Impact of celebrity endorser as in-store stimuli on impulse buying

Parmar, Yadvinder; Mann, Bikram Jit Singh; Ghuman, Mandeep Kaur

doi:10.1080/09593969.2020.1781229

Cited by 19 publications

(24 citation statements)

References 79 publications

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“…Indeed, the endorsers' credibility is a powerful stimulus for the consumers' purchases. Given the illustration, the research shows that it is a mechanism that stimulates the consumers' cognitive and emotional components, thus assisting the individual in purchase intention (Parmar et al, 2020). Perhaps, the literature concludes that the endorsers' credibility generates a favorable impact on the consumer impulse buying and purchase intention.…”

Section: The Credibility Of Celebrity Impulse Buying Tendency and Pur...mentioning

confidence: 94%

Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention

Liu

2022

Front. Psychol.

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Celebrity influence plays a significant role in fostering the consumers’ impulse buying tendency and purchase intention. In the modern advertising era, the celebrity endorsement characteristics have driven the firms’ promotion campaigns, stimulating consumer purchasing behavior through celebrity branding. The study signifies the relationship between celebrity’s traits of trustworthiness, attractiveness, credibility, and expertise influence consumers’ impulse behavior. The data was collected from the 371 customers of the fast fashion industry by using the convenient-sampling technique. SMART-PLS was used for data analysis by applying structural equation modeling. The study results show that celebrity trustworthiness, the attractiveness of a celebrity endorser, the credibility of a celebrity endorser, and celebrity expertise positively impact purchase intention and impulse buying tendency. Purchase intention plays a mediating role between independent and dependent variables.

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Section: The Credibility Of Celebrity Impulse Buying Tendency and Pur...mentioning

confidence: 94%

Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention

Liu

2022

Front. Psychol.

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“…Retailers' promotional strategies have a considerable influence on the shopper's IBT (Pramezwary et al, 2021). Furthermore, retailers also concentrate on the impulsive behavior of shoppers by offering PA such as promotions in stores (Parmar et al, 2020). Likewise, promotional tools such as the point of sale, price promotions, celebrities' endorsement, sampling, coupons, demo shows and sweepstakes are helpful for retailers to stimulate impulsive tendencies in shoppers (Parmar et al, 2020;Lavuri et al, 2022b).…”

Section: Promotional Activities (S) → Impulsive Buying Tendency (O): S-omentioning

confidence: 99%

Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics

Lavuri

Thaichon

2023

MIP

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PurposeThe study examines the extrinsic variables, namely store environment, promotional activities (PA), product features and stimulation factors that encourage compulsive purchasing in emerging markets.Design/methodology/approachThe data were collected from customers with recent compulsive shopping experiences at an online retail store. This study collected 469 original survey responses employing purposive sampling and data analyzed with covariance-based structural equation modeling and used segmentation analysis.FindingsThe study results indicated that extrinsic (stimulus) factors, such as shop environment, PA and stimulation factors positively impacted shoppers’ impulsive buying tendency (IBT), whereas product characteristics did not affect shoppers’ IBT. Similarly, IBT (organism) influenced compulsive purchase, as did a favorable mediating relationship between extrinsic factors (stimulus factors) and shoppers’ compulsive purchase (response factor). Moreover, segmentation results showed that female consumers had more IBT and compulsive buying behavior than male respondents.Originality/valueThis research adds to the corpus of information concerning impulsive and compulsive buying behavior. As this study incorporates the Stimulus-Organism-Response paradigm, new findings emerge; using this paradigm allows for the testing of new linkages to better understand consumers’ impulsive and compulsive behavior.

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“…A review of studies that measure involvement via scale development reveals that researchers have continuously associated involvement with people’s perceived value of the product or service (i.e. importance and relevance) (McQuarrie and Munson, 1987; Zaichkowsky, 1985; Parmar et al , 2020). This association between perceived value and consumer involvement has been debated as some researchers argue that people’s level of product importance and consequently their level of involvement may fluctuate for various reasons over their lifespan.…”

Section: Literature Reviewmentioning

confidence: 99%

Familiarity, involvement, satisfaction and behavioral intentions: the case of an African-American cultural festival

Rivera

Shapoval

Semrad

et al. 2022

IJEFM

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PurposeThe study investigates how cultural festival attendees’ familiarity and involvement may influence their overall satisfaction and future behavioral intentions towards the festival.Design/methodology/approachA path analysis is used to test the proposed model. The Sobel test is performed to determine the mediating role of attendee satisfaction on future behavioral intentions.FindingsAttendee familiarity positively and directly impacts attendee involvement. Attendee satisfaction mediates the relationship between involvement and intention to return to the festival. The findings did not demonstrate a relationship between attendee involvement and intention to recommend the cultural festival. Attendees’ intention to return to the festival positively and directly impacts intention to recommend the festival.Practical implicationsFor repeat cultural festival attendees, satisfaction is influenced by festival familiarity and involvement. As attendees become more satisfied with their festival involvement, their decision to return to the festival increases. The mediation effect of satisfaction indicates that this should be a priority, as it fully mediates the relationships. However, this is not the case as it relates to the intentions to recommend the festival.Originality/valueThe study contributes to literature on the impact of familiarity and involvement on repeat attendee satisfaction levels and how these relationships influence attendees’ decisions to return or recommend the festival. It is one of the first studies that investigates actual behavior of festival attendees, specifically in the context of an African-American cultural festival.

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Impact of celebrity endorser as in-store stimuli on impulse buying

Cited by 19 publications

References 79 publications

Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention

Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention

Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics

Familiarity, involvement, satisfaction and behavioral intentions: the case of an African-American cultural festival

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