IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMERS' BUYING INTENT IN HYDERABAD, PAKISTAN

Abstract

Nowadays, the use of celebrity endorsement is becoming a popular and winning strategy to enhance the image of corporate and brands by advertisers. With increasing commercial clutter in almost all traditional media, breaking the clutter is very important; and hiring celebrities for advertisements are guaranteed attention and recall. Researchers have also found supportive evidences for the effectives of celebrity endorsers adverting, and they have found a positive impact of such endorsements on consumers' purchase intentions. A number of empirical studies have confirmed the effectiveness and positive effects of celebrity endorsements in advertising, particularly on consumer purchase intentions.

However, there is a lack of consensus whether celebrity endorsement, celebrity reputation, and product pairing significantly influence consumer purchase intentions. Examining the impact of celebrity endorsement on customer purchase intention is the aim of this study. 350 respondents from Hyderabad were surveyed who were exposed to celebrity endorsement. The target group of the study is the young people from 18 to 40 year from Latifabad, Qasimabad and Jamshoro. This study examines the impact of celebrity endorsements on customer purchase intentions using quantitative approaches. A questionnaire was used to gather data, which the SPSS data analysis software package subsequently used to evaluate.

According to the study's findings, consumers believe celebrity endorsements to be more alluring and powerful than those from non-celebrities. In conclusion, the findings support the notion that customer purchase intentions are positively impacted by celebrity endorsement.