Celebrity Endorser & Attitude towards Celebrity results in Purchase Intention – A study with reference to Chennai City

S. Dinesh Kumar, V. Hemanth Kumar
DOI: http://dx.doi.org/10.19085/journal.sijmd021001

Abstract

The current hustle & bustle scenario in product promotion every product promoter and manufacturer are forced to promote themselves in a colossus way to attract the target audience. Though advertisements have been an imperative medium of promoting using of opulent stars in ads will fetch them the extra mileage which they anticipate. To prove this there has been a revolution of celebrity endorsements which happens in wide spectrum of products promotion. By travelling on this ideology this study aims to consider the roles of individual perception on celebrity endoser & attitude towards celebrity and also its relationship with corporate credibility and product attractivenss which yields in Purchase Intention. The study has been conducted among diverse people living in Chennai city via structured questionnaire framed with the sample of 500 and the discriptive study suggests that Purchase Intentions is influenced by celebrity endoser and attractiveness of the celebrity.

Keywords

Purchase Intention; Celebrity Endorsers; Attitude towards celebrity; Product Attractivenss; Corporate Credibility

Full Text:

PDF

References

Temperley, J., & Tangen, D. (2006). The Pinocchio factor In Consumer Attitudes Towards Celebrity Endorsement: Celebrity Endorsement. The Reebok Brand, And An Examination Of A Recent Campaign. Innovative Marketing, 2(3), 97-111.

Seno, D., & Lukas, B. A. (2007). The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective. European Journal of Marketing, 41(1/2), 121-134. http://dx.doi.org/10.1108/03090560710718148

O'Mahony, S., & Meenaghan, T. (1997). The impact of celebrity endorsements on consumers. Irish Marketing Review, 10(2), 15.

Biswas, S., Hussain, M., & O'Donnell, K. (2009). Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural study. Journal of global marketing, 22(2), 121-137. http://dx.doi.org/10.1080/08911760902765940

Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. The Journal of Marketing, 56-62. http://dx.doi.org/10.2307/1252119

Speck, P. S., Schumann, D. W., & Thompson, C. (1988). Celebrity endorsements-scripts, schema and roles: Theoretical framework and preliminary tests. Advances in consumer research, 15(1), 69-76.

Goldsmith R., Lafferty B. A and Newell S., 2000. The Influence of Corporate Credibility on Consumer Attitudes and Purchase Intent. Corporate Reputation Review.3 (4): 304 – 318. http://dx.doi.org/10.1057/palgrave.crr.1540122

Be a part of worldclass research: Publish with us