IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS’ PURCHASE INTENTION: A Study of Indian Consumers

Abstract

The use of celebrity endorsements in advertising has become a trend and a perceived winning formula of corporate image building and product marketing. As existing media get increasingly cluttered, the need to stand out has become paramount and celebrities have proved to be the ideal way to ensure brand prominence. Research has shown that the use of celebrity endorsers brings many positive effects in terms of positive feelings towards the ad and the brand, a positive brand attitude and increased purchase intention for the brand. Numerous researches have proved empirically the effectiveness and the positive influence of celebrity endorsements in advertising, particularly on purchase intention. However, there is no common consensus on whether attractiveness, trustworthiness and expertise of the celebrity endorsers have a significant impact on consumers’ purchase intention. Through a survey of 336 Indian respondents who are exposed to celebrity endorsements for various products/brands, the present study attempts to find out the impact of celebrity endorsements on consumers’ purchase intention. The three-dimensional scale proposed by Roobina Ohanian (1990) has been used for the purpose. Thus, the present study considers three attributes of celebrity endorsements as suggested by Ohanian - attractiveness, trustworthiness and expertise. The study also attempts to find out the individual impact of these dimensions on consumers’ purchase intention. Exploratory factor analysis was used to reconfirm the factor structure. The model used was empirically tested for unidimensionality, reliability, convergent validity and discriminant validity, using confirmatory factor analysis. Structural equation modeling was used to find out the impact of celebrity endorsements on purchase intention. Results reveal that celebrity endorsements have a significant impact on consumers’ purchase intention. However, the beta coefficients reveal a low degree of correlation between celebrity endorsements and purchase intention. Further, attractiveness and trustworthiness are found to have a significant impact on the purchase intention, while expertise did not have a significant impact on purchase intention.

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