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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94 J. Res. Int. Bus. Manag.<br />
Table 3. Influence <strong>of</strong> <strong>using</strong> <strong>celebrity</strong> endorsement <strong>on</strong> c<strong>on</strong>sumers buying behaviour <strong>on</strong> family income-<strong>on</strong>e sample<br />
statistics<br />
Influencing factors N Mean Standardized<br />
beta<br />
co-efficient<br />
Celebrity Advertisement<br />
increases <strong>the</strong> possibility <strong>of</strong><br />
purchasing <strong>the</strong> product<br />
Presence <strong>of</strong> <strong>celebrity</strong> <strong>influence</strong>s<br />
<strong>the</strong> purchase decisi<strong>on</strong><br />
Advertisement creates enough<br />
interest to hold your attenti<strong>on</strong><br />
Influence <strong>of</strong> multiple celebrities<br />
endorsement<br />
Preference <strong>of</strong> <strong>using</strong> products by<br />
seeing celebrities as dynamic,<br />
social and active<br />
Celebrity helps <strong>the</strong> familiar<br />
products to get and retain <strong>the</strong><br />
brand image<br />
Influence <strong>of</strong> <strong>celebrity</strong> vs. n<strong>on</strong><br />
<strong>celebrity</strong> models<br />
Celebrities increases <strong>the</strong><br />
awareness <strong>of</strong> <strong>the</strong> desired product<br />
Celebrities makes <strong>the</strong> desired<br />
product more memorable<br />
Source: from <strong>the</strong> survey<br />
200<br />
200<br />
200<br />
200<br />
200<br />
200<br />
200<br />
200<br />
200<br />
3.62<br />
3.50<br />
3.18<br />
2.99<br />
2.80<br />
3.60<br />
3.49<br />
3.81<br />
3.65<br />
product and it makes <strong>the</strong> brand product more memorable.<br />
The demographic factors like age, gender and family<br />
income has not much impact <strong>on</strong> <strong>the</strong> c<strong>on</strong>sumer buying<br />
behaviour for <strong>the</strong> <strong>celebrity</strong> endorsed advertisements. it is<br />
found that <strong>the</strong> <strong>celebrity</strong> endorsement is an effective tool<br />
to affect positively <strong>the</strong> c<strong>on</strong>sumer’s purchase decisi<strong>on</strong><br />
towards a product, and <strong>the</strong> well known celebrities have<br />
more attractive than <strong>the</strong> n<strong>on</strong> <strong>celebrity</strong> models like experts<br />
and lay endorsers.<br />
This <str<strong>on</strong>g>study</str<strong>on</strong>g> has found that <strong>celebrity</strong> endorsement<br />
enhances product informati<strong>on</strong> and creates awareness<br />
am<strong>on</strong>g c<strong>on</strong>sumers. It helps <strong>the</strong>m to recall <strong>the</strong> brands<br />
which <strong>the</strong>y endorse. The purchase attitude is <strong>influence</strong>d<br />
by <strong>the</strong> <strong>celebrity</strong> endorsement factors, product evaluati<strong>on</strong><br />
and brand recogniti<strong>on</strong>. It retains <strong>the</strong> brand image <strong>on</strong> <strong>the</strong><br />
c<strong>on</strong>sumers. Only a less number <strong>of</strong> c<strong>on</strong>sumers prefer<br />
<strong>using</strong> products by seeing celebrities as a social, dynamic<br />
and actives. It increases <strong>the</strong> c<strong>on</strong>sumer’s interest and<br />
holds <strong>the</strong>ir attenti<strong>on</strong> towards <strong>the</strong> advertisement. The<br />
c<strong>on</strong>sumers buying behaviour was also <strong>influence</strong>d by <strong>the</strong><br />
multiple celebrities endorsed a single brand and same<br />
time <strong>the</strong> purchase intenti<strong>on</strong>s <strong>of</strong> <strong>the</strong> c<strong>on</strong>sumers were<br />
increased when multiple celebrities endorsed a single<br />
brand or a product. Finally <strong>the</strong> <strong>celebrity</strong> endorsers have<br />
4.028<br />
3.668<br />
3.169<br />
3.065<br />
2.827<br />
3.654<br />
3.633<br />
3.964<br />
4.135<br />
Std. error<br />
mean<br />
1.013<br />
1.115<br />
1.250<br />
1.150<br />
1.231<br />
1.181<br />
1.168<br />
1.161<br />
.989<br />
T-Value Significance<br />
19.848<br />
20.227<br />
14.380<br />
16.204<br />
13.834<br />
16.998<br />
17.062<br />
18.202<br />
22.978<br />
.000<br />
.000<br />
.000<br />
.000<br />
.000<br />
.000<br />
.000<br />
.000<br />
.000<br />
<strong>the</strong> direct positive effect towards <strong>the</strong> advertisement and<br />
<strong>the</strong> brand.<br />
Brands may carefully check <strong>the</strong> possibilities <strong>of</strong> <strong>the</strong><br />
success <strong>of</strong> celebrities towards endorsing <strong>the</strong> product. It<br />
will be <strong>the</strong> best strategy to match <strong>the</strong> type <strong>of</strong> product with<br />
<strong>the</strong> field <strong>of</strong> <strong>the</strong> probable <strong>celebrity</strong>. The Multiple celebrities<br />
used in <strong>the</strong> advertisement sometimes c<strong>on</strong>fuse <strong>the</strong><br />
c<strong>on</strong>sumers and gives negative impact. So <strong>the</strong><br />
organizati<strong>on</strong> must be careful in selecting when to use<br />
multiple celebrities. The main criteria’s for <strong>the</strong> selecti<strong>on</strong> <strong>of</strong><br />
Celebrity Endorsement are: Credibility, Attractiveness<br />
and match up, which are most important for <strong>the</strong><br />
successful advertisement. Celebrity endorsements would<br />
be more effective if <strong>the</strong>y are c<strong>on</strong>sistently used over time<br />
to create <strong>the</strong> link between <strong>the</strong> brand and <strong>the</strong> <strong>celebrity</strong>.<br />
They would be more effective when <strong>using</strong> a <strong>celebrity</strong> who<br />
is not str<strong>on</strong>gly associated with ano<strong>the</strong>r product or service.<br />
CONCLUSION<br />
The research results revealed that c<strong>on</strong>sumers hold<br />
favourable attitude towards <strong>celebrity</strong> endorsements. The<br />
favourable percepti<strong>on</strong> <strong>of</strong> <strong>the</strong> <strong>celebrity</strong> endorsement does