Related Foreign Study # 4 The influence of celebrity endorsement on actual purchase

behaviour with mediating role of brand equity: A study on local food brands

A. Introduce the research problem:

Most business firms' marketing strategies significantly rely on advertising to promote

capitalize on their items and the dominant strategy used in this day and age, which
the practice of using celebrity endorsement. Today, it is said that celebrities are the most
important figures that people look up to and are drawn to. This potent force has
seen to have a significant effect on most businesses, particularly by bolstering the
the name of a firm or a product. While waiting, having a strong brand is
regarded as a company's most asset. It can be accomplished by controlling
the brand equity appropriately. The value of this intangible asset benefits both the
consumer and business. Having a compelling advertising approach is thought to
utilizing celebrity endorsement to market the goods could raise the price of
the brand, which in turn may encourage customers to make purchases. Consequently, this study
is done to understand how celebrity endorsements affect real-world outcomes
consumer purchasing patterns and examining the role of brand equity as a
between these two notions, a mediating variable. This investigation also aimed to
The packaged food products are sold under the Malaysian food brands. When asked about the
products of national brands by local consumers not all Malaysian consumers can remember the
brand's name and characteristics. In actuality, most Malaysian brands have yet to win widespread
acceptance particularly when it comes to food branding. Customers are provided with several
food brand options, including national and international brand names. But
Malaysian customers would choose one brand out of several when presented with the choice.
over local brands, multinational brands (Goi & Chieng, 2011).
This problem is evidenced by inconsistent purchasing behavior.
towards regional food brands by customers.

B. Explain the research design of the study: 

To accomplish the goals, a questionnaire was created and given to 300 participants in Penang.
Results indicated that Influential links between celebrity endorsement and real purchasing
behavior and celebrity appeal becomes the primary factor persuading customers to
choose regional food brands. Additionally, findings showed that brand equity modulates the link
between brand promotion by celebrities and real buying behavior
The most important aspect in this interaction is awareness.

C. State the major findings and conclusions: 

The primary goal of the study is to determine how much of an impact celebrities have.
By using linear regression, endorsement on real buying behavior is accomplished.
test. The findings indicated a strong correlation between celebrity
Consumer endorsement and actual buying behavior. The results show that each of the three
aspects of celebrity endorsement has
a strong connection to real purchase behavior. Additional findings showed that
when analyzing how celebrity endorsement affects actual purchases
Celebrity behavior and attractiveness have the most impact. As opposed to that,
Examining the impact of celebrity endorsement on brand equity requires knowledge of
The greatest influence comes from celebrities because of their talent, knowledge, and
understanding of the brand ambassadors for popular local food brands.
The sample characteristic finding, which shown that in purchasing, supports this.
Customers of local food companies are more drawn to endorsers with expertise in that
location where the chefs themselves are celebrities. Indicators of this include a higher recall rate
for the local food companies that receive culinary celebrities' endorsements. The abilities and
knowledge that they have demonstrated the effectiveness of local food brands by endorsing
them, promotion that increased brand equity and prompted purchases
behavior.

D. Combine the paragraphs together: 

The primary goal of the study is to determine how much of an impact celebrities have.
By using linear regression, endorsement on real buying behavior is accomplished.
test. The findings indicated a strong correlation between celebrity
Consumer endorsement and actual buying behavior. The results show that each of the three
aspects of celebrity endorsement has a strong connection to real purchase behavior. Additional
findings showed that when analyzing how celebrity endorsement affects actual purchases
Celebrity behavior and attractiveness have the most impact. The second goal is to look into the
impact of celebrities. The linear regression test is used to measure endorsement and brand equity.
Additionally, the findings indicate a strong correlation between celebrity
brand equity and endorsement. The following goal is to determine how brand equity affects real
To get the desired outcome, a regression test is run on purchasing behavior. Result
demonstrated that brand equity and actual purchasing had a link.
behavior. As opposed to that,
Examining the impact of celebrity endorsement on brand equity requires knowledge of
The greatest influence comes from celebrities because of their talent, knowledge, and
understanding of the brand ambassadors for popular local food brands.
The sample characteristic finding, which shown that in purchasing, supports this.
Customers of local food companies are more drawn to endorsers with expertise in that
location where the chefs themselves are celebrities. Indicators of this include a higher recall rate
for the local food companies that receive culinary celebrities' endorsements. The abilities and
knowledge that they have demonstrated the effectiveness of local food brands by endorsing
them, promotion that increased brand equity and prompted purchases
behavior.

s816041_01.pdf (uum.edu.my)
Related Foreign Study # 5 The Effect of Celebrity Endorsement on Customer Purchase
Intention: A Comparative Study

A. Introduce the research problem:

As in other developed and developing countries, the trend of celebrity endorsement is fast
growing in Pakistan countries. This essay's goal is to investigate how celebrity endorsements
affect mobile phone purchases clients' intentions, both male and female. The market for
consumer goods is expanding daily, and new products are being introduced every day. As a
result, it is getting more challenging for marketers to enter the market and gain and maintain
attention of the buyer. In this cutthroat marketing environment, any service or product that wants
to quickly become known to, Advertising campaigns that help people remember products should
be the main emphasis for consumers so that they can remember it or client service. Mobile
phones and digital televisions are two technical advances that have captured the public's
attention. Researchers in marketing pay attention to their adoption process

B. Explain the research design of the study: 

To investigate the variables influencing client purchasing, a model was created.
A sample of 800 people was used to test it experimentally for intention (400 males and 400
females). The question-and-answer method
was employed in this study, and the same questionnaire was given to both the male and female
respondents. Descriptive
To determine the outcomes, regression and statistics were used.
C. State the major findings and conclusions: 
In this study, a questionnaire method was employed, and respondents—both male and female—
were given the identical questions questionnaire. Cronbach's coefficient alpha was tested for
reliability, and the average value is 0.882, our research is valid. Regression analysis was done
using the SPSS to demonstrate which theory is correct. According to this study's descriptive
analysis, the total population of There are 400 male and 400 female responses among 800 total.
The respondents were then categorized according to their level of education, including diploma,
technician, bachelor's, master's, and doctoral degrees. Results showed that of the 800
respondents, 32.1% had a bachelor's degree and 67.9% had a master's degree.
In the end, it was discovered that among the 800 responders, (44%) had less than 5 years,
(37.6%) had 5 to 10 years, 16.5% have 11 to 15 years, and two respondents have between 16 and
20 years of practical experience.
D. Combine the paragraphs together: 
This study highlights the value of celebrity endorsement standards and the impact of celebrity
endorsement on consumer behavior clients' intentions for a mobile phone, both male and female.
The study focused on the impact of endorser likeability, Customers' manly personalities, physical
appeal, and purchasing intentions. perceptions of women
Since every customer is unique, every result was different. A study revealed that female buyers'
intention to buy Likeability, beauty, and believability of celebrities have an impact on mobile
phones. There are two things that both share the likeability and beauty that both male and female
customers find appealing, but only among female respondents, Credibility is unique, thus
celebrities with appeal, likeability, and credibility can make a difference, improve female clients'
desire to purchase mobile phones A famous person in a mobile phone commercial
For male customers, having traits like likeability, personality, attractiveness, and experience
might enhance buy intent. So, accepted hypotheses include H1, H2, H4, H5, H7, H9, and H10.
A marketing or media manager should place special emphasis on a celebrity's likeability,
personality, attractiveness, and experience when creating a mobile phone advertisement for male
customers. While some mobile phone models are solely made for women,
The management of those phones should carefully consider the likeability, attractiveness, and
credibility of celebrity.

https://www.researchgate.net/publication/
322987493_The_Effect_of_Celebrity_Endorsement_on_Customer_Purchase_Intention_A_Comparative
_Study