity endorsements on
consumer buying intentions towards promoted products. This research will help the companies
to understand the effectiveness of celebrity endorsements and sponsorships on a particular
brand image and how the perception of consumer is influenced by that. In this research many
ofthe previous findings are reevaluated and combined with the new variables. The variables
in this research are dependent consumer buying behavior and interdependent attractiveness,
expertise, trustworthiness, similarity, familiarity and meaning transfer.
Methodology & Design: This is a quantitative research, for collection of data survey method
was used, web based questionnaire was used to collect data from audience on social sites such
as Facebook. Sampling technique used for this research is convenience sampling that is people
who were easy to be reached were approached for the survey. Sample size was 384. Results
were analyzed by studying the frequencies, correlation, anova and regression.
Findings: Hypothesis were tested through the obtained results. . The results summarize that
all five ofthe factors which are Expertise, trustworthiness, similarity, Familiarity and meaning
transfer have a positive relationship with the dependent variable consumer buying behavior.
Limitations: This research was carried out only in Karachi, Pakistan which makes it clear that
the results cannot be studied for other cities. 384 respondents were surveyed which is a very
small sample, people might be biased when responding to the questions.
Recommendations: Marketers need to evaluate the celebrity endorser properly on certain
aspects such as expertise, trustworthiness, meaning transfer, similarity and familiarity before
assigning them to endorse any product to create the impact and perception they want to on the
consumer.
