Abstract:
Purpose of the Study: The aim of this study is to find out the impact of celebrity
endorsed advertisement on consumer purchase intention in hair care products.
Advertisers and marketers are finding new approaches to maximize the appeal of
celebrities. Some does work, some fail, some are unproven. Regardless of whatever
approach, the endorsement has to be credible and authentic and attractive enough. And in
an era when brands & products are rapidly increasingly defined by a series of experiences
over & over by time.
Research methodology: To conduct this research deductive approach is being used.
Hypotheses were made to conduct the research based on literature and past studies. The
study strongly focused on geographical location of Karachi. The study extracts a broad
knowledge for Advertisers. Explanatory study is conducted, i.e. cause and effect
relationship of dependent over independent has analyzed. The Impact of celebrity
endorsed advertisement on consumer purchase intention has analyzed in this study. The
convenience sampling technique of non-probability used in this research. Sample size of
306 was used for this research and data was collected on the basis of convenience.
Research Findings: In this research five hypotheses were made to collect the data from
the customers about their purchase, intention in hair care products (shampoos/
conditioners). The data were analyzed with the use of SPSS software. Findings of the
study revealed that there is a significant positive impact of celebrity endorsed
advertisement, lilceability and credibility on consumer purchase intention.
Research Implication: This study provides the powerful insights about the usefulness
and importance of celebrity endorse advertisement. Their credibility, attractiveness,
likeabilily and personality on customer purchase intention in the hair care products. This
provides a significant and realistic basis to highlight the importance of these four
variables in making strategy to grab customers’ attention to themselves.
