Research Report on

“The impact of celebrity endorsement on customer purchase intention”

By

Maham Munir

Nashrah Fatima

Rimsha Baig

Submitted to

Ms. Afshan Hafeez

Submitted on

23 Nov, 2017
 ABSTRACT

This study examines the impact of celebrity endorsement on customer purchase intention.

To examine this study the data collected from 150 respondents. The researchers use quantitative

approach as a research instrument. This paper aims to evaluate the impact of multiple celebrity

endorsement, multiple product endorsement, celebrity’s personality and celebrity’s personality.

There are two tests which are applied in this study which are reliability test and linear regression

test to know the relationship between independent and depend variable. All these tests were run

on the software named statistical package for social science (SPSS) version 22 which is well

recognized soft- ware.

Keywords: Customer purchase intention, multiple celebrity endorsement, multiple product

endorsement, celebrity’s credibility, celebrity’s personality

Table of Contents

ABSTRACT................................................................................................................................................1

1. INTRODUCTION...................................................................................................................................2

1.2 PROBLEM STATEMENT................................................................................................................5

1.3 RESEARCH OBJECTIVES..............................................................................................................5

1.5 SIGNIFICANCE OF THE STUDY...................................................................................................6

1.6 HYPOTHESIS.................................................................................................................................6

1.8. SCOPE OF THE STUDY.................................................................................................................7

2. LITERATURE REVIEW........................................................................................................................7

3 RESEARCH METHODOLOGY............................................................................................................15

3.1 RESEARCH PHILOSOPHY...........................................................................................................15

3.2 RESEARCH DESIGN.....................................................................................................................15

3.3 DATA SOURCE.............................................................................................................................15

3.4 DATA COLLECTION METHOD..................................................................................................15

3.5 SAMPLE SIZE................................................................................................................................15

3.6 TOOLS AND TECHNIQUES.........................................................................................................16

3.7 THEORITICAL FRAMEWORK....................................................................................................16

. 4. ANALYSIS.........................................................................................................................................16

4.1. RELIABILITY TEST.....................................................................................................................17

 4.2. REGRESSION................................................................................................................................17

5. CONCLUSION.....................................................................................................................................19

5.1 CONCLUSIVE REMARKS............................................................................................................19

5.2. RECOMMENDATIONS................................................................................................................20

5.3 FUTURE IMPLICATIONS.............................................................................................................21

6. BIBILOGRAPHY.................................................................................................................................22

7. APPENDIX...........................................................................................................................................24

1. INTRODUCTION

Today the world has turned out to be more aggressive and customers are opened to a

great many articulations and Pictures in Magazines, Newspapers and on Billboards, Websites,

Radio and Television. Advertisers make a decent attempt to catch a little bit of a person's

opportunity so as to let him/her know about the awesome and exceptional attributes of the

product or brand. For this procedure organizations and firms more often than not delegate

celebrities from a particular zone keeping in mind the end goal to allow them to be a piece of ad

campaign. Keeping in mind the end goal to persuade a customer to consider a specific brand

from a different arrangement of brands, the advertising traits and symbolisms of a brand are

supplemented with the superstar (Malik and Qureshi, 2016). Decision of the big name, thus, is of

most extreme significance and is typically done in view of a wide range of parameters - claim,

looks, prevalence or even only a dream figure to underwrite a brand. (Pughazhendi and

Ravindran, 2012). To productively utilizing the big name for this reason, it is extremely essential
that the big name must be basically chosen in light of the fact that both the positive and negative

picture and view of the big name can impact the portrayal of the brand out in the open.

Incorporation between profile of the big name and the dependability of superstar to the objective

market and target gathering of people is profoundly noteworthy too (a remote place and Ghouri,

2016). Organizations contribute vast wholes of cash to adjust their brands and themselves to

endorsers. Such endorsers are viewed as powerful with both appealing and amiable qualities and

organizations arrange for that these qualities are exchanged to items through marcom exercises.

Moreover, due to their acclaim, celebrities serve to make and keep up consideration as well as to

accomplish high review rates for marcom messages in the present much jumbled situations.

Likewise every item has a picture. The shopper tries to devour a brand which has the most

extreme fit with his/her own identity/picture. The big name endorser fits in the middle of these

two cooperation’s, where he tries to bring the picture of the item nearer to the desire of the

customer, by exchanging a portion of the social implications living in his picture to the item

(Kasana and Chaudhary, 2014).The buy state of mind is impacted by the big name underwriting

factors, item assessment and brand acknowledgment (Pughazhendi et al., 2011). The shopper

gives more significance to the quality they saw from the brand (Sohail and Sana, 2011).

The general conviction among advertisers is that brand correspondence messages

conveyed by celebrities and well known identities create a higher interest, consideration and

review than those executed by non-celebrities. The snappy message-reach and effect are very

fundamental in the present profoundly aggressive condition. A brand ought to be mindful while

utilizing celebrities to guarantee, acceptability and conveyance of the expected impact.

Celebrities have additionally been sought after having prevailing with regards to being viable by

transcending the messiness and getting the consideration and center of the purchaser. They
likewise prevail with regards to making a goal in the brains of the customer to gain what their

most loved superstar Endorses. (Kasana and Chaudhary, 2014).

The dependent variable of current study is purchase intention (Bush et al ; Sharma &

Grill ; Krishnan and Koshi ) whereas the independent variables are celebrity’s credibility ,

multiple endorsed product by same celebrity and multiple celebrity endorsement (Carvalho).

1.1 BACKGROUND

Purchaser conduct as the choice procedure and physical movement people participate in

while assessing, getting, utilizing or discarding products and ventures is characterized by

(Chaudhary and asthana, 2015). It incorporates ideas drawn from brain research humanism,

human sciences, history and financial aspects. A Celebrity Endorser is "any person who

appreciates open acknowledgment and who utilizes this acknowledgment for the benefit of a

customer decent by showing up with it in a promotion" (Nyarko et al., 2015). Celebrities are all

around perceived identities having a solid alluring and great energy to seek after the group of

onlookers either by their likeliness, engaging quality, trust or by their congruency with mark

which leads in production of solid brand picture and incentive in watchers' psyches. Serious

connection with celebrities draws in the general population and persuades them to take after the

big name ordinarily known as "endorser" impact" (McCuthceonetal., 2002).The subject picked

has been explored by endless specialists everywhere throughout the world (Leschnikowsi et al ,

2006; Rindova et al., 2006) were intended to research the profits and adequacy that can be

normal by associations that utilization VIP support in their promoting efforts. Promoters use big

name to influence the purchasing decision of their clients and it gives them extraordinary edge

for income or exceptional returns of offers (Raval and Tanna, 2014).

In Pakistan very little number of people’s behavior is influenced because of the factor
that a particular brand’s advertisement has a celebrity in it, it was found that celebrities are

featured in 15% of the prime-time television commercials (Rashid 2016)

1.2 PROBLEM STATEMENT

This study concentrates on the celebrity endorsement's impact on customer purchase

intention .Sometimes the products get overlooked and center goes to the celebrity and it causes

issues for the organization since they allot immense attention on endorsing of celebrities. Most of

the researchers have analyzed Celebrity’s attributes to be a good endorser, but is it enough to

build a good strategy. The product is overlooked and a lot of concentrate is on the Celebrity,

while the emphasis should be on the item. Consequently, this exploration will fill this gap and

will help the advertisers to better comprehend what perspectives should to be considered while

doing celebrity endorsement.

1.3 RESEARCH OBJECTIVES

 To identify the impact of multiple celebrity endorsement on customer purchase intention

 To identify the impact of multiple endorsed products by same celebrity on consumer

purchase intention

 To identify the impact of celebrity’s credibility on customer purchase intention

 To identify the impact of celebrity’s personality on customer purchase intention

1.4 RESEARCH QUESTIONS

 What is the impact of multiple celebrity endorsement on consumer’s purchase intention

 What is the impact of multiple endorsed products by same celebrity on customer’s

purchase intention

 What is the impact of celebrity’s credibility on consumer’s purchase intention

  What is the impact of celebrity’s personality on consumer’s purchase intention

1.5 SIGNIFICANCE OF THE STUDY

  This exploration gives experiences to the marketers for the utilization of celebrities for

the brand endorsements, the use of celebrities may prompt brand review and positive/negative

understandings from the celebrity to the Brand/Product. In any case, this examination would be

of tremendous significance to organizations that are in a condition of troublesome decision that

regardless of whether to subscribe to Celebrity Endorsement for its products.  

1.6 HYPOTHESIS

H1 There is no significant relationship between multiple celebrity endorsements on

consumer’s purchase intention

H2 There is no significant relationship between multiple endorsed products by same

celebrity on consumer’s purchase intention

H3 There is no significant relationship between celebrity credibility on consumer’s

purchase intention.

H4 There is no significant relationship between celebrity personality on consumer’s

purchase intention.

1.7 LIMITATION OF THE STUDY.

The limitations of this study incorporate time limitation is one the most imperative part of

our investigation since we have a restricted time to finish our exploration. Budgetary assets are

another boundary in our investigation which create difficulty in gathering data. The region of our

investigation is wide yet we tragically chose limited region so as to meet the due date. As
Karachi is the center point for Pakistan and individuals from various regions of Pakistan came

here for various purposes. Another fundamental farthest point of our exploration is the

availability zone since we didn't have much consent to get outside of our limits with a specific

end goal to gather information.

1.8. SCOPE OF THE STUDY

The present study has focused on “the effect of celebrity endorsement on customer’s

purchase intention “mainly on four prospective, i.e. celebrity credibility, celebrity’s personality,

multiple endorsed products, multiple celebrity endorsement. Further, the study also covers

celebrity endorsement on beauty products with special emphases given to the customers of

Karachi city. The focus was on the behavioral pattern and the impact of celebrity endorsements

on the purchase attitude of the consumers towards beauty products.

2. LITERATURE REVIEW

Kasana and Chaudhary, (2014) analyzed the effect of celebrity endorsement on

Consumer Buying Behavior. Purchaser Buying Behavior, Customer Loyalty and Market

Expansion were taken as the Dependent Variables though Celebrity's Trustworthiness, Expertise,

Popularity and Physical Attractiveness were taken as Independent Variables for this exploration.

To quantify the adequacy of Celebrity Endorser's two strategies were utilized as a part of this

investigation, the Q SCORE technique and FRED standard. It was demonstrated in this

exploration that shoppers discover Celebrity Endorsements considerably more alluring than Non-

Celebrity Endorsements. The outcomes additionally demonstrated that Celebrity Endorsements

emphatically affect the buying expectation of purchasers. VIP Endorser fits in the middle of the

buyer and item and tries to convey the picture of item nearer to the desires of the customer. Be
that as it may, Celebrities increment the advertiser's hazard and ought to be treated with a great

deal of consideration and also Aptitude.

Yilmaz and Ersavas (2005), researched which embraced celebrities are seen and

respected in TV Promotions the most and what was the gathering of people reaction towards the

TV ads that utilized Celebrity Endorsers. Celebrity's Popularity and expertise were taken as

independent variables and dependent variables were branding and advertising. This examination

comprised of two divisions: in the primary division, content investigation was done to assess big

name underwriting TV ads in Turkey. It comprised of a rundown of supported celebrities in TV

notices between January 01, 2002 and Dec 30, 2002. As indicated by this rundown 1305 plugs

were seen and 73 celebrities were discovered mainstream. For the second, exploratory

examination look into strategy was utilized to know the state of mind of buyers towards VIP

supported advertisements. Result proposes that VIP supports in notice make it simpler to

recollect and perceive the advertisements. It is difficult or same for the situation when buying the

item.

Bushra et al, (2004) inspected the Impact of Athlete Role Models on Teenagers'

Behaviors and Purchase Intentions. For this examination Dependent Variables were Purchase

Intention and Loyalty, Independent Variables are Endorsed Celebrity's Physical Attractiveness,

Lifestyle, Values, Trustworthiness and Overall Effectiveness. Specialists had utilized Regression

Analysis and tried the theorized impacts of the competitor good example on each of three

conduct and buy goals of young people. Aftereffects of the examination propose publicists that,

on the off chance that they need to target adolescents, they may consider competitors as

representatives for their image or items. Since Athletes are good examples for adolescents and

dependably take after their style and look into what's "cool" in their items and brands.
Competitor good examples help in bringing positive verbal exchange and improve mark

steadfastness.

Audi et al, (2015) considered the association amongst brands and celebrity endorsements

and the Impact of endorsed celebrities on brands. In this examination customer and behavioral

loyalty were taken as dependent variables and Celebrity's Attributes like Trustworthiness,

likeness and aptitude were taken as Independent factors. Connection and Regression examination

was done in this exploration to comprehend the connection amongst dependability and big

name's characteristics. Scientists arranged a survey on big name support factors and the variables

of brand loyalty done by Seno and Lukas, 2007. This study was appropriated to 300 respondents

in Lebanese market and assumed that brand dependability is impacted by the VIP's drawing in

quality, superstar's initiation and big name's appeal. On the off chance that done reasonably can

positively affect publicizing and advancing beautifying agents mark. While choosing a superstar,

organizations should know which big name to pick who will best offer and pull in target group of

onlookers towards the brand to make a solid personality.

Spry et al, (2009) considered the impact of celebrity credibility on customer based esteem

and Equity of the supported brand. The dependent variable taken for this exploration was brand

equity and independent variables were celebrity's trustworthiness, expertise and attractiveness.

Data was accumulated using the shopping center block approach at a shopping center from a

specimen of buyers in a city of Australia and was analyzed utilizing Structural Equation

Modeling technique. Results uncover that a Celebrity Endorser should be one who supposedly is

tenable on the premise of Trustworthiness, Attractiveness and Expertise. Also, in this

investigation, even a sensibly low celebrity endorser's credibility ended up being ready to
fabricate the solid Brand. Future research must examine the adequacy of local Celebrities in

respect to Celebrities known in the worldwide field.

Munyau and Mwirigi, (2013) examined with the perspective to celebrity endorsement,

and investigated loyalty of customers in bi-dimensional viewpoint, which means, the customer

loyalty towards a celebrity and towards a product or brand. The dependent variables were

customer satisfaction and loyalty; independent variables were celebrity’s familiarity,

attractiveness and attitude. Exploratory research plan and non-probability sample strategy were

utilized to target clients of chosen Celebrity Endorsed Brands in Kenya. The consequence of the

two estimations is considered to choose the subsequent effects coming about because of the two

perspectives. It likewise uncovers that celebrity is one reason that impact consumer's buy choice

in view of their recognition with gathering of people, attractiveness and attitude towards

purchasers. The inspected data additionally recommends that buyers would be all the more ready

to buy the items to which they are more faithful than to endorse celebrities in Kenya

.Muda et al, (2017) examined in this paper that how the relationship between the celebrity

and brand works, second, to understand the advantages gather from endorsed celebrities and the

third, to know the potential risks of the methodology. In this research dependent variable was

advertising and independent variables were celebrity's values, attractiveness and lifestyle.

Regression analysis is utilized as a part of this investigation to comprehend the three

measurements. Result demonstrates that Advertisers are utilizing Celebrity Endorsements to

empower their Promotions and Advertisements to emerge, Celebrities have the stopping vitality

to make buzz and figure out how to change Consumer's Purchase Intentions. By Promoting

brands through Celebrities, there is much probability that they will add esteem and
accomplishment to the Brands. Publicists ought to be to an extraordinary degree careful in

picking and managing the Celebrity Endorsers as it is a sword with two sharp edges.

Freeman and Chen, (2015) seek to assess the effect of celebrity endorsement on youthful

grown-ups in Malaysia. They examine at the connection between the traits of celebrity endorsers

and consumers' purchasing decisions. Here consumer buying behavior and purchase decision

were dependent variables and celebrity’s attributes, trustworthiness and expertise are

independent variables. A survey was led including 318 youngsters in light of TEAR model and

ELM theoretical framework which had demonstrated the impact of the celebrity's attributes on

buying expectation of buyers. Results recommend that physical attractiveness of celebrity has

principally impact on Consumer's Purchasing choice and slightest essential trait is

trustworthiness. Chinese are all the more easily affected by endorsed celebrities when contrasted

with Malays and Indians. In any case, publicists must realize that at the highest point of the need

list celebrity endorsers can't be picked on the introduce of only one trait; they furthermore need

to consider the other intense attributes of celebrities, as these qualities can brace the constructive

outcome on Customers' purchase choices.

Sharma and Gill, (2015) analyzed the impact of endorsed celebrity advertisements on

consumer's buying decision. Characteristics of celebrity like attractiveness, trustworthiness and

expertise were independent variables and consumer’s buying decision was the dependent

variable in this research. Rate Method was utilized to comprehend the connection between these

components. This examination focused on the Consumer's perceiving design for seeing the

acclaimed celebrities that how they embrace the products through media, magazines and internet.

Results demonstrated that celebrities figure out how to make the readiness in consumer's

acquiring pattern and to guarantee consumers that they are settling on a sensible decision and
they are spending at the correct Product/Brand which is vital and this gives the certainty and trust

over the Advertisers who are dependably arranged to serve the product to their respected

customers. This exploration has a wide range to comprehend consumer's purchasing design for

way of life items through celebrity endorsed notices and advancements.

Krishnan and Koshy, (2010) examined the effect of celebrity endorsement on customer’s

purchasing pattern. Here dependent variable was buying pattern and independent variables are

age, gender, similarity and other characteristics of celebrity. They made use of Primary and

Secondary data. Poll was set up to assemble the data from the shoppers. Information from 200

respondents from Kottayam city of Kerala is assembled by using reasonable examining.

Illustrative insights, Chi-square test were utilized for the estimations. Accordingly, celebrity

endorsed commercials was seen to influence. The results uncover that shoppers are intrigued to

purchase gold not just in light of famous people that they watch in advancements yet furthermore

on the celebrity-item association. Future research must be directed to analyze that how

associations pick celebrities. Moreover this examination demonstrates that celebrity endorsement

is coordinated by different segments like credibility, attractiveness, and so forth future research

ought to be done to see that among these, which factors have noteworthy effect on the shoppers.

Bhagyashree et al, (2015), discovered the relative adequacy of Single Celebrity endorsed

Advertisement and multiple Celebrity endorsed Advertisement in impacting the perception of

shoppers (i.e. attitude towards advertisement, attitude towards celebrity and attitude towards

advertised product). Further, the Study is improved the situation the Same Product and for the

low contribution Product particularly Soft beverages. Given the reason for the investigation, the

expressive research procedure is utilized. In the Study, Low-contribution Product Category is

considered and two sort of endorsed Advertisements (Single Celebrity and Multiple Celebrity)
are utilized and the examination is done on 200 Consumers. Created Print Advertisements are

utilized as boosts. The investigation recommend that for low-contribution item class particularly

Soft-drink particularly if there should arise an occurrence of Print media, commercials endorsed

by multiple superstars has more good positive effect in affecting the Perception of customers (i.e.

demeanor towards commercial, mentality towards celebrity and state of mind towards promoted

item) when contrasted with notices endorsed by Single celebrity.

Carvalho (2012), researched about a marketing strategy: celebrity endorsement. This

study focused on examining the relationship between a set of variables: (1) gender, (2)

credibility, (3) attractiveness, (4) type, (5) multiple endorsements and (6) multiple product

endorsement that were identified and consumers purchasing intentions. A quantitative approach

had been received to examine the connection between the dependent and independent factors and

285 respondents had taken an interest in the overview. Respondents addressed two arrangements

of inquiries in the wake of review a promotion of a particular product including at least one

endorsers. Results uncovered that all the independent factors had a positive connection with

buyers acquiring expectations, however some of them were very low.

Nam-Hyun Um (2008), explored the effect of single vs multiple celebrity endorsement.

Participating students were randomly assigned to one of three conditions (single product

endorsement, multiple product endorsement, and multiple celebrity endorsement). This study

was designed to measure the effects of respective types of celebrity endorsement. This initial

attempt to compare the effects of celebrity endorsement could be conducive in understanding

current phenomenon of celebrity endorsement campaigns. This study found that multiple product

endorsements increased higher level of attitude toward ad, attitude toward brand, and purchase

intention than a single celebrity (product) endorsement while a single celebrity (product)
endorsement increased higher level of attitude toward ad, attitude toward brand, and purchase

intention than multiple celebrity endorsements. However, the finding of this study had a

conflicting result.

Goldsmith, R. E. et al, (2000) examined the effect of Corporate credibility and Endorser

credibility on purchaser response to commercials and Brands This examination evaluated the

effect of Endorser and corporate credibility on state of mind toward-the-promotion, mentality

toward-the-brand, and buy expectations. 152 grown-up shoppers were chosen who saw an

invented advertisement for Mobil Oil Company. They evaluated the credibility of the

advertisement's endorser, the credibility of the organization, and state of mind toward-the-

promotion, mentality toward-the-brand, and buy expectations. Way investigation affirmed that

endorser credibility had its most grounded effect on Ad while corporate credibility had its most

grounded effect on notice brands. The discoveries propose that corporate credibility assumes an

imperative part in purchasers' responses to notices and brands, independent of the similarly

critical part of endorser credibility.

Ghani, and Kakakhel, (2011), contemplated the effect of celebrity endorsement on youth

of Pakistan. This examination endeavored to look at the perceptions of youth towards the

utilization of famous people in notices in Pakistan to get a knowledge about its viability.

Information was gathered through a poll from 150 understudies dwelling in Peshawar and

Islamabad. Results demonstrated that celebrity endorsement has the capability of being seen and

enjoyed by the watchers yet it doesn't impact the buy choice. The buy choice has been observed

to be affected by different components like quality and cost of the product

 3 RESEARCH METHODOLOGY

3.1 RESEARCH PHILOSOPHY

Positivism is fundamentally administration study's standard philosophical position.

(Enksson and Kovalainen, 2015). In this examination positivism is used,by utilizing positivism

we utilized logical techniques for request including study where quantitative information is

standard. Administration inquire about is bound together by positivism and as contrast with

positivism other philosophical examinations are viewed as more applicable for the qualitative

research

3.2 RESEARCH DESIGN

This research study is causal and descriptive in nature. In causal research we found out

cause and effect relationship. In the study we determine the impact of celebrity endorsement on

customer purchase intention for which females of different age group mostly young generation

were asked about their views on celebrity endorsement and the factors they rated as important for

celebrity endorsement specifically for beauty products.

3.3 DATA SOURCE

The data for the study is compiled mainly from the primary sources through a structured

questionnaire.

3.4 DATA COLLECTION METHOD

For the current study non probabilistic convenience sampling is used. Data is collected

from the people of Karachi.

3.5 SAMPLE SIZE

For the present study 150 respondents of above 18 age from the Karachi are selected.

This sample size is selected because it is believed to be adequate to give indicative views and

opinion of customers on celebrity endorsement. According to (Lofgren et al, 2011) large sample

is not a guarantee for representing the entire population.

3.6 TOOLS AND TECHNIQUES

The result of this study will be analyzed through regression analysis. The data is

processed through SPSS to get the results.

3.7 THEORITICAL FRAMEWORK

Multiple endorsed
products

Multiple celebrity
endorsement

Customer purchase
Celebrity’s credibility intention

Celebrity’s personality
 . 4. ANALYSIS

In this exploration the majority of the respondents in this examination were females and

the vast majority of which fall in the age of over 18 .In this part the information is dissected by

the two ways one is reliability of data is checked and second is the regression test is used to

check the connection between the factors.

4.1. RELIABILITY TEST

To check the consistency of questionnaire, reliability test had been run in the Statistical

Package for Social Sciences (SPSS). Reliability was measured of instrument in order to

recognize that whether the questions mentioned were reliable or not.

Reliability Statistics

Cronbach's Alpha N of Items

.872 26

The reliability was based on the questionnaires that contained 26 questions and was

consisted of 4 independent variables and 1 dependent variable. The value of Cranach’s alpha of

this study is 0.872 means 87.2%, which is acceptable.

4.2. REGRESSION

In this research regression test is applied to check the relation between the celebrity

endorsement and consumer buying behavior. Regression analysis emphasizes on the causal
relationship between independent (X) and dependent (Y) variables. The primary objective of

regression analysis is to explain the on average behavior of Y in relation to the X.

VARABLE B P Sig. R2

(Constant) 1.619 .000

SCE -.020 .899

.000b 0.243
SMP .617 .000

HCC .074 .504

HCP .111 .598

a. Dependent Variable: SPD

The results of Linear regression analysis indicate in that R square is 0.243 which shows

that total variation in consumer purchase intention brought by celebrity credibility & personality,

multiple celebrity endorsement, multiple endorsed products is about 24.3% which is not so

satisfactory. The reason for low R square might be because of smaller sample size and also

because of the low effect of independent variables. In standardized coefficients column the beta
coefficients are measured in standard deviation and sig=.000b indicates that the combination of

these variables significantly (p<.001) predicts the dependent variable. The column P indicates the

significance of the variables that indicate that there is a insignificance relation between the

celebrity credibility, celebrity personality, multiple celebrity endorsement and consumer

purchase intention but significant relationship between multiple endorsed products and customer

purchase intention.

Linear Regression Equation

y=a+bx

SPD =constant 0.709 + (-0.20+ 0.617+ 0.074+0.111) +E

5. CONCLUSION

The conclusion causes the reader to comprehend the idea and significance of why the

investigation should be conducted .A determination isn't just a synopsis of the vital subjects

encased or a re-phrase of your exploration issue, yet a blend of key focuses (C.R.Kothari).

5.1 CONCLUSIVE REMARKS

The following conclusive remarks are important in this study

We failed to reject the first null hypothesis and the results shows that there is

insignificant impact of multiple celebrities endorsement on customer purchase intention, this

may be due to multiple aspects like need of the product by customers as well as the quality of the

product etc. for example if customers need the product he/she may buy if he/she does not need
the product they would not buy the product secondly, according to (Erdogan and Baker, 2000)

there is a great chance of confusing consumers about the brand identity because customer’s may

focus on celebrities rather than the product Therefore, multiple celebrity endorsement does not

have significant impact on consumer’s purchase intention

The second null hypothesis of this study is rejected and the results show that there is

significant impact of multiple endorsed products on customer intention. If multiple products are

endorsed by same celebrity customer may perceive that the celebrity is famous and only

successful companies can hire that celebrity therefore, with this perception customers may

purchase those products.

We failed to reject third hypothesis that is there is insignificant impact of celebrity’s

credibility on customer’s purchase intention but research done about credibility supports the

theory that highly credible sources are more persuasive than less credible ones, but only under

certain conditions (Kunze, 2009)., this difference of results may be due to the fact that customers

may remain loyal with the respective products and celebrity’s credibility may not influence

customer purchase intention.

We failed to reject last hypothesis that is there is insignificant effect of celebrity's

personality on customer's purchase aim, this might be because of the way that Celebrity's

personality is not sufficient to impact the consumer decision alone but rather it also depends

on mark as well to establish its picture in the psyche of consumer which can make it possible

through offering quality product as per consumer's need. (Samreen lodhi, 2016)
5.2. RECOMMENDATIONS

The following recommendation should be taken into consideration by marketers in order

to be successful.

The marketers should focus more on different aspects of the products like need of the

product, quality of the product etc. as the results shown that there is not significant impact of

multiple celebrity endorsement on customer’s purchase intention. One should be careful in this

strategy to take care of the core brand values because there is a great chance of confusing

consumers about the brand identity because customer’s may focus on celebrities rather than the

product.

In order to avoid the confusion of multiple celebrity endorsement, managers who have

genuine reasons to use more than one celebrity for a particular campaign should make sure that

each and every celebrity possesses compatible meaning that are sought for brands

The companies should enhance the loyalty of the customers by offering them best

products instead of focusing on celebrities which are being endorsed for the products because if

the product is good loyalty of customers will be increased so, the customers will buy their

products whether those endorsed by celebrities or not.

5.3 FUTURE IMPLICATIONS

In this examination, we worked on just four variables however there are different

variables which can likewise be incorporated into future research to show signs of improvement

comes about on consumer purchase intention e.g. famous celebrities, name of celebrity, age of

celebrity, religion of celebrity and others. In addition, this exploration additionally use for some

other brand and could be utilized as a part of other nation. There are just reliability and linear
regression tests are connected; keeping in mind the end goal to showing signs of improvement

comes about there ought to be utilize more propel test like KMO Test, Bartletts Test and Path

Analysis and so on. Prescribe future specialists to set their sample size extensive so the outcomes

could be summed up to general populace.

6. BIBILOGRAPHY

bhagyashree h, sheth&sandipsolanki, dr. (2015). what is more effective? single celebrity verses

multiple celebrity: a study on relative effectiveness of both type of print advertisements on

consumers’ perception. international journal of research - granthaalayah. 3. 23-55.

carvalho, a. f. e. m. d. (2012). the effects of celebrity endorsement on consumers purchasing

intentions (doctoral dissertation).

Shukre, A., &Dugar, N. Effect of Celebrity Endorsements on Consumers’ Decision-Making

Processes: A Study of Television Advertisements for Selected FMCG Products.

Um, N. H. (2008). Exploring the effects of single vs. multiple products and multiple celebrity

endorsements. Journal of Management and Social Sciences, 4(2), 104-114.

Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and

celebrity credibility on consumer reaction to advertisements and brands. Journal of

advertising, 29(3), 43-54.

Ghani, U., &Kakakhel, T. (2011). The impact of celebrity endorsement on the youth of

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7. APPENDIX

Variables Entered/Removeda

Model Variables Entered Variables Removed Method

1 HCP, SMP, HCC, . Enter

SCEb

a. Dependent Variable: SPD

b. All requested variables entered.

 Model Summary

Std. Error of the

Model R R Square Adjusted R Square Estimate

1 .493a .243 .222 .69469

a. Predictors: (Constant), HCP, SMP, HCC, SCE

ANOVA

Model Sum of Squares df Mean Square F Sig.

1 Regression 22.259 4 5.565 11.531 .000b

Residual 69.494 144 .483

Total 91.753 148

a. Dependent Variable: SPD

b. Predictors: (Constant), HCP, SMP, HCC, SCE

Coefficientsa

Model Unstandardized Coefficients Standardized T Sig.

Coefficients
 B Std. Error Beta

1 (Constant) 1.619 .334 4.849 .000

SCE -.020 .161 -.017 -.127 .899

SMP .617 .139 .512 4.440 .000

HCC -.074 .110 -.078 -.670 .504

HCP .111 .211 .071 .529 .598

a. Dependent Variable: SPD

QUESTIONNAIRE

This survey focuses on “THE IMPACT OF CELBRITY ENDORSEMENT ON CUSTOMER”S PURCHASE

INTENTION’. Please spare a few minutes of your valuable time to answer this simple questionnaire.

Personal Information

Gender: Income:

1) Male 1) Under Rs.15,000

2) Female 2) Rs. 15,000 – 45,000

3) Rs. 45,000 – 75000

4)Rs. 75000-Onwards

Age:
3) Under 20

4) 20 – 30

5) 30 – 40

Neither

agree or
Questions Strongly Disagree Agree Strongly
disagree
Disagree Agree

PURCHASE DECISION

I often want to buy the beauty

products that are endorsed by the

celebrities

I have desire towards the beauty

product when an attractive celebrity

is used in an advertisement.

I stop using a beauty product if a

celebrity I don’t like is endorsed in

the ad

To make sure I buy a right beauty

product, I often observe what my

favourite celebrities are endorsing

Beauty products’ Brands are more

desirable to me when celebrity is

used in an advertisement

Beauty products that are advertised

with the celebrities are more

favourable to remember than those

with non-celebrities

Multiple Celebrities’ endorsement Strongly Disagree Neither Agree Strongly

agree or
Disagree Agree
disagree

The presence of more than one

celebrity in an advertisement makes

it appealing

The presence of more than one

celebrity in an advertisement makes

it convincing

more than one celebrity in an

advertisement makes it persuasive

More than one celebrity in an

advertisement makes it dynamic

More than one celebrity in an

advertisement makes me remember

the product
 Multiple endorsed products Neither

agree or
Strongly Disagree Agree Strongly
disagree
Disagree Agree

My opinion about the celebrity

changes because she endorses many

different products

When a single celebrity endorses so

many products, I can’t remember all

the endorsed products.

My level of trust about the celebrity

changes because she endorses more

than one brand in a short period of

time

My opinion about an advertisement

changes ,when I see same celebrity

endorsing many different products

It does not matter to me if same

celebrity endorses different products.

CLEBRITY’S CREDIBILITY Neither

(credibility means the quality of agree or

Strongly Disagree Agree Strongly
being trusted and believed in) disagree
disagree Agree
I prefer watching ads with loyal

celebrities

I prefer watching ads with honest

celebrities.

I prefer watching ads with reliable

celebrities

I prefer watching ads with confident

celebrities

I don’t care about the credibility of

celebrity.

CELEBRITY’S PERSONALITY

I prefer watching ad with the

celebrity having moral courage.

I prefer watching ad with the good

looking celebrity

I prefer watching ad with the

celebrity who is technically sound

I prefer watching ad with the

celebrity who can use his or her

knowledge effectively in its

Specialized area

I don’t care about the personality of

the celebrity