Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression

Abstract

Upon scanning the existing literature on celebrity endorsement, it is observed that present studies have explored the influence of select celebrity endorsement factors or consumer factors on shoppers' purchase intention. However, these studies have not explored the cumulative effect of these antecedents on shoppers' intention to buy. Thus, the present study examines the impact of two celebrity endorsement factors-celebrity-product congruence and celebrity attractiveness, and three consumer factors-attitude towards the brand, attitude towards advertisement and involvement, on purchase intention. In due course, the research has also validated the measurement scales of the select constructs in Indian perspective. The paper has developed and tested the model for predicting shoppers' purchase intention using hierarchal regression. The findings of the study indicate that celebrity attractiveness, consumers' attitude towards advertisement and attitude towards brand have a significant positive influence on consumers' purchase intention. Interestingly, the study contradicted some of the earlier papers and noted the insignificant impact of celebrity congruence and consumer involvement on purchase intention. The article closes with discussions and managerial implications.

Brand Trust as Celebrity Endorser Marketing Moderator’s Role

“…The results show the value ( = 0.663, p = <0.001). Then the fourth hypothesis is supported and in line with previous research which states that brand attitude is identified as an important construction affecting purchase intention that begins because MARCH 2021 Angga Febrian, Muhtad Fadly of the stimulus provided by celebrity endorsement (Arora et al, 2019).…”

“…fectiveness to achieve customer target (Till, 1998). The use of celebrities for product marketing has been discussed in many previous types of research especially to see the influence on brand attitude (Arora et al, 2019;Paul and Bhakar, 2018) as well as to see influence to purchase intention (Loureiro and Sarmento, 2019;Martínez-lópez et al, 2020).…”

“…The final goal of celebrity endorsement is influencing the customers' purchase intention. There have been numerous previous researches that stated that the attractiveness of celebrities will give a positive impact on the purchase intention (Arora et al, 2019;Liu et al, 2007).…”

Mediating Role of Consumer Involvement between Celebrity Endorsement and Consumer Evaluation: Comparative Study of High and Low Involvement Product

“…Celebrities perceived to be knowledgeable, honest, and physically good looking are perceived to be trustworthy and thus, encourage positive attitudinal and behavioural reactions of the consumers (Ohanian, 1991). As per Arora et al (2019), celebrity attractiveness has a favourable impact on consumers' purchase intentions whereas celebrity congruence and consumer involvement have insignificant influence on purchase intention. The congeniality factor that transforms into a more positive attitude toward the brand augments the shopper's connection with the brand and signifies a direct association to purchase intention (Praxmarer, 2009).…”

The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues

“…A classic and useful definition about celebrity for this study is "any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement" [8]. Recently, Arora et al [18] in their research strongly supported the influence of celebrity on consumer's buying behavior. Celebrities that appear on green advertising generate an attractive message and thus a large impact on the brand [19] and influences consumer's attitude toward advertisements of green products [12,20,21].…”