Topic: Impact of Celebrity Endorsement on Consumer Purchase

Intention

Research problem:
Srivastava and Tiwari (2014) stated that in present, companies are facing a very tough and strong business
atmosphere because the wants of clients are changing rapidly. In today’s period of solid business
competition, firms can achieve their goals and objectives by properly understand their customer buying
behavior by implementing the strategy i.e., celebrity endorsement. The Nigerian telecom sector incurred
massive costs of approaching celebrity as a brand endorser is simply referred to as the celebrity physical
or external appearance as well as personality (Ohanian, 2015) and as a result, the company suffered low
support because customer failed to receive the advantages as showed in the advertisement. (Maylafiya,
2014 Furthermore, stated that a lack of famous celebrity trust exists because some customer perceives that
some of these famous celebrities were just approached and paid by the company to appear or feature in
their advertisement not only because they believe in the product quality or reliability or have a trust on the
brand (Babu &Latha, 2014). Due to this circumstance, the brand and the celebrity were not aligned as
well. Goldsmith et al. (2000) states that Consumers consider celebrities to be trustworthy and reliable
sources for information. This is the reason that companies hope that hiring famous celebrities may result
in good sales of their product and may attract consumers towards their brand. If the celebrity endorsement
strategy goes wrong and if the consumer will not get that benefit from the product as the celebrity
delivered through the advertisement, so this can create a negative impact on the sales of the firm and also
have a great impact on the celebrity image because this led in the lack of trust among customers.9

Literature review:
Relevant theoretical concepts (1) Consumer Purchase Intention (2) Celebrity Trustworthiness (3)
Celebrity Attractiveness.
“Consumer purchase intent consist of consumer actions which involves the purchase of products and
services that caused after the individual psychological behavior towards any brand (Stall worth, 2008). It
is all about the consumers attitude, likings, intents and decisions when they are buying a product to justify
their needs and wants”
Consumer intention to purchase is basically the method by which individuals look for the goods or
services they require or desire, choose the necessary and most appropriate one from a variety of options,
consume it, and then dispose it. Purchase intentions are the intention to acquire anything in the upcoming
days for usage but before a comprehensible process that functions in the background of several elements
including consumers' perceptions of the brand or the initiator personally (Kotler & Keller, 2006). There
are multiple studies that support the idea that using celebrities in advertisements increases the
advertisement' likeability, remember, communication evoke, credibility, and intent to buy (Menon et al.,
2001; Lafferty & Goldsmith 1999). The reasons behind a customer's decision to buy a specific product
and the motivation of clients that they have to buy back the goods of these brands are two important
aspects that are significantly influenced by celebrity endorsement. Consumers are therefore drawn to
product brands that are strongly associated with their behaviors, which fosters customer loyalty (Osifo &
Agbonifoh, 2018). Consumer purchasing decisions are actions toward a variety of other activities that are
owned; they are a process that begins with the identification of problems that can be remedied by the
purchase of a product (Brata et al., 2017). Before choosing a product to buy, consumers must consider a
variety of already-available options. The decision to choose one alternative over others while making a
purchase. Consumers base their purchasing decisions on a variety of factors, including unique impulses.
The higher the consumer's impulse and motivation, the more likely they are to acquire a particular product
(Hsin Chang & Wang, 2011). Following a certain level of brand awareness, clients start the purchasing
process by gathering information. when consumers consider a product that has been suggested, their
connections with it may help them decide whether or not to make a purchase. Additionally, purchasing
intention can now a days be simply seen as a willingness that is used to support and also spend money on
a particular brand or any product. To put it simply, purchase intention is "the mental and emotional
processes and observable behaviour of customers during the process of seeking for, selecting, and
consuming a good or service" (Satish. K. Batra, 2008). Consumer behavior refers to the action’s
consumers carry out or take after purchasing and consuming a product, and consumers (each individual,
the household, or organization) engage in a decision-making process to decide whether they need the
good or service in question (Armstrong et al., 2014). A purchasing decision is one that the customer
makes from among a number of different options (Schiffman & Kanuk, 2007). According to Ebert et al.
(2016), a study of consumer behavior focuses on how consumers make decisions about the things they
purchase and consume. The customer's intent to buy is influenced by numerous outside influences. For
instance, word-of-mouth has a significant role in the product information process, while pricing, product
features, and endorser performance play a role in the buying process.
“Trustworthiness refers to the degree of trust that the communicator conveys to his audience Amos et al.,
(2008). Trustworthiness is all about the degree of confidence, believe and faith on any famous person the
consumer has that he or she always delivered the valid assertion. Trustworthiness always affects the
consumer purchase intention”
Celebrity Trustworthiness, Honesty, integrity, and reliability are the three components of celebrity
trustworthiness. In other terms, this relates to the veracity of what the endorser claims in the commercial
or the objectivity of the endorser's judgement of the product. When customers lack the time or desire to
undertake several rational assessments of the information included in advertising messages, they would
rather hear the advice of a reliable expert before making a decision (Zhang et al., 2018). The characteristic
in which endorsers are seen as being truthful, reliable, and sincere is mentioned to as their
trustworthiness. Endorsers are capable of convincing customers to believe in the products they are
promoting. Consumers can judge whether the endorser is qualified to promote or offer a product
evaluation in this situation without having to be aware of who they are. The term "trust" describes how
much the audience believes the communicator and how accepting they are of him or her (Lord & Putrevu,
2009). Trustworthiness consults to the impartial, respectability and suitability of an endorser (Erdogan
2001). In this case, trustworthiness consult is degree of trust and belief on the conversationalist who
conveys the message to his audience Amos et al., (2008). On the contrary it also implies that customers
should have faith in sources to deliver accurate information. (Ohanian,1990). According to Goldsmith,
Lafferty, and Newell's (2000) research, suggest that the most significant aspects in shaping a consumer’s
desire to purchase something is the marketing endorser’s because endorser play an important and
significant role in advertisements and attitude of the brand its impact on consumer buying decision.
Depending on how How serious a celebrity is when endorsing the goods and services of a business. The
findings indicate that trustworthiness has a significant influence on consumer purchasing. Celebrity
reliability and inaccessible resources that are prized in identifying, evaluating, and taking advantage of
fresh opportunities in a way that should not be easily copied (Barney, 1991). Erdogan et al. (2016) claim
that a celebrity's integrity is made up of their traits of credibility, honesty, and integrity; the target
consumer sees or interprets this as the message being conveyed. As per Carvalho (2012), credibility is the
ability of a celebrity to effectively express their opinion on a given product. Additionally, it might be
associated with consumer sources and the allure of the materials. In the situation of celeb endorsement,
trustworthiness can be characterized as honesty, integrity, and celebrity confidence. This may encourage
consumers to believe and accept the celebrity endorser's message as well as the endorsement itself. In
order to eventually affect purchasing decisions, beliefs, attitudes, and behaviors (Ohanian, 1990).
“Attractiveness is a greater reference. The visible attractiveness of famous personality accepts high social
support and acceptance. According to Ohanian (1991) In both print and electronic media, it serves as a
tool for grabbing readers' attention. Physical attractiveness also influences customer behavior favorably
toward the product as well as service while contrasting the product with an unattractive person (Ohanian,
1991)”
Celebrity Attractiveness, according to Gupta et al. (2019), is an informational requirement including a
subtly strong influence. Physical attractiveness is the first impression one has of others based on their
appearance, including their height, physical beauty, elegance, attitude, and morals. The employment of an
endorsement enables consumers to view a celebrity's physical appeal and highlight their other attributes,
such as their superior athletic prowess, healthy lifestyle, and upright character (Maulani & Pratama,
2019).
According to Tielung and Lombo (2014), celebrity appeal is one of the key determinants in young
people's purchasing decisions, hence it is crucial for marketers to take celebrity endorsements into
account if they hope to succeed in the youth market. Suppose the consumer believes that the celebrity is
very attractive, very credible, and that their appearance complements the product, all of which are
favorable aspects in the consumer's choice to buy (Zafar & Rafique, 2017). The majority of people's
interest and focus can be heightened by attractiveness. This encompasses all of the endorser's physical
characteristics, such as their facial features, hair color, and overall appearance, and is not just restricted to
their body type. In addition, an endorser's personality, the things he enjoys and has in common with
customers, as well as the lifestyle that consumers perceive, will all have an impact on how they see
attractiveness. Celebrity can communicate effectively and get more attention by their physical attraction
and individual remembered them for long time that’s why companies use them because they work as a
spokesperson. (Kotler & Keller, 2006). Physical glamour of celebrity plays a crucial impact in the
customer's purchase decision. A customer makes selective judgment about a specific product by get
inspired from the attractiveness of any famous celebrity. Till and Busler (2000). Mansour & Diab (2016)
highlighted that audiences are more influenced by the celebrity looks, presence, temperament or their way
of living. These factors are additional superficial in celebrities and have more importance in customer eye
that’s why these personalities have a courage and capability to persuading customer buying decision. Till
and Busler (2000) claims that goodlooking models used as an advertising tool have results more attention
by the audience. The physically attractiveness of a model plays a major role in purchasing decision
towards the brand. The reason is that these celebrities are liked by audience and customer eyes accept
them because they have a good perception in consumer’s mind and they also familiar to the target market.
In the context of product marketing, attractiveness captures the mass audience's attention and can increase
purchase intent by using both sides of the messages, positive and negative statements about the product
(Erdogan, 1999). This assertion that glamour vastly trumps physical glamour is supported by McGuire
(2013) and Singer (2007). It also contains some attractive features like sportsmanship, charisma,
reliability, etc. These are some characteristics that consumers might notice in a celebrity and can
influence buying decision.

Two Appropriate research method:

The research conducted is qualitative and quantitative and causal in nature. Qualitative research is to
collecting and analyzing non numerical data just like Audio, Video etc. on the contrary Creswell (1994)
has described a simple and understandable quantitative research definition which is basically a type of
research which is based on the phenomenon of collecting numerical data that are analyzed by using
different statistical and mathematical methods.

Qualitative analyses:
In order to collect in depth and detailed data for the proposed research questions, interview will
also be used in this Research. This method will help to find out the gaps in data that may be not
be fill through surveys and will help the researcher to examine the data through all possible
dimensions.
Quantitative analyses:
We use Survey Questionnaire the reason for choosing this method of research is to encourage participants
to provide honest responses with the fear of any Requital or consequences as the name of participants is
kept anonymous in surveys. This method is also appropriate when responses are ought to collect from
general public, because more often than not people have difficulty to articulate their thoughts so this
method provides the respondents with the ease to choose between given option. Although it is apparent
that the responses collected from surveys lack the detailed information which may be necessary to obtain
correct data.

Instrument
After reviewing previous literature, a question research method using because it is affected to tool to
leading research.
The aim of research is to understand that whether there is an influence of the features of Celebrity

endorsement as mentioned above i.e., celebrity trustworthiness and celebrity attractiveness on Consumer
Purchase Intention, and do these variables have a relationship among them as well.
Conceptual frame work based on literature
So firstly I collected the data through Interview of different genders and age of group. So in
interview involved open-hand question
Questionnaire sent to the participants by e-mail, WhatsApp, Facebook, and Messenger to gather data from
the sample. This technique is implemented due to the expediency to collect data from the respondents.
Questionnaire is preferred to gather the needed data from the participants due to its ease to complete in a
short of time. The Questionnaire involved close-ended and multiplechoice questions. It follows the
structured questionnaire to get the explicit views of the participants. The close-ended questions were
designed with the list of questions and a Five points Likert scale was used in this research which
comprises of five possible options only i.e., Strongly disagree (1), Disagree (2), Neutral (3), Agree (4),
Strongly Agree (5).
Celebrity attractiveness

 Brand endorse by celebrities draw my attention easily

 The attractiveness of celebrities motivates me to buy more
 I am interested in those brands that are advertised by attractive celebrities

Celebrity Trustworthiness

 Trustworthiness of celebrity influence my purchase decision.

 As a consumer I will consider the trustworthiness of the celebrity as an attributes that influences
my purchasing decision.
 If the celebrity appeared in a advertisement is trustworthy the I would prefer using that product.
 The product endorsed by my favorite celebrity increases my level of trust.

Consumer Buying Behavior

 I perceive celebrity endorsement as very effective when buying a product.

 Celebrity endorsement is an important factor I consider when I make my purchasing decision.
 Brand endorsed by my favorite celebrity easily come to my mind whenever I make a purchase
intention.
 Using celebrity endorsed product makes me feel more confident.