The Influence of Celebrity Endorsement on the Purchasing Intention of Young Customers: A Pakistani Perspective (Study Conducted in Twin Cities of Islamabad/Rawalpindi)

Abstract

Celebrity endorsement is the phenomenon of marketing in which companies associate celebrities with their products and brand to become part of their company and make the customer recognize the product, good or service after looking at the advertisement. Celebrities are now part of the brand recognition schemes which make the brand use to become renown. Endorsement of celebrities is a useful practice worldwide by different brands. The main objective of this study is to check that the celebrity endorsement with its components including celebrity attractiveness, celebrity expertise and celebrity’s trustworthiness on the dependent variable of purchase intention in young Pakistani customer while purchasing their mobile phone. The literature was thoroughly addressed and with the help of literature review, hypothesizes were generated. The data collection is completed via google form where 389 respondents recorded their response from age group of 18 to 30 in Pakistan. The sample size was around 386 which is nearly close to the 389 respondents. The data analysis was done on SPSS 26, where all of the hypothesizes was checked and analyzed. The main observation was made by using correlation techniques between the variables, regression analysis was used to test the variables and reliability test was conducted to analyze variables. The results of the analysis indicate that there is a prominent relationship between the components of celebrity endorsement with purchasing intention of young Pakistan customers while purchasing their mobile phones. All the three independent variables are positive related with the purchase intention which is dependent variable. So, it has been claimed that the celebrity endorsement plays a positive and significant role in making image of a brand with strong proposition. The finding of the paper suggests that there must be careful use of celebrity endorsement while making brand fit so that the celebrity’s image would enhance the brand equity and produce good sales for it (Ateke et al., 2015).