IMPACT OF CELEBRITY ENDORSED ADVERTISEMENT ON CONSUMER PURCHASE INTENTION: STUDY OF DIFFERENT HAIR CARE PRODUCTS IN KARACHI

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.