A study on the influence of using celebrity - International Research ...
A study on the influence of using celebrity - International Research ...
A study on the influence of using celebrity - International Research ...
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90 J. Res. Int. Bus. Manag.<br />
(actor, sports figure, entertainer, etc) for his or her<br />
achievements in areas o<strong>the</strong>r than that <strong>of</strong> <strong>the</strong> product<br />
class endorsed. However, <strong>the</strong> advertising practiti<strong>on</strong>er<br />
should also recognize that <strong>the</strong> use <strong>of</strong> a well-known<br />
pers<strong>on</strong>ality, who can create initial interest and attenti<strong>on</strong><br />
for an advertisement, does not necessarily result in<br />
attitude changes towards <strong>the</strong> product. As well, <strong>the</strong> <str<strong>on</strong>g>study</str<strong>on</strong>g><br />
from Till and Shimp, (1998), presents evidence that<br />
positive feelings towards advertising and products do not<br />
necessarily translate into actual behaviour or purchase<br />
intenti<strong>on</strong>s.<br />
<strong>Research</strong> statistics in America have shown that <strong>the</strong> use<br />
<strong>of</strong> <strong>celebrity</strong> advertisement has doubled in <strong>the</strong> past ten<br />
years that is statistics related to <strong>the</strong> c<strong>on</strong>sumer goods<br />
industry. One in four advertisements features celebrities<br />
as opposed to <strong>on</strong>e in eight in 1995. An increase in <strong>the</strong><br />
use <strong>of</strong> celebrities in brand message communicati<strong>on</strong><br />
am<strong>on</strong>g both n<strong>on</strong>-luxury brands and luxury brands has<br />
taken place. Many celebrities see <strong>the</strong> multibilli<strong>on</strong> dollar<br />
fragrance market as a lucrative way to expand <strong>the</strong>ir<br />
already famed brand, <strong>the</strong>ir name. Celebrities that were<br />
formerly associated with <strong>the</strong> music industry or/and film<br />
industry are exposing <strong>the</strong>ir presence in <strong>the</strong> c<strong>on</strong>sumer<br />
market, particularly <strong>the</strong> fragrance market.” Billi<strong>on</strong>s <strong>of</strong><br />
dollars spent per year <strong>on</strong> <strong>celebrity</strong> endorsement.<br />
The <str<strong>on</strong>g>study</str<strong>on</strong>g> from (Friedman and Friedman, 1979),<br />
defined that <strong>celebrity</strong> endorser is an individual who is<br />
known to <strong>the</strong> public (actor, sports figure, entertainer, etc)<br />
for his or her achievements in areas o<strong>the</strong>r than that <strong>of</strong> <strong>the</strong><br />
product class endorsed. The <str<strong>on</strong>g>study</str<strong>on</strong>g> <strong>of</strong> Percepti<strong>on</strong> <strong>of</strong><br />
Advertising and Celebrity Endorsement (Zabid and<br />
Jainthy, 2002) shows that <strong>using</strong> a well-known <strong>celebrity</strong> as<br />
an endorser could help to improve <strong>the</strong> subjects rating <strong>of</strong><br />
<strong>the</strong> commercial. The use <strong>of</strong> celebrities as means <strong>of</strong><br />
communicati<strong>on</strong> has been comm<strong>on</strong>ly utilized in advertising<br />
and branding. This is d<strong>on</strong>e because it is assumed that<br />
celebrities have a powerful effect <strong>on</strong> <strong>the</strong> affluence <strong>of</strong> <strong>the</strong><br />
brands <strong>the</strong>y endorse. Advertisers believe that <strong>using</strong><br />
<strong>celebrity</strong> endorser will foster, in <strong>the</strong> mind <strong>of</strong> <strong>the</strong> c<strong>on</strong>sumer<br />
that affect positively <strong>on</strong> <strong>the</strong> buying decisi<strong>on</strong> <strong>of</strong><br />
c<strong>on</strong>sumers. Marketers use <strong>celebrity</strong> endorsement in<br />
order to help better storage <strong>of</strong> informati<strong>on</strong> in c<strong>on</strong>sumers'<br />
minds which <strong>the</strong>y can easily remember in purchasing<br />
situati<strong>on</strong>s.<br />
RESEARCH OBJECTIVES<br />
The research objective <strong>of</strong> this <str<strong>on</strong>g>study</str<strong>on</strong>g> is to <str<strong>on</strong>g>study</str<strong>on</strong>g> <strong>the</strong> impact<br />
<strong>of</strong> <strong>celebrity</strong> endorsement <strong>on</strong> c<strong>on</strong>sumer buying behaviour<br />
in retail industry. The <str<strong>on</strong>g>study</str<strong>on</strong>g> examining <strong>the</strong> factor <strong>influence</strong><br />
<strong>of</strong> c<strong>on</strong>sumer’s gender, age and family income <strong>on</strong> <strong>the</strong>ir<br />
buying behaviour <strong>on</strong> <strong>celebrity</strong> endorsed advertisement. It<br />
attempts to understand <strong>the</strong> effectiveness <strong>of</strong> <strong>celebrity</strong><br />
endorsement vs. n<strong>on</strong> <strong>celebrity</strong> endorsement. Finally it<br />
tries to analysis <strong>the</strong> Effects <strong>of</strong> multiple <strong>celebrity</strong><br />
endorsements and c<strong>on</strong>sumer <strong>celebrity</strong> attachment <strong>on</strong><br />
attitude and purchase intenti<strong>on</strong>.<br />
REVIEW OF RELATED PREVIOUS STUDIES<br />
Celebrity endorsement helps in making a product visible<br />
or any new brand a visible brand by affecting c<strong>on</strong>sumer’s<br />
pre purchase attitude <strong>using</strong> <strong>of</strong> celebrities like sports,<br />
athletes or actors can raise <strong>the</strong> pr<strong>of</strong>ile <strong>of</strong> a company. It<br />
can help with c<strong>on</strong>sumer’s awareness with a brand,<br />
endorse <strong>the</strong> effects <strong>of</strong> particular product or ingredient or<br />
drive sales <strong>of</strong> a l<strong>on</strong>g-standing product that needs a boost.<br />
Dean (1999). The credibility, attractiveness and match<br />
up are <strong>the</strong> main criteria’s for selecting <strong>the</strong> celebrities<br />
(Mohammad and Al Zoubi, 2011). C<strong>on</strong>sumers expect<br />
c<strong>on</strong>gruence between <strong>the</strong> perceived image and <strong>the</strong> type <strong>of</strong><br />
<strong>the</strong> product which <strong>the</strong>y endorse. Celebrities must<br />
possess expertise in product categories c<strong>on</strong>sistent with<br />
<strong>the</strong>ir public pr<strong>of</strong>ile and <strong>the</strong>ir perceived life styles. Their<br />
image portrayed in pers<strong>on</strong>al and <strong>the</strong> public affects <strong>the</strong><br />
way c<strong>on</strong>sumers perceive celebrities. C<strong>on</strong>sumers have a<br />
tendency to form an attachment to any object that<br />
reinforces <strong>on</strong>e’s self identity or desired image, renders<br />
feelings <strong>of</strong> c<strong>on</strong>nectedness to a group or to any object that<br />
elicit nostalgia, and perhaps <strong>the</strong> most vivid example <strong>of</strong><br />
this form <strong>of</strong> attachment maybe found in <strong>the</strong> c<strong>on</strong>sumers<br />
preoccupati<strong>on</strong> with <strong>the</strong> celebrities. O'Mah<strong>on</strong>y and Irish<br />
(1997). The <strong>celebrity</strong> endorsement can have an impact<br />
<strong>on</strong> <strong>the</strong> c<strong>on</strong>sumers recall evaluati<strong>on</strong>s, attenti<strong>on</strong> and<br />
purchase intenti<strong>on</strong>s. At <strong>the</strong> same time it needs to be<br />
taken into c<strong>on</strong>siderati<strong>on</strong> that although c<strong>on</strong>sumers might<br />
have a favourable dispositi<strong>on</strong> towards celebrities, this<br />
does not necessarily always translates into purchase<br />
intenti<strong>on</strong>s (O’Mah<strong>on</strong>y and Meenaghan, 1998).The str<strong>on</strong>g<br />
attachment <strong>of</strong> c<strong>on</strong>sumers and <strong>the</strong> view that <strong>celebrity</strong><br />
endorses multiple brand it negatively impacts <strong>the</strong><br />
purchase intenti<strong>on</strong>. When <strong>the</strong>y have weak attachment<br />
<strong>the</strong>n <strong>the</strong> purchase intenti<strong>on</strong> increased. If <strong>the</strong> practi<strong>on</strong>er is<br />
<strong>on</strong>ly interested in c<strong>on</strong>sumer attitude towards <strong>the</strong>ir ad and<br />
brand <strong>the</strong>n multiple celebrities has no impact. But when<br />
comes to purchase intenti<strong>on</strong> <strong>the</strong>y must be careful in<br />
utilizing celebrities and <strong>the</strong>ir attachment (Jasmina, and<br />
Webster, 2011; Clark and Hotsman 2003), suggests that<br />
in certain situati<strong>on</strong>s, <strong>celebrity</strong> endorsements can enhance<br />
recall and c<strong>on</strong>sume assessment <strong>of</strong> <strong>the</strong> products.<br />
The research paper has underg<strong>on</strong>e a detailed <str<strong>on</strong>g>study</str<strong>on</strong>g> <strong>on</strong><br />
factors that <strong>influence</strong>s effective advertisement.<br />
Advertising lets in emoti<strong>on</strong>al appeals that imply a huge<br />
impact <strong>on</strong> decisi<strong>on</strong> making process. Celebrity<br />
endorsement has its own effective apporti<strong>on</strong> in<br />
advertising that increases <strong>the</strong> customer c<strong>on</strong>sciousness<br />
towards <strong>the</strong> product. The crux <strong>of</strong> <strong>celebrity</strong> advertising lies<br />
in <strong>the</strong> effectiveness with which <strong>the</strong>y are endorsing <strong>the</strong><br />
product. Many resp<strong>on</strong>dents feel that just <strong>the</strong> presence <strong>of</strong><br />
a <strong>celebrity</strong> in an advertisement al<strong>on</strong>e will not impact <strong>the</strong><br />
sale <strong>of</strong> a product by a big way whereas few have res-