IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION: MEDIATING ROLE OF E-WORD OF MOUTH AND CONSUMER ATTITUDE TOWARDS BRAND

Abstract

Prior researches indicate celebrity endorsement is the most famous promoting style for brands to reach their targeted audiences and to maximize their profit. Marketers are revamping this tactic to lead the brand advertisement more effective. I have observed that celebrity characteristics drive positively consumer attitudes towards the product or services which luxurious brands are offering now days. In this era of digital world, how advertises can have pay backs and sky rockets sales. I intent to conduct this research is to broaden the scope of celebrity characteristics and to explore the influential factors for the purchasing power of the consumer. An automated literature is constructed through the concepts of different authors. The literature of this study developed certain hypothesis to test the relationship of variables. A positive or negative impact of celebrity characteristics on the buying intention of consumer is analyzed, quantitative research technique was followed and data is collected from 319 respondents. This questionnaire was circulated among male and females who are active on social media networks. Certain tests were performed to analyze the positive / negative impact statically. Outcomes suggested that the entire hypothesis were in support of the theory. Furthermore, electronic word of mouth as a mediator produces significant impact on the relationship of celebrity characteristics and purchasing intention of customer. Similarly, second part of outcomes indicated that consumer attitude also strengthens the relationship with celebrity expertise but weakens with the celebrity endorsement. Lastly, this study further gains the real insight of how intentions of consumer got influenced and what else marketing strategies could increase the brand awareness and has provided a better understanding of marketing tactics, how to provoke the purchasing behavior of consumer.

Keywords: Celebrity Expertise, consumer buying behavior, consumer purchase intention, brand awareness, customer attitude, E-Word of Mouth