scholarly journals Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study

2014 ◽  
Vol 1 (4) ◽  
pp. 1-8 ◽  
Author(s):  
Raja Ahmed Jamil ◽  
Syed Rameez ul Hassan
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Celebrity Endorsement ◽  
Key Factors ◽  
Marketing Environment ◽  
Strong Product ◽  
Intent To Purchase ◽  
Intention To Purchase ◽  
Consumer Purchase Intention ◽  
Product Perception

Advertisement by Involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong product perception. Celebrity endorsement is the main focus of the study where Pakistani and Indian celebrities with their attributes are used for their endorsement effect on purchase intention. A sample of 300 was taken to assess the contrast between Indian and Pakistani celebrity endorsement effects on purchase intention in Pakistan. Similar and competitive brands are chosen which are endorsed by Pakistani and Indian Celebrities separately. Results of the study showed that endorsement through local and Indian celebrities has similar and not much significant influence on purchase intention in Pakistan, with no major difference by country origin of celebrity. In the study consumer celebrity relationship is assessed and confirms that attributes of celebrity (Local or Indian) are not much important for intent to purchase for existing products but quality, brand image and brand loyalty are the key factors for intention to purchase. Implication for research and practice are discussed.

scholarly journals Do you (still) hire celebrities to increase purchase intention?

2021 ◽  
Vol 3 (3) ◽  
pp. 38-45
Author(s):  
Sri Setyo Iriani
Keyword(s):  
Brand Loyalty ◽  
Urban Areas ◽  
Purchase Intention ◽  
Perceived Quality ◽  
Celebrity Endorsement ◽  
Purchasing Decisions ◽  
Intention To Purchase ◽  
Consumer Intentions ◽  
Coffee Shops

The development of the coffee industry in Indonesia is growing significantly, as it is driven by the number of coffee shops that are developing both in villages to urban areas as a balancer for people's lifestyles who like to drink coffee while enjoying activities outside the home. This phenomenon makes the level of competition for coffee brands in packaging very hypercompetitive. Consumer intentions in deciding to buy packaged coffee are strongly influenced by the perception of the quality of the coffee, so it is not surprising that currently there are many different flavors and brands. To market coffee products, many producers use celebrity endorsement services. However, as time goes by and the marketing strategy through endorsement has become massive, it is necessary to study whether this strategy is still effective in increasing the number of sales. It turns out that currently, endorsements do not really affect consumer purchasing decisions. From the results of the study, it can be concluded that: (1) perceived quality influences the intention to purchase packaged coffee, and perceived quality also influences brand loyalty in packaged coffee; (2) celebrity endorsement does not influence the intention to purchase packaged coffee, but celebrity endorsement influences the brand loyalty; and (3) brand loyalty influences the intention to purchase packaged coffee. So that in general brand loyalty is able to mediate the influence of perceived quality and celebrity endorsement on the intention to purchase packaged coffee.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

Determining Consumer Purchase Intention Toward Counterfeit Luxury Goods Based on the Perceived Risk Theory

2022 ◽  
pp. 316-339
Author(s):  
Cláudio Félix Canguende-Valentim
Keyword(s):  
Risk Perception ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Structural Equation ◽  
Financial Risk ◽  
Social Risk ◽  
Luxury Goods ◽  
Intention To Purchase ◽  
Consumer Purchase Intention ◽  
Perception Theory

This study aims to understand the impact of financial, psychological, and social risk dimensions on attitude and intention to purchase counterfeit luxury goods. Data were collected through a questionnaire conducted with 116 Angolan consumers and were treated with structural equation modeling. The results revealed that only financial risk and social risk were influential in attitude toward counterfeit luxury goods. Attitude had a significant influence on the intention to purchase counterfeit luxury goods. The research contributes to the literature because there has been no previous study in an African country that seeks to understand the purchase intention of counterfeit luxury goods according to risk perception theory. On the other hand, this study is one of the few to report that social risk perception positively impacts attitudes towards counterfeit luxury goods.

The Influence Factors Towards Mobile Advertising Message Content on Consumer Purchase Intention

2018 ◽  
Vol 19 (5) ◽  
pp. 1187-1206
Author(s):  
Nor Hazlina Hashim ◽  
Normalini ◽  
Norhazlina Sajali
Keyword(s):  
Purchase Intention ◽  
Influence Factors ◽  
Consumer Attitude ◽  
Message Content ◽  
Mobile Advertising ◽  
Empirical Examination ◽  
Organizational Behaviour ◽  
Advertising Message ◽  
Intention To Purchase ◽  
Consumer Purchase Intention

The purpose of this research is to study consumer attitude towards mobile advertising in Malaysia, and whether this attitude results in the intention to purchase the products or services advertised. This article reports on the results, based on factors such as entertainment, informativeness, irritation and credibility, which the research framework derives from Ducoffe (1996, Advertising value and advertising on the Web, Journal of Advertising Research, 36(5), 21–35) and Mackenzie (1989, An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context, Journal of Marketing, 53(4), 48–65). Attitudes towards behaviours, and subjective norms, based on the research by Ajzen (1991, The theory of planned behaviour, Organizational Behaviour & Human Decision Processes, 50(2), 179–211), are included in understanding consumer intention. A survey is conducted on 150 respondents, and the partial least squares analysis is used to determine the antecedents of mobile advertising that lead to consumer acceptance of mobile advertising, and the resulting intention to purchase. Results show that the advertising message content has the largest impact on attitude in advertising that is done via mobile phone. Attitudes towards mobile advertising are linked to the intention to purchase the product or services advertised. The main implication of the study shows that marketing managers should focus their marketing communication on mobile advertising, and increasing the attractiveness of this form of advertising, so as to reflect consumers’ intention to purchase. This study opens a new channel of communication for multiple unexamined matters concerning the mobile advertising industry. Based on the results, a number of recommendations are proposed and suggestions for future studies are made.

scholarly journals Increased Knowledge about Floral Preservatives Influences Consumers’ Perception of the Quality and Value of a Floral Arrangement Purchase

2013 ◽  
Vol 23 (2) ◽  
pp. 142-148
Author(s):  
Morgan M. Jenkins ◽  
Kimberly A. Williams ◽  
Laura A. Brannon
Keyword(s):  
Generation Y ◽  
Purchase Intention ◽  
Intent To Purchase ◽  
Intention To Purchase ◽  
Level 3 ◽  
Perception Of Quality ◽  
Level 1 ◽  
Four Levels ◽  
Level 2

This research examines whether knowledge about floral preservatives increases consumers’ perception of quality, purchase intention, and price of a floral arrangement. A survey was administered to 222 participants at two locations in Manhattan, KS. Seventy-three percent of respondents fell within Generation Y (18 to 30 years old). The survey instrument presented four levels of presentation of a floral arrangement that were associated with increasing knowledge about the use of floral preservatives on consumers’ perceptions about the quality and price of that arrangement, as follows: Level 1 showed a photo of a floral arrangement without preservatives; Level 2 showed the same photo of a floral arrangement with a small, unlabeled packet of preservatives; Level 3 showed the same photo of a floral arrangement with a large, clearly labeled packet of preservatives; and Level 4 showed the same photos as Level 3 but was presented after a 191-word message describing the three functions of floral preservatives. Participants of the survey rated the quality of a floral arrangement higher from Level 2 (presence of floral preservatives not explicit) to Level 3 (presence of floral preservatives explicit) and from Level 3 to Level 4 (after reading a message about floral preservatives’ function and effectiveness). Their intent to purchase the floral arrangement generally increased with each level of presentation. Females indicated intention to purchase flowers more frequently than males. Participants increased the price that they were willing to pay for the floral arrangement at each level of presentation, starting at $25.46 at Level 1 (no floral preservatives use indicated) to $29.19 at Level 4. Participants were more knowledgeable about the benefits of floral preservatives and believed that floral preservatives increased the value of floral arrangements after reading a message describing their function and effectiveness more so than before reading a message. The younger the respondent, the more willing they were to pay more for floral arrangements with floral preservatives. As consumers become more aware of the use of floral preservatives and more knowledgeable about how and why they are effective, they attribute higher quality to floral arrangements with preservatives, they are willing to pay more for arrangements with preservatives, and their purchase intention frequency increases. Florists should always use preservatives in their processing and construction of fresh floral arrangements, consider providing a message about the function and effectiveness of floral preservatives to their customers, and then market their use of these materials.

scholarly journals The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students

2020 ◽  
Vol 4 (3) ◽  
pp. 104-112
Author(s):  
B. A. Brimah ◽  
W. D. Olanipekun ◽  
G. A. Olorunlambe ◽  
S. Salawu
Keyword(s):  
Undergraduate Students ◽  
Consumer Goods ◽  
Purchase Intention ◽  
Retention Rates ◽  
Primary Data ◽  
Celebrity Endorsement ◽  
Dynamic Markets ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
University Undergraduate Students

The ultimate goal of any business organization is to be prosperous in today’s increasingly competitive and dynamic markets where the cost of acquiring new customers has been found to be exponentially greater than that of maintaining existing ones, firms must continually explore ways of achieving higher customer retention rates. The building of a reputable brand image in the mind of the consumers is especially enhanced through the use of endorsers or spokespersons in the firm’s marketing communications; and celebrities are among the persons commonly used as endorsers or spokespersons in this regard. The main objective of this study was to examine the impact of celebrity endorsement on consumer purchase intention of consumer goods. Primary data through a structured questionnaire was used to elicit information from University undergraduate students. Hypothesis were tested using Pearson Product Moment Correlation Co-efficient (PPMCC) and Multiple Regression Analysis. Based on the findings of the study, it can be concluded that there are factors that significantly influences consumer purchase intention of celebrity endorsed products. Also, there is significant relationship between celebrity endorsement and consumer purchase intention. Similarly, celebrity endorsements significantly impact consumer purchase intention. It was therefore recommended that the strategy and creative execution of all celebrity endorsement deals should be one that will reinforce strongly and consistently the celebrity brand association to ensure that celebrities do not only evoke positive retains, but helps focus attention on the brand in the advertising. Keywords: celebrity endorsement, strategy, brand equity, consumer goods, purchase intention.

scholarly journals Instagram Ads and Celebrity Endorsement Analysis on Purchase Intention of Eco-Friendly Fashion

2021 ◽  
Vol 1 (1) ◽  
pp. 101-116
Author(s):  
Muhammad Ridwan Zaelani ◽  
Evy Rachmawati Chaldun
Keyword(s):  
Purchase Intention ◽  
Quantitative Methods ◽  
Public Awareness ◽  
Sampling Technique ◽  
Positive Influence ◽  
Linear Regression Method ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Fashion Products ◽  
Consumer Purchase Intention

Along with the increasing public awareness of the environment in Indonesia, eco-friendly fashion trends have begun to penetrate local products in recent years. Industries that produce eco-friendly fashion currently use Instagram as a promotional medium to increase their product exposure.  In addition to using Instagram Ads in promoting products to consumers, companies currently widely use Celebrity Endorsements as another method to promote their products. This study aims to reveal the effect of Instagram Ads and Celebrity Endorsements on Consumer Purchase Intention in Eco-Friendly Fashion Products. This research uses quantitative methods. Data is obtained through questioner from 150 respondents with purposive sampling technique. To analyze the data, we use the Multiple Linear Regression method with the classical assumption test. The results showed a positive influence between Instagram Ads and Celebrity Endorsement on consumer purchase intention of Eco-friendly fashion products.

scholarly journals Brand Equity dan Labelisasi Halal dalam Pengaruhnya Terhadap Minat Beli Produk Lifebuoy

2020 ◽  
Vol 6 (3) ◽  
pp. 450
Author(s):  
Mega Rachma Kurniaputri
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Critical Issue ◽  
Brand Awareness ◽  
Brand Associations ◽  
Muslim Students ◽  
Intention To Purchase ◽  
Regression Techniques ◽  
Muslim Student

Brand equity is one of the most critical issue of marketing. It has four indicator such as brand awareness, brand loyalty, brand associations and perceived value which affect purchase intention. However in Indonesia, brand equity is not the only factors that affect customer intention to purchase. One of the most important factor is halal label because the majority of population is Muslim who wanted halal guarantee of the product before buying and consuming. Therefore, the purpose of this paper is to determine of how brand equity and halal label affect purchase intention of Lifebuoy products. The survey conducted on Muslim students of Universitas Pendidikan Indonesia which distributed online. By using multiple linear regression techniques to analyze the data, the result indicates that brand equity has positive significant effect to purchase intention. Meanwhile halal label has negative significant effect to purchase intention of Muslim student Universitas Pendidikan Indonesia.

Contemporary research in brand management

2018 ◽  
Author(s):  
Hasnizam Shaari ◽  
Salniza Md. Salleh
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Business Performance ◽  
Brand Management ◽  
Marketing Strategies ◽  
Brand Performance ◽  
Factors Influencing ◽  
Service Brand ◽  
Consumer Purchase Intention ◽  
Research Findings

This book is about research in brand management and contemporary issues in marketing. It is designed to bring today�s professionals, managers, academicians and students the current research findings relating to issues in branding and marketing across the globe. Generally, branding has been accepted as an important strategy in managing business and marketing activities.This is because effective branding and marketing strategies can help improve business performance and bring up companies to a better position.Hence, this book is a good reference to those who wanted to understand factors influencing product and service brand performance, issues on brand loyalty, consumer purchase intention and Islamic retailing.

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