Impact of Antecedents of Celebrity-Product Congruence on Value Transfer and Purchase Intention: Moderating Effect of Cognitive Strength and Over-endorsement

Arora, Nilesh; Prashar, Sanjeev; Parsad, Chandan; Vijay, T. Sai

doi:10.1080/1553118x.2022.2033978

Cited by 5 publications

(3 citation statements)

References 70 publications

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“…Moreover, all the dimensions of celebrity's credibility are found to contribute towards purchase intention such as attractiveness (Arora et al, 2019), expertise (Trivedi & Sama, 2021), and trustworthiness . The congruence of celebrity and the brand influences the purchase intention positively (Arora et al, 2022).…”

Section: Discussionmentioning

confidence: 99%

“…However, merely investing endorsement mode of advertising is not the right way to expect a great amount of returns (Raithel, 2020); rather the firms will have to consider many factors to save their huge investments in celebrity endorsement (Lili et al, 2022). These factors may be Celebrity's attractiveness (Arora et al, 2022), expertise (Wang & Liao, 2023) and trustworthiness . The current study observes the impact of credibility of celebrity , congruence of customer with celebrity (Abbasi et al, 2023), congruence of brand and celebrity (Tseng & Wang, 2023) on purchase intention.…”

Section: Scope and Significancementioning

confidence: 99%

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Celebrity Endorsement and Purchase Intention: Examining the Mediation of Attitude towards Advertisement in Z Generation of Pakistan

Arif,

Tat,

Saad

et al. 2023

IJARBSS

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Generating purchase intention is the most integral objective of advertising for businesses. There are many factors that contribute to generate purchase intention and one of those is celebrity endorsement strategy. Businesses can always attract customers through celebrity endorsement. It warrants examining the relationship of celebrity endorsement and purchase intention in the context of z generation of Pakistan and turns to be the basic objective of the study. The study further gauges the mediation of attitude towards advertisement in such a relationship. It is a quantitative study based on deductive approach. It takes to put purchase intention as a primary research question in the field of marketing and opts to use questionnaire to collect data on the basis of convenience sampling which will be analyzed through SPSS and PLS. The data will be collected from 384 respondents. The study chooses source credibility theory, match up hypothesis, and source attractiveness theory as its underpinning theories.

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Section: Discussionmentioning

confidence: 99%

Section: Scope and Significancementioning

confidence: 99%

Celebrity Endorsement and Purchase Intention: Examining the Mediation of Attitude towards Advertisement in Z Generation of Pakistan

Arif,

Tat,

Saad

et al. 2023

IJARBSS

View full text Add to dashboard Cite

show abstract

“…A credible endorser elicits positive relational responses from a customer (trust). These positive relational reactions then transfer to the endorsed brand (Arora et al. , 2022) and appear as positive brand assessments (i.e.…”

Section: Theoretical Contributionmentioning

confidence: 99%

Role of celebrity credibility on banking service providers

Singh

2022

MIP

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PurposeThis study examines the role of celebrity credibility in fostering loyalty and long-term commitment toward the financial service provider (banking services in this study) through the development of trust in the service provider. The relationship combines the commitment-trust theory, the source credibility, and the meaning transfer model.Design/methodology/approachThe proposed model uses online survey data from 855 participants. The data are analyzed using structural equation modeling. The relationship between celebrity credibility, commitment, and loyalty to the service provider is explored, with trust in the service provider acting as a mediator. The profession and gender of celebrities are considered moderators.FindingsTrust in service providers partially mediates the relationship between celebrity credibility, customer loyalty, and commitment. Moderation results across multiple groups show that male and sports celebrities are more persuasive in expertise, and customers find women and movie stars to be more effective endorsers in the attractiveness dimension.Research limitations/implicationsThis study focuses only on banking services with data collected from a single country to examine a celebrity’s role as a spokesperson.Practical implicationsConsidering the benefits of having a well-known celebrity as a spokesperson for financial services like banking is intriguing. Given the unique characteristics and significant perceived risk associated with financial services, marketers may consider hiring celebrity endorsers to increase tangibility and reduce risk.Originality/valueThe results of this study may provide a deeper understanding of the combined effect of celebrity credibility and trust in financial service providers, which provides tangibility and helps establish a strong customer relationship.

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From human to virtual: Unmasking consumer switching intentions to virtual influencers by an integrated fsQCA and NCA method

Shao

2024

Journal of Retailing and Consumer Services

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Impact of Antecedents of Celebrity-Product Congruence on Value Transfer and Purchase Intention: Moderating Effect of Cognitive Strength and Over-endorsement

Cited by 5 publications

References 70 publications

Celebrity Endorsement and Purchase Intention: Examining the Mediation of Attitude towards Advertisement in Z Generation of Pakistan

Celebrity Endorsement and Purchase Intention: Examining the Mediation of Attitude towards Advertisement in Z Generation of Pakistan

Role of celebrity credibility on banking service providers

From human to virtual: Unmasking consumer switching intentions to virtual influencers by an integrated fsQCA and NCA method

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