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A Study on Purchase Decisions of Celebrity

Endorsement on Advertising Campaign in
Influencing Consumer: Impact Analysis
D. Rajasekar
#
AMET University
Kanathur, Chennai -60311
[email protected]

Abstract— Influence plays a important role in the To create an immediate identity or persona for a
field of advertising by changing the perception product A celebrity is the person known to all
attitude of the consumer in information and media whereas celebrity endorser is the person enjoys the
explosion. By different celebrities variety of brands is public recognition and uses that recognized on
being practiced across the world. The power of
behalf of a consumer good by appearing with it in
celebrities influencing the consumer is being
an advertisement Celebrities where make people
determined by the marketers. Over a period of time
celebrity endorsement is in practice. In India the take notice of what they are endorsing. Advertising
celebrity endorsement business has now turned into expenditure and firm profitability: An Investigation
evergreen industry. The celebrities in order to is discussed by [2].
increase the sales in the market extend the shares of
the marketers who endorsers to increase the purchase The advertisers seek out celebrities to promote their
decision of consumers. In order to investigate, analyze products. Celebrities increases the odds of getting
the relationship of credibility of celebrity endorser attention, make the copy more memorable,
and consumer willingness to buy, to find the humanize the company, add glamour to the
moderating effect of experience of celebrity are product, and make it more desirable, credible and
studied in detail. Using standards deviation and trusted one. The Impact of Physically Attractive
regression analysis the participants were asked to
Models on Advertising Evaluations is described by
answer a questionnaire that corresponded with
purchase intentions attitude towards the
[3].
advertisement and the brand measured against the
independent variables, physical attractiveness, source 2. Review of Literature
credibility, and celebrity/brand congruency,
experience and buying intention by using mean. Using A study shows that when consumer behaviour is
Cronbach alpha test of significance the reliability is seen the activities people undertake for obtaining,
being tested. Celebrity endorsements generated consuming, and disposing of products and services
higher purchase intentions, positive attitudes toward are to be seen. Is this the beauty? The Highs versus
the advertisement and positive attitudes toward the usually attractive models in advertising are
brand is being found out. discussed in [4].
Keywords— Celebrity Endorsements, Proliferated
Studying this behavior is important because when
Overtime, Buying Intention, Advertisements.
more known about why people shop and buy
certain products; the easier it becomes to develop
1. Introduction strategies to influence consumers to buy. Model
development and analysis among athlete endorser
The endorse products this may or may not use, to
effectiveness is explained. There is a research
make their career development in clothing, going on why people buy and consume. The
perfume, and accessories the Celebrities have relationship of the visual element of an
become famous for more than being in the movies advertisement to service quality expectations and
or on a television show. The Economic worth of source credibility is discussed by [6]. After the
celebrity endorser: An event study analysis is purchase process occurs analysis of consumption
explained by [1]. behavior represents a broader conceptual
framework which includes behaviour of the buyer.
______________________________________________________________ The consumer decides while buying which
International Journal of Supply Chain Management company will be successful and which one will be
IJSCM, ISSN: 2050-7399 (Online), 2051-3771 (Print)
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Int. J Sup. Chain. Mgt Vol. 7, No. 1, February 2018

failure. In India new business format for small style, color use, and title/font presentation) the
retailers is discussed by [7]. consumers attitude towards the ads are emotional.

The power of making or breaking a product the The Consumers attitude results from a conscious
consumer has got every right. According to the processing of particular execution elements in the
needs and lifestyles Goods and services are ad, such as the endorser, the copy, the presentation
accepted or rejected. Individuals has every right to style, etc. The ad evokes an emotional response,
ignore what the market says and also capable of such as a feeling of love, joy, nostalgia, or sorrow,
buying what individuals want. Integrated without any conscious processing of execution
environmental management for continued elements. These two dimensions may have
development is described by [8]. different impacts on consumers attitudes.

From economics, psychology, sociology, Using celebrity endorsers advertising is one of the
anthropology, statistics, and other disciplines the most popular forms. In recent time the estimate
consumer behaviour is drawn to applied science. indicates that the use of celebrity endorsers in the
Researchers must learn what is going on in United States has increased from 15% to about
customer's heads to understand the consumer 25% of advertisements in between 1979 and 1997.
behaviour. In order to know product development, The celebrity endorser remains a favorite among
advertising, retailing, and other areas of marketing advertising agencies.
by applying it in the field and also must understand
why consumers behave on their way. The consumers learns, communicate about the
products through advertisement. There were several
If the relationship between attitude accessibility many underlying themes associated with
and attitude confidence are confident the advertising such as the relationship of the product
availability and trust will grow the studies have and the advertisement, or the persuasion factor of
shown that attitude accessibility and confidence can the person in the ad and this leads for a choice
increase by advertising. Advertising 12 could given to consumers to buy or ignore the product.
influence more than just the evaluative dimension Consumers live in a media saturated and product
of the consumer's perspective this is the study. cluttered environment.
When individuals are highly motivated to process
brand information, advertising can affect the An adult may see many advertisements and learns
confidence and the behaviour of the use. messages from that. In one day, with over 2 million
brands vying for our attention. Celebrities
The attitude concept can categorize into the attitude ostensibly have the ability to hold viewers attention
towards the advertisement (Aad) and attitude and penetrate the clutter of the multitude of
toward the brand choice (AB). It includes the entire advertising spots that compete for audience
content of the ad, not just the pictorial information. attention. So how do consumers choose? The
During a particular exposure situation the attitude concept of publicity must be explained.
towards the advertisement has been defined as a
predisposition to respond favorably or unfavorably In order the consumer to become educated in an
to a particular advertising stimulus. efficient and elusive way about the various
products the advertising is a type by which
This may contain both affective reactions (ad- businesses have to offer. By increasing the sales
created feelings of happiness) and evaluations (a having consumers who relate the messages and
credibility or informativeness). The advertising claims which are made out of different advertising
function not directed at specific products mediums this being the main motive of
attributes/benefits, and the objective is not to advertisement to increase the sales.
influence the consumer belief towards a particular
brand. These mediums can be television commercials,
print ads, billboards, posters, flyers and more
After processing the customers are felt with a recently, product placements on television shows.
positive feeling towards creating a favorable Advertising affects people in many ways. It can
attitude through the advertisement. There are two influence anybody from large corporation to rural.
distinct dimensions of Aad, one cognitive and the Advertising that is intended to educate the
other emotional. By consciously processing consumer of the products available is done so by
execution elements (components found in explaining and demonstrating the products
advertisements, such as the endorser, presentation attributes.
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sustainable development principles into socio-

Ultimately, the advertisers want to make their economic policies and strategies. It stresses on the
product distinct and so valuable that the consumer strengthening of policy-making processes and on
will become a repeat buyer. The fact is that an enhancing the roles and capabilities of public
international celebrity or a foreign brand name can agencies, non-government organizations and the
enhance or diminish consumer attitude, product citizenry in general for accomplishing the goals of
quality perception and purchase intention in the Philippine Strategy for Sustainable
another country. After researching in a country Development (PSSD) within the framework of
where consumers speak a different language with Agenda.
unique cultural heritage, the use of an international
celebrity and an English brand name can be a Quality management focused on business sectors.
liability. The paper thoroughly examines the Quality has metamorphosed from the synonyms of
moderating effects of celebrity, different brand, and "Customer satisfaction" to "Customer delight,"
COO on consumer product evaluations. which is thriving for excellence in every sphere of
business with continuous improvements. In present
The criteria for selecting celebrity are different scenario, the quality is perceived as "Fitness for
according to different researchers. Some of the purpose "focusing on the customer. There is the
different standards are Celebrity /Audience Match- horizon beyond this as "quality" is always
up Celebrity / Brand Match-up, Credibility of interconnected with "safety and reliability" if the
celebrity, cost related to the celebrity/ Working nature of the business is perilous. The prime focus
Ease / Difficulty, Saturation factor. The troubling for any nuclear industry is about the safety and
factor in face recognition, Risk associated with the security that can be accomplished only through the
celebrity, is the success of a celebrity. The inherent quality.
consumer willingness to purchase is complicated
due to the credibility of the celebrity, who This study had the following objectives:
understands the knowledge of the celebrity their • Left To investigate the significance of celebrity
pleasant appearance, reputation as well as celebrity endorsement.
resemblance to a product. • Right To analyze the relationship of credibility
of celebrity endorser and consumer willingness
There is no difference in providing of factual to buy.
information either by a credible person or non- • Top To examine the celebrity and consumer
credible person. The systematic impact of source desire to buy with the optimization effect of
credibility on thinking generation is more on experience of celebrity.
attitude at the time of their initial views. There are
different factors which affect the origin credibility 3. Research Methodology
of the celebrity and a model has been proposed
which is based on the inputs. Consumer Behavior The H1: the celebrity increases the willingness of
of Aavin Milk in Bethel Township in Trichy is
consumers to buy.
given.
H2: Credibility with the optimizing effect of
There is three main identification of source
moderating experience of celebrity increases
credibility which is attractiveness, experience, and
willingness to buy.
trustworthiness. Each determinant has different
characteristics. The experience with the moderating
effect and investigating the impact of credibility of
3.2 Methodology Sampling
the celebrity on consumer willingness to buy is
The From Visakhapatnam town purposively from
being taken into consideration.
various fields as their buying behaviour discloses
Due to the changing lifestyle of people the new many patterns a sample of 100 respondents was
business format for a small retail sector in India is selected. To elaborate the cause and effect of
undergoing transformation. One Person Company celebrity matters to consumers and to buy a product
concept as a strategy to develop small retail this technique gets involved. Later to determine the
businesses regarding their corporate status is being influencing variable to this relationship the
dealt with. The Integrated Environmental mechanism is used. Questionnaires were distributed
Management for Sustainable Development to 110 respondents and selected for study
(IEMSD) sought to promote the systematic purposively.
integration of environmental considerations and
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3.2.1 Data Analysis and Interpretation Table 3. Reliability statistics of credibility

The study mainly based on the primary data. A Cronbach alpha No. of Items
print advertisement of the celebrity endorsing a
product was contained in the questionnaire that was 0.65 3
provided to the respondents. Respondent was
directed to view the print publication first and then
to fill the questionnaire so that a more strong and The above Table shows male responded with a high
involved response could be gathered. percentage of (69.1 %) and female with (30.9 %). It
shows age group of 21-25 years met with largest
After viewing the advertisement, respondents were
percentage of (64.5 %), an age group with 15-20
asked to rate the credibility of celebrity on the 5-
years on second with the rate of (20 %), age group
point scale provided for what they perceive
26-30 years responded (10.9 %) and lastly above
celebrity is attractive, expert and trustworthy.
30 years group at lowest with (4.5 % only). It
A Later section of the questionnaire included the exhibits that student with the highest percentage
statements to measure the buying intentions of (70.9 %), young professionals with (18.2 %), and
consumers influenced by the celebrity part-time business owners with 7.3 % and other
with the lowest rate (3.6 %)
For this measurement, five points Likert scale was
used ranging from Strongly Agree to Strongly Two hypotheses are being used in the research. The
Disagree (1 = Strongly, Agree, 2 = Agree, 3 = first one is about the relationship of credibility of
Neutral, 4 = Disagree, 5 = Strongly Disagree). celebrity and consumer willingness to buy. The
other one is about the relationship of credibility of
4. Results celebrity and consumer desire to buy with the
moderating effect of experience of celebrity.
To verify the internal consistency, all variables
were tested to determine the structure of the data. . The validity of both of hypothesis with the help of
Factor analysis facilitated that the datas are right. descriptive statistics has been checked. Computed
Cronbach alpha of Credibility of Celebrity the mean and standard deviation of all the items.
Endorser resulted from 0.865, buying intentions The celebrity shows the average of 3.5418, which
0.895 and the experience of celebrity with a usage demonstrates the evaluation about it excellent. The
of a product had 0.65 Cronbach alpha. The measure evaluation about the experience and buying
of credibility was analyzed with the 5- Point Likert intentions is median.
scale with 1 = Strongly Disagree, 2 = Disagree, 3 =
H1: The credibility of celebrity has the positive
Neutral, 4 = Agree, 5 = Strongly Disagree. All
relation on the purchase intentions of consumers.
measures are strongly correlated with each other.
The reliability of the measures is checked by H2: The experience of celebrity about a produce
Cronbach's alpha, and values are acceptable. moderates the effect of credibility of celebrity and
its impact on buying intentions of the user.
Table 1. Reliability statistics of credibility

Cronbach alpha No. of Items

0.865 10

Table 2. Reliability statistics of credibility

Cronbach alpha No. of Items

0.895 11
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Table 3. Profile of respondents 4.1 Findings

Gender Percentage • Using a credible celebrity in the

advertisement is the goldmine for the
Male 69.1
companies for earning the market share,
Female 30.9 profits and revenues. Regarding
attractiveness, trustworthiness, and
Total 100 expertise, has vital importance when there
is the celebrity to endorse a product.
Age Percentage
• The experience of Celebrity Endorser with
15 - 20 years 20 the usage of support brand positively
moderates the relationship of credibility of
21 - 25 years 64.5
celebrity endorser and buying intentions.
26 - 30 years 10.9 Consumers believe that if the celebrity
uses the endorsed product, then it
Above 30 years 4.5 increases intentions to purchase the
supported product
Total 100
• The buying intentions of the users that are
Occupation Percentage attractiveness, trustworthy, and
experience. Experience does not matter to
Student 70.9 the consumers because the credible and
attractive celebrity can influence more the
Professional 18.2
audiences. When the entertainment or
Business 7.3 sports celebrity is selected then their
attractiveness and the trustworthiness are
Others 3.6 the first priorities of the companies.

Total 100 5. Conclusion

Seeking to transform customers into the
personification of brand identity the advertisement
Variables Mean SD plays a significant role in emerging brands cape.

Credibility 3.5418 0.76415 With respect to researcher’s point of view the

celebrity’s influences a positive intention the client
Experience 3.4121 0.89389 where the audience recalls with a purchase
intension towards that particular product. There
Buying Intention 3.4529 84359 was a significant profit by the successful
implementation in involving celebrity's partnership.
In the case of app rational celebrities, the positive
effect of image congruency is stronger for those
In analyzing the results of a model, the result shows brands that are perceived to communicate
that all proposed relationship did not get strong something symbolic about the brand's user
support. Regression results show that the compared to other brands that do not. This is an
important demonstration that consumers are
respondents are not willing to purchase a product
motivated by their self-needs to utilize brand
with the moderating effect of experience of a associations derived from celebrity endorsement in
celebrity due to not care about the experience a contingent fashion to construct and present their
because the outlook and trust on celebrity are more self-identities.
important for the public.
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