The Impact of Celebrity Credibility on Consumer Response towards Advertisement: A Case of Maybelline in Pakistan

Abstract

The environment of the business has become more competitive and marketers now days attempt to place the position of their product in the perception of the customers. In order to place the brand in the top mind of the customer, marketers’ uses no of skills and techniques and one of the most important and more effective technique is celebrity endorsement. This research is basically attempted to calculate the impact of celebrity credibility in enhancing the attitude of the customers towards advertisement. This study is totally based on how consumers perceived the credibility of independent variable over the attitude of customers towards advertisement as a dependent variable and also to validate the casual link between dimensions of celebrity credibility which is celebrity Trustworthiness, celebrity attractiveness and celebrity expertise as independent variable and customer attitude towards advertisement as dependent variable. In other words the primary focus of the study was to strengthen the argument that celebrity credibility has positive impact on the attitude of the customers. The other main objective of this research is to explore possibility that this link is not basically mediate through attitude towards advertisement but it’s also moderated by the credibility of the celebrity which is endorsing some particular brand or product.