IMPACTS OF CELEBRITY ENDORSEMENTS ON CONSUMER BUYING BEHAVIOR

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.