“Influence

“Influence of celebrity
of celebrity endorsement,
endorsement, brandand
brand recall recall
and brand loyalty on consumer purchase
intention”
brand loyalty on consumer purchase intention”
PROJECT
ARISHA KHAN (994-2019)
DUA IQBAL (978-2019)
ABDUL RAFAY (900-2019)
HASEEN JAWAID (498-2019)
AHMED RAZA QURESHI (898-2019)
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

Contents
CHAPTER 1: INTRODUCTION..................................................................................................................1
1.1 “Introduction”........................................................................................................................1
1.2 “Background of the study”.....................................................................................................2
1.3 “Problem statement”..............................................................................................................4
1.4 “Research objectives”............................................................................................................5
1.5 “Research questions”.............................................................................................................5
1.6 “Contribution/Significance of the research study”.................................................................6
1.7 “Scope of the study”..............................................................................................................6
1.8 “Organization of the research study”.....................................................................................6
1.9 “Summary”............................................................................................................................7
CHAPTER 2 LITERATURE REVIEW...........................................................................................................8
2.1. INTRODUCTION.....................................................................................................................8
2.2. THEORY...................................................................................................................................9
1. “Social Learning Theory”......................................................................................................9
2. “Social Learning Theory on influencers”.............................................................................10
a. Discussion of the variables..........................................................................................................10
“Celebrity endorsers”......................................................................................................................10
“Brand recall”..................................................................................................................................10
“Brand loyalty”................................................................................................................................11
“Brand recall and purchase intention”.............................................................................................12
“Brand loyalty and purchase intention”...........................................................................................12
“Celebrity endorser and purchase intention”...................................................................................13
b. Gaps in the literature...................................................................................................................13
2.6 Summary.................................................................................................................................14
CHAPTER 3: METHODOLOGY..............................................................................................................15
3.1 INTRODUCTION....................................................................................................................15
3.2 RESEARCH DESIGN...............................................................................................................16
3.3 RESEARCH STRATEGY...........................................................................................................17
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

3.4 RESEARCH APPROACH.........................................................................................................17

3.5 DATA AND SAMPLINF FRAMEWORK....................................................................................18
3.6.2 SAMPLING DESIGN..................................................................................................19
3.6.3 SELECTION CRITERIA............................................................................................19
3.6.4 POPULATION AND SAMPLE SELECTED..............................................................20
3.6.5 SAMPLING TECHNIQUE.........................................................................................20
3.7 QUESTIONNAIRE DESIGN.....................................................................................................20
3.8 DATA COLLECTION...............................................................................................................21
3.8.1 DATA SCREENING...................................................................................................21
3.9 STATISTICAL MODELS...........................................................................................................22
3.10.1 DESCRIPTIVE ANALYSIS.......................................................................................22
3.12 SUMMARY...........................................................................................................................22
3.13 ETHICAL ISSUES IN DATA COLLECTION.................................................................................23
CHAPTER 4: DATA ANALYSIS AND DISCUSSION...................................................................................24
4.1 DEMOGRAPHIC ANALYSIS:...............................................................................................24
 Gender.................................................................................................................................24
.....................................................................................................................................................24
 Age:......................................................................................................................................24
.....................................................................................................................................................25
4.2 DESCRIPTIVE ANALYSIS........................................................................................................25
4.3 Measurement Instruments:...........................................................................................................25
4.4 Coefficient:...............................................................................................................................27
4.5 Model Summary:...........................................................................................................................27
CHAPTER 5: CONCLUSION AND RECOMENDATION.............................................................................27
5.1. Introduction..................................................................................................................................27
5.2. Summary of the methodology......................................................................................................28
5.3. Summary of the main findings......................................................................................................28
5.4. Implication of the study................................................................................................................29
5.5. Limitation of the study..................................................................................................................29
5.6. Suggestions for future research....................................................................................................29
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

CHAPTER 6: REFERENCES.....................................................................................................................31
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

CHAPTER 1: INTRODUCTION
1.1 “Introduction”

There are a number of social media platforms which are mostly used by the consumers. The

most popular ones are Instagram, Face book and Twitter. According to the previously

conducted researches, 70% of the data collected by the consumers is from social media which

plays a great role in influencing their purchase attitudes and behaviors. Marketers and brands

in today's world continuously searching for innovative techniques to target the potential

customers in the most effective way and social media is one of them. Social influencer

marketing is one of the latest techniques used by the marketers for increasing their

profitability and awareness (Colliander & Dahlén, 2019).

Celebrities on social media also known as third party endorsers, plays a vital role in the

overall advertising field. Previously, these endorsers were explored a lot in the field of

advertising particularly in the field of creating attention among the consumers and expand the

usage of social media coverage for the profit of businesses. This study is a bit different and

expanded forward. This research thesis will investigate the effectiveness of these influences

by finding the impact of celebrity endorsers and their impact on the purchase intention of the

consumers which plays a great role in shaping the consumer behavior (Jean, Rozaini, Radzol,

& Hwa, 2017). This research paper will particularly focus on the consumers clothing

products and will compare the impact of celebrity endorsers on the consumer purchase

intentions. The influencer; as mentioned before plays a vital role and have the power to

1
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

impact the overall attitude of the consumers with the help of its positive as well as negative

messages in the form of content for the viewers (Trivedi & Sama, 2019).

The study on the endorsers is understudied whereas these celebrities play a great role in

shaping the behavior of consumers. It is very crucial in today’s scenario to find the factor that

could maintain relationships among the brand and the consumers (Godey, Manthiou,

Pederzoli, & Rokka, 2016).

The study on the influences is very important in today's scenario where the objective of the

marketers is solely to develop the emotional relationship with its consumer for ensuring

brand loyalty and earning profits for short and long period of time. The endorser tries to

induce the message of the brand to the consumers with the help of great content,

attractiveness and special strategies. But the effectiveness of the endorsers is with the

product, therefore choosing the best celebrity that could suit the personality of the brand is a

great challenge for marketers (Fernandes, 2018).

Celebrity endorsers play a great role in creating brand purchase intention in the minds of

consumers. “Hence this research study will observe the impact of celebrities, brand recall and

brand loyalty and their impact on the purchase intention (Lou & Yuan, 2019).”

1.2 “Background of the study”

The study on the influencers is understudied whereas these influencers play a great

role in shaping the behavior of consumers. It is very crucial in today’s scenario to find the

factor that could maintain relationships among the brand and the consumers (Godey,

Manthiou, Pederzoli, & Rokka, 2016).

2
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

The study on the influences is very important in today's scenario where the objective

of the marketers is solely to develop the emotional relationship with its consumer for

ensuring brand loyalty and earning profits for short and long period of time. The endorser

tries to induce the message of the brand to the consumers with the help of great content and

special strategies. But the effectiveness of the Indus valley is with the product, therefore

choosing the best influencer that could suit the personality of the brand is a great challenge

for marketers (Fernandes, 2018).

Influencers play a great role in creating brand purchase intention in the minds of

consumers. “Hence this research study will observe the comparative impact of expert social

media influencers as compared to the attractive celebrity influencer and their impact on the

purchase intention with the help of brand recall and loyalty created in the minds of consumers

by the powerful messages of the influencers (Lou & Yuan, 2019).” Social media is known as

effective marketing strategies in today competitive world. Especially influential marketing is

gaining a lot of importance stand is considered as the most effective communicating strategy.

The third party endorsers use that social network fan following for marketing the company's

product (Bandura & Walters, 2013). The influential has the potential to alter the consumer’s

choices by posting the review for posting the blog about the new merchandise or new product

or service with the aim to circulate the information to the potential customers. In today's

world more than 60% of the people prefer the recommendation of these influences while

purchasing the products (Jean, Rozaini, Radzol, & Hwa, 2017). The reputation and

personality of the influences also plays an important role in altering the customer’s decision.

Now the influences are of many types. For this research we have selected to type of

3
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

influencers and they are celebrity influencers and expert influencers. Their credibility as well

as attractiveness plays an important role in Alton the consumer purchase intentions which

could also create brand recall and brand loyalty in the minds of customers those results in

purchase intention. All these brand attributes are connected together and have a relationship

over one another (Fernandes, 2018).

This research will contribute to the literature of consumer behaviour related to the

influencer marketing and purchase intention. With the context of Pakistan there are very

limited studies that have been explored. This study will provide the marketers an idea for

selecting influencer marketing to impact the Purchase intention of the consumers (Lou &

Yuan, 2019). The influencer marketing is gaining importance across the globe; suggest study

is an attempt to confirm the role played by the influencer for the creation of recall and loyalty

which leads to purchase intention.

1.3 “Problem statement”

The way people shop has changed over decades. Previously consumers used to visit

the physical stores for buying the products and believe on the recommendation of the story

keepers. However in the recent times, assistance of the store keepers have been replaced by

the recommendation of the social media specially influencers. Nowadays social media is

considered as a very important source to alter the consumer behavior and interaction between

consumers and brands (Jean, Rozaini, Radzol, & Hwa, 2017). With the help of social media,

brand and buyers interact directly or indirectly with each other. The consumers of the product

are properly utilising the technology of social media which is leaving imperative impact on

their shopping behaviour and purchase intentions. With the help of the social media and

4
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

electronic technology, the consumers are converting into the potential buyers which are a

very good sign for the businesses (Aaker & Joachimsthaler, 2017). This is a very important

research topic and with the help of this research we could analyze why the consumers are

focusing more over the social media platforms for getting recommendation from the

consumers to change their purchase intentions. Previously a lot of studies have tried to

measure the influence of marketing through consumer behaviour (Trivedi & Sama, 2019).

From an academic perspective they are very limited studies that have attempted to compare

the efficiency of the two in endorsers and their impact on the purchase intention (Jean,

Rozaini, Radzol, & Hwa, 2017). This research study would be an additional attempt to add

valuable literature to the existing literature. The impact of the marketing through establishing

“the consumer brand relationship” is also understudied. This research study would solve the

problem of the lack of literature within the context of Pakistan and the clothing domain.

1.4 “Research objectives”

The objectives of the research are the following:

 “To determine the impact of celebrity influencer on purchase intention.”

 “To determine the impact of brand recall on purchase intention.”

 “To determine the impact of brand loyalty on purchase intention.”

1.5 “Research questions”

These are following research questions prepared for the thesis.

 “What is the impact of celebrity endorsement on consumer purchase intention?”

 “What is the impact of brand recall on consumer purchase intention?”

5
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

 “What is the impact of brand loyalty on consumer purchase intention?”

1.6 “Contribution/Significance of the research study”

The research will create an understanding of celebrity endorsers as a powerful

marketing tactic by brands though finding their impact on brand purchase intention. Purchase

intention is a marketing tool that is derived by the influencer's opinions in order to make

strategies to target markets and earn the business share. “This study will provide a

comprehensive understanding of the influencer and their impact on purchase intention also

will analyze the impact of brand recall and brand loyalty on consumer purchase intention

1.7 “Scope of the study”

This study is conducted to find out the relationship between the consumer intention

and the brand variables. The study would be limited to the contacts of Karachi Pakistan and

would be beneficial for industries and marketers for maximizing their market share by

minimizing the cost. With the help of brand influences and the band trait traits, the marketers

could understand the most effective way to create an impact on the Purchase intention of the

consumer which is the vital aim of the business.

1.8 “Organization of the research study”

The research is conducted with the objective “to find the impact of social media

influencers, brand recall and brand loyalty and their impact on the purchase intention of

consumers.” The study is structured in chapters starting from introduction to literature review

with conceptualized model, the methodology and the data collection and analysis and finally

the testing of hypothesis to draw valuable contribution to the existing literature.

6
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

1.9 “Summary”

Due to the bombardment of advertisements, the businesses are not able to communicate

effectively with its consumer that's why they use celebrity endorsement strategy. Celebrity

endorsement creates a great impact purchase intention. On the same hand, the brand loyalty

and brand recall enhances the Purchase intention. Nowadays companies are using celebrity

endorsement strategy for creating positive attitudes and stimulating the Purchase intention of

the consumer. Celebrities are considered as the well-recognized personalities and there

communicated message creates a long lasting impact on the consumer creating the brand

loyalty and brand recalls which results in the Purchase intention. Marketing through the

celebrity endorsement is increasing with a great speed and impacting on the consumer

behavior. It is a major challenge for brands to choose the influencer because they act as a

third party interested to create an impact on the consumer buying behaviour.

This study is related to the influences and their impact on the Purchase intention. The study is

very vital in today's scenario when the competition is very tough and the objective of

marketers is to develop the relationship between the consumer for maintaining stability and

earning revenues in the short and long-term. The marketing through the influencer is one of

the smartest techniques adopted by the marketers these days this is most effective. This study

is conducted to find out the impact of the brand influencers on purchase intention.

7
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

CHAPTER 2 LITERATURE REVIEW

2.1. INTRODUCTION

The literature review is very important chapter from the research point of view. It provides a

comprehensive analysis of all the variables and the relationship between them. In our

research there are five variables in total. The dependent variable is the Purchase intention

where as the independent variable is celebrity endorsement. There are two mediators named

as brand recall and brand loyalty ware as one moderator that is meaning transfer. The strong

relationship between the brand and the consumer always result in higher productivity and

sales and lower price sensitivity. The strength of the relationship results in brand loyalty and

brand recall of the consumers (Aaker & Joachimsthaler, The Brand Relationship Spectrum:

The Key to the Brand Architecture Challenge, 2000). The strong relationship between the

brand and consumer is created with the help of influencers these days who are also known as

third party in doses and also referred as source (Wang & Chu, 2012). However, there are a lot

of opinions about the effectiveness of the influences in previous researches. This research

will look upon the influences that are present over social media who are acting as the third

party in doses and are using the social channels to develop public attitudes and behavior

towards the product. There are few researchers that have worked towards the attractiveness of

these influence, and their impact on the creation of the strong relationships between brand

and the consumers (Jean, Rozaini, Radzol, & Hwa, 2017). The efficiency and effectiveness of

the influences depends upon their personality and the product that has been endorsed by them

(Lou & Yuan, 2019).

8
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

2.2. THEORY

This study is based upon two theories discussed below.

1. “Social Learning Theory”

Social learning theory is the theory that has been created by (Bandura & Walters, Social

learning and personality development., 2013), with the objective to analyze the socialization

agents that influences the behavior of the consumers as well as their perception. According to

this theory a consumer device motivation and develops attitude from the agents directly or

indirectly by the interaction

According to (Bandura & Walters, Social learning and personality development., 2013)

statement,

“Learning would be exceedingly laborious, not to mention hazardous, if people had to rely

solely on the effects of their own actions to inform them what to do. Fortunately, most human

behavior is learned observationally through modeling: from observing others one forms an

idea of how new behaviors are performed, and on later occasions this coded information

serves as a guide for action.”

This theory also justifies the behavior of the consumer based upon the factors that is

influencing them. This theory has been widely used by the researchers in order to prepare the

framework for understanding the influences and their impact on the consumer behavior..

The social learning theory proves the relationship between the dependent and independent

variables. According to this theory the behavior of the consumers also includes purchase

intention is backed up by the socialization agents such as celebrity endorsers.

9
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

2. “Social Learning Theory on influencers”

The social learning theory has been applied by (Jean, Rozaini, Radzol, & Hwa, 2017) to

understand the influencer endorsement. The objective and the study were to find out the

successful factors of the celebrity endorsement to measure the power of influences and its

impact on the intentions of the consumers. However out of four factors two factors product

matchup and the meaning transfer was accepted by the researcher.

a. Discussion of the variables

The variables are discussed as under

“Celebrity endorsers”

According to the study conducted by (Freberg, Graham, & McGaughey, 2011),the celebrity

endorsers are considered unique third party in doses who are using their fan following on the

digital media platforms in order to shape the behavior of the consumers and their attitudes

(Apejoye, 2013). There are few relationships who are observing on the impact of these

influences over the relationship between consumers and brands (Lou & Yuan, 2019). The

efficiency of the type of endorsement depends upon the personality of the inductors as well as

the product that has been endorsed by them (Vernam, Cauberghe, & Hudders, 2017).

“Brand recall”

Brand recall is the attribute of the brand which shows how frequent is the brand name we

called by the consumer in the category of products he is going to distinguish that particular

brand with the help of brand recognition (Adis & Kim, 2013). Brand recall plays important

role in attracting more and more customers towards the brand so that they could buy the

10
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

brand more frequently and repeatedly (Alba & Chattopadhyay, 2015). Brand recall also helps

to build the social trust and strengthen the relationship between the brand and the consumers

(Vernam, Cauberghe, & Hudders, 2017).

“Brand loyalty”

Brand loyalty is basically the social interaction of the consumers and their consistent attitude

towards the brand (Colliander & Dahlén, Following the Fashionable Friend: The Power of

Social Media, 2011). The loyal customers are able to develop emotional attachments with the

influencer that could leave significant impact on his or her loyal behavior (Loroz & Braig,

2015). Consumers desire to develop the relationship between the influencer and the brand

that has been influenced by them only if they have emotional attachment with the influencer

that could develop loyalty towards the brand (Malik, Ghafoor, Iqbal, Usman Riaz, &

Shahbaz, 2013). However if the marketer wants to make his consumers loyal, he must focus

on the influencers who has the ability to develop emotional attachment with the brands

(Balakrishnan, Dahnil, & JiunnYi, 2013).

The conceptual framework is as under

INDEPENDENT VARIABLE DEPENDENT VARIABLE

11
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

PURCHASE INTENTION
CELEBRITY
ENDOSEMENT

BRAND RECALL

BRAND LOYALTY

Hypothesis development

“Brand recall and purchase intention”

According to (Lou & Yuan, 2019), brand recall positively e is in relationship with the

Purchase intention of the consumers. Brand recall influences the overall behavior of the

consumers and alters the buying behavior process (Jean, Rozaini, Radzol, & Hwa, 2017).

“Brand loyalty and purchase intention”

Brand loyalty is the attitude of the consumer that forces them to purchase a brand repetitively.

When individual is loyal towards the brand he gets preference to that particular brand or the

other (A, Pangestu, Fitriansyah, Surapati, & Mahsyar, 2020) . According to the behavior

patterns of the consumers, they are most likely to buy the product from the company that has

tried the best to develop a trusting relationship with the consumers. Within the brand loyalty

there are two other terms known as behavioral and attitudinal loyalty. The higher the brand

12
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

loyalty, the higher the brand trust and the higher the purchase intention. Brand loyalty is very

critical ant is a great role in the consumer behavior as it develops motivation in the minds of

consumer to buy the brand in the future (Choosringam, 2020).

“Celebrity endorser and purchase intention”

Celebrity endorser has the tendency to impact the consumer behavior according to one school

of thought (Jean, Rozaini, Radzol, & Hwa, 2017). The second school of thought is in the

favor of the attractive celebrity and his influence that is significantly likely to impact the

behavior of the consumer (A, Pangestu, Fitriansyah, Surapati, & Mahsyar, 2020).

By keeping in view the relationships between the variables, the following hypothesis is

prepared:

“H1: Celebrity endorsement has an impact on buyers purchase intention.”

“H2: Brand recall has an impact on buyers purchase intention.”

“H3: Brand loyalty has an impact on buyers purchase intention.”

b. Gaps in the literature

It is very vital to find out the role played by the celebrity endorser in order to communicate

the brand message to the consumer. This study is going to be the first study focusing on the

impact of influencer marketing on the perception of the consumers in the clothing industry.

There are researches conducted by the researchers in the same domain but there were a few

limitations that would be covered by this research. The gaps are as under

13
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

 The previous researchers are drawn from the millennium and have not focused on all

consumer cohorts living in the largely populated country like Pakistan.

 The second limitation was the industry that has never focused on the clothing

products. However, this study would focus on the clothing industry.

 Previous studies have not focused on the behavior on the moderators like gender and

higher income groups and have focused on the overall generation z as the online

shoppers. This study would specifically focus on females who are more likely to

spend their time following the influences and getting attached and attracted to them.

 Previous studies have not focus upon the brand loyalty and recall.

This study will try to fulfill these gaps by providing extended analysis

2.6 Summary

Social media is known as effective marketing strategies in today competitive world.

Especially influential marketing is gaining a lot of importance stand is considered as the most

effective communicating strategy (Liu, Shao, Tang, & Fan, 2019). The third party endorsers

use that social network fan following for marketing the company's product (Bandura &

Walters, Social learning and personality development., 2013). This research has contributed

to the literature of consumer behavior related to the influencer marketing and purchase

intention. The research is based on social learning theory that supports our conceptual

framework. The variables that are used in this research are celebrity endorsement which is

our independent variable, brand recall and brand loyalty which is the mediating variables,

meaning transfer which is the moderating variable and the Purchase intention is the

14
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

dependent variable. Four hypotheses are drawn by keeping in mind the relationship between

these variables. This study is trying to fill the gap within the existing research and would try

to present the meaningful data to the researchers and the marketers for determining the

influence of celebrity endorsement on brand recall brand loyalty and customer intention for

generating revenues.

CHAPTER 3: METHODOLOGY
3.1 INTRODUCTION

The chapter of my research thesis is the research methodology which is combined

with the help of a few important aspects that are integrated together for conducting my

research study. The aspects include the research design, philosophy, approach, strategy,

design and finally the instrument to carry out the research analysis. This chapter also includes

ethical consideration for this research thesis.

Research methods are basically different procedures and schemes which are used in

the research by the researcher during the research study. The research methodology is

planned and also scientific. It consists of theoretical procedures and techniques including the

statistical approaches (Chawla & Sodhi, 2011). The research methodology allows the

researcher to collect the sample, write down the data and find the solution to the discussed

15
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

problem. The overall research methodology is basically a systematic way to find the solution

for the given problem. It is also referred to as a science of studying how the research will be

carried out by the researcher. This chapter essentially includes the procedures that are used by

the researcher for this study. It is also known as the study of methods by which the

knowledge is gained. The objective of the research methodology is to provide the objective

and the work plan of the overall research (Singh, 2006).

3.2 RESEARCH DESIGN

The research design is basically the framework of the methods and techniques used in

the research by the researcher. The design selected by the researcher explains the type and the

subtype of the research. The types of research include experimental research, survey research,

correlation research, semi-experimental research and also the review research. The types of

research designs are divided into subtypes including experimental design and descriptive

researches (Kothari, 2004)

This research is basically the descriptive research which is associated to the objective

of accurately and systematically describes a situation under the specific circumstances.

The data has gathered information with the help of a questionnaire which includes

questions related to the demographics and the variables. The data for this research has been

collected using the digital forms that are Google forms with the objective of avoiding the

logistics barriers. Not just the questionnaire but the data is also collected from the literature

that has been used by the previous researchers with a similar approach and concern.

16
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

3.3 RESEARCH STRATEGY

The research strategy is a step-by-step plan that allows the researcher to find a road

map of its thoughts and efforts systematically and casual things accordingly for achieving

quality and efficient results and reporting. The research design is very important in order to

produce the essential and efficient data. The research strategy provides systematic

management to the research. The four main types of research strategy are case study,

qualitative study, quantitative survey and action-oriented research (Singh, 2006).

The research strategy for research by the researcher is selected on the basis of the framework

he has designed to carry out its research. For this research, quantitative approach is used.

3.4 RESEARCH APPROACH

The research approach is also the plan and procedure that is required to carry out the

research. It is a step-by-step plan and detailed methods from the collection of data to the

interpretation. There are two types of research approaches deductive and inductive (Fridah,

2002). The deductive approach is used in researches that are associated with the scientific

investigation. It is based upon the literature review of other scientists and their theories. The

researcher studies what others have done and then tests the hypothesis he had emerged from

those theories. Whereas the inductive research which is also considered inductive reasoning

is based on the observation, which is then resulted in the theories as a result of that

observation (Amaratunga, Baldry, Sarshar, & Newton, 2002).

17
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

However, for this research deductive approach will be used. The theories will be

extracted from the literature of the researchers and data from the respondents. This type of

research uses statistical data to test the hypothesis drawn. The deductive approach tests the

existing theories and tries to integrate it with the latest data.

3.5 DATA AND SAMPLINF FRAMEWORK

Data collection is very important to conduct the research and find the solution to the

required problem with the help of authentic and relevant sources. The data collection and

analysis help the researcher to test the hypothesis to produce efficient results. Data collection

is basically the process of gathering the required data and measure them using different

software and analysis tool to answer the stated research questions and test the hypothesis to

produce positive outcomes. The data is basically of two types; primary data and the

secondary data. Primary data is the data that is gathered by the researcher directly from

sources for example surveys, on the other side secondary data is the data that has already

been collected by a previous author for his research and is available over the internet or any

other source (Brown, 2001).

The data for this thesis is collected using the integration of both methods discussed

above. The primary data is collected with the help of questionnaires distributed across the

concerned network using Google forms. By keeping in mind the current COVID situation,

Google forms considered the most suitable option. The questionnaire was basically a self-

administered and adapted from the literature of the authentic journals available across the

internet. For this research, internet-mediated questionnaires were used by keeping in mind the

18
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

restrictions imposed due to COVID. For designing the questionnaire, the proper technique

was utilized.

This search is based upon both primary and secondary data (Brown, 2001). Primary

data is collected from the target audience whereas the secondary data is adapted from the

research articles. For the collection of data deductive approach that is questionnaires is used

which is divided into multiple parts. Each part belongs to each variable. The analysis of the

data for this research is done by using the statistical tool SPSS, as this tool helps the

researcher to find out every possible outcome to every aspect of the research.

3.6.2 SAMPLING DESIGN

A research sample is basically the group of people or items that are drawn or

extracted from a larger population in order to measure the research. The sample is the

representation of the overall population. It is also known as the subset of a larger population.

Sampling is to select the group from which the research is going to collect the data for the

research (Fridah, 2002).

3.6.3 SELECTION CRITERIA

There are no specific criteria set for the respondents; however, the respondents must

be a corporate person working in the corporate organization who could provide valuable

feedback to carry out the research.

19
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

3.6.4 POPULATION AND SAMPLE SELECTED

Selecting the sample is very important for research as the sampling technique ensures

and motivates the researcher for focusing on a certain sample and collects the data from them

only. There are two different sampling techniques during probability and no probability. For

this research thesis, the non-probability sample is used. Our population number is 300 and in

which responses are received is from 218 peoples through questionnaire responses.

3.6.5 SAMPLING TECHNIQUE

A sampling technique is the identification of the process to collect the sample for

processing the research. “There are mainly six types of sampling techniques including

random sampling, systematic sampling, stratified sampling, convenience, quota and snowball

sampling.” However, for this research non probability sampling method is used within which

all the members of the population have any equal chance of participating and presenting their

viewpoint for the study (Fridah, 2002). Non probability sampling technique is used which is

considered the most cost and time-effective.

3.7 QUESTIONNAIRE DESIGN

The questionnaire is very important for conducting a research analysis. Research and

analysis also compiled a questionnaire full of questions that are valid and reliable.

20
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

3.8 DATA COLLECTION

The primary data for this research is collected with the help of a questionnaire which

is circulated through the internet. There are many other ways that include the printed

questionnaire but by keeping in mind the current COVID situation, the circulation through

Google forms was considered the most appropriate one. The questionnaire selected for this

research for self-administered and adapted from the research literature from the authentic

journals. However, the question allowed the respondents to answer without any force or

hesitation as their confidentiality was the first priority. While designing the questionnaire a

proper technique was adapted. This research is based upon primary as well as secondary data

(Brown, 2001). The primary data was collected from the respondents whereas the secondary

data was found from the literature available in the authentic journals. For collecting the data,

the deductive approach is used. The question is divided into five parts within which the first

part belongs to the demographics whereas other parts belong to variables. The analysis of the

collected data was conducted with the help of the statistical tool SPSS which is considered

the best tool to look at every aspect of the research.

3.8.1 DATA SCREENING

Data screening is a very essential part of the methodology chapter which tests the data

with the help of SPSS without even testing the overall data. The screen of the data is a

technique that ensures that the type of data its normality is correct and without the missing

values (Singh, 2006). The screening ensures that the data is selected data is clean and ready to

21
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

go under any statistical instrument. Data screening is done by the researcher in order to

achieve satisfaction and to prove the validity, the usability and the reliability of the data.

3.9 STATISTICAL MODELS

Statistical analysis is very important in conducting the research. The selection of the

correct research analysis helps to produce positive outcomes and determine the relationship

between the variables (Goddard & Melville, 2004). For this research descriptive analysis is

used followed by Pearson correlation, regression an analysis of the variance.

3.10.1 DESCRIPTIVE ANALYSIS

This is one of the most important analysis tools used in the research by the researcher and

plays a vital role in conducting the statistical analysis. Descriptive analysis basically

presents the idea about the data collection and helps the researcher to find the relationship

among its variables. There are many types of descriptive statistics including measures of

frequency, Central tendency, dispersion or variation of the measures of the position (Kothari,

2004).

3.12 SUMMARY

The methodology chapter's objective is to write down all the research methods that

are used by the researcher. All the process starting from the data collection to the hypothesis

testing is written down (Chawla & Sodhi, 2011). It holds a great importance in the research as

the methodology is able to control the data and maintains the relationship between the

selected variables (Kothari, 2004).

22
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

3.13 ETHICAL ISSUES IN DATA COLLECTION

As being researcher, it is essential to prove that the research is not biased in any way

A and b variables that are selected are adapted from the authentic journals. The literature that

has been selected is also without pleasure is in and written according to the need of the paper.

I also ensure that the data that has been selected in not be used for any other purposes and the

confidentiality will be maintained. As a researcher, I also state that the research is impartial.

CHAPTER 4: DATA ANALYSIS AND DISCUSSION

4.1 DEMOGRAPHIC ANALYSIS:

Gender:

Research conducted through questionnaire distributed online through different ratio. Total 217

respondents were collected from different resources. Statistical Observation Concluded that 55.3%

questions were responded by females. Ratio of male’s respondent were about 44.7% collectively.

23
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

Age:

Research Conducted through questionnaire from different means collectively respondents age

brackets were around in majority by age group of (20-35) 80.2% afterwards the second most

respondents were of the age figured out at (30-35) 15.7%

of total

respondent’s weightage.

24
“Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

4.1 DESCRIPTIVE ANALYSIS: The study utilised the positivist paradigm, a

philosophy that is of the view that knowledge stems from human experience. A

quantitative research approach was adopted for this study whereby a 20-question

survey was self-administered. Simple random sampling, a form of probability

sampling was adopted in selecting participants with the sole purpose of providing

every unit within the population an equal chance to be sampled.

CRONBANCH’S NO. OF ITEMS

ALPHA

.947 20

4.2 Measurement Instruments:

The research constructs were adapted from prior studies of the same research area.

Adequate adaptations were made to the research constructs so as to accommodate the

current study’s context and purpose. A five-item Likert scale anchored by 1= strongly agree

to 5= strongly disagree.

25
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

ANOVA

Model Unstandardized Coefficients Standardized t Sig.

Coefficients

B Std. Error Beta

(Constant) .212 .072 2.933 .004

celebrity
.069 .040 .095 1.753 .081
1 endorsement

Brand loyalty .276 .060 .301 4.597 < 0.001

Brand recall .507 .057 .520 8.968 < 0.001

a. Dependent Variable: Purchase Intention

The above table (coefficient table) gives the important information for predicting the variables.
Moreover, the above table is also determining that either an independent variable is contributing
significantly to the model by seeing the p value or the sig value. Based on the table mentioned
above, it can be concluded that celebrity endorsement has an impact on the purchase intention. In
addition to this, Brand Loyalty is another construct that is found to be significant because of the sig
value which is less than 0.004. It means that brand loyalty impacts purchase intention negatively.

From the table above, it is depicted that the factor of Brand recall is also found to be significant as
the sig value is found to be <0.001 which shows that results are significant, and it can be concluded
that the Brand recall also creates an impact on the purchase intention.

26
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

4.4Coefficient:
Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) .212 .072 2.933 .004
Celebrity .069 .040 .095 1.753 .081
Endorsement
Brand loyalty .276 .060 .301 4.597 <.001
Brand Recall .507 .057 .520 8.968 <.001

4.5 Model Summary:

Model R R Square Adjusted R Std. Error of Durbin-
Square the Estimate Watson
1 .846 .716 .712 .38538 1.501

“H1: Celebrity endorsement has an impact on buyers purchase intention.” The .846** is the
correlation value which shows that there is a strong and significant positive relationship between
brand loyalty and Celebrity Endorsement.

“H2: Brand recall has an impact on buyers purchase intention.” The .716** is the correlation value
which shows that there is a strong and significant positive relationship between Brand Recall and
Celebrity Endorsement. Since it's clearly observed that the significant relationship between brand
loyalty and brand recall impacts on celebrity endorsements. Therefore, Hypothesis are accepted.

CHAPTER 5: CONCLUSION AND RECOMENDATION

5.1. Introduction
Purchase intention is the willingness of a customer to buy a certain product or a
certain service. It refers to the customer’s attitude towards a specific purchasing behavior and
the customer is degree of willingness to pay. Customer intention plays an important role in
measuring the consumer buying behavior as it is the concept that is used by marketing
managers as an input for making decisions about new and existing products to the customers.
Purchase intention of the consumers is correlated with the sales of the company. Online

27
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

purchase intention is the construct that gives the strength of the customer intention to
purchase online. This report is an attempt to find out the impact on consumer purchase
intention.

5.2. Summary of the methodology

The methodology chapter's objective is to write down all the research methods that
are used by the researcher. All the process starting from the data collection to the hypothesis
testing is written down (Balakrishnan, Dahnil, & JiunnYi, 2013). It holds a great importance
in the research as the methodology is able to control the data and maintains the relationship
between the selected variables (Colliander & Dahlén, Following the Fashionable Friend: The
Power of Social Media, 2011). The research strategy for research by the researcher is selected
on the basis of the framework he has designed to carry out its research. For this research,
quantitative approach is used. The data for this research has been collected using the digital
forms that are Google forms with the objective of avoiding the logistics barriers. Not just the
questionnaire but the data is also collected from the literature that has been used by the
previous researchers with a similar approach and concern. For this research deductive
approach is used. The theories are extracted from the literature of the researchers and data
from the respondents. This type of research uses statistical data to test the hypothesis drawn.
The deductive approach tests the existing theories and tries to integrate it with the latest data.
The collected data is analyzed using SPSS software to find out the research objectives and to
test the hypothesis.

5.3. Summary of the main findings

According to this dissertation there are three factors that create an impact on the
customer purchase intention including the brand recall, brand loyalty and celebrity
endorsement. Brand recall is the likelihood of instant collection of a name of brand by a
consumer when prompted with a product service or any other association. Brand loyalty is a
positive association consumer attached to a particular product or brand. Celebrity

28
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

endorsement is an agreement between an individual who enjoys public recognition in order to

promote the brand.

5.4. Implication of the study

Celebrity endorsement is very important for a brand and acts as a promotional tool
that boosts brand awareness. It is playing a greater role in building the credibility and making
tremendous efforts to expose the brand to the market. The benefits of using celebrity
endorsement are that it helps the brand to build equity and increase the consumer’s
remembrance. Celebrity endorsement influences the consumers purchasing decisions and
plays a significant role in altering the purchasing habits of consumers. As far as brand recall
is concerned it helps the brand from memory given to the product category to the entire
situation. It helps the consumers to focus and differentiate the brand from other brands.

5.5. Limitation of the study

This study is limited to the low number of responses which is taken from what up
online groups. However, for future the data must be gathered from a large audience to find
out more accurate results.

5.6. Suggestions for future research

However, for the future is recommended to further find out the impact of celebrity
endorsement and its sub branches to find out the impact on consumer purchase intention.
Consumer purchase intention is a very vast field and must be analyzed in detail to help the
companies to find out meaningful answers. It is recommended for the future to work on the
subcategories of celebrity endorsement so that the branch could benefit by analyzing the
importance of celebrity endorsement for creating consumer purchase intention.

Purchase intention is the willingness of a customer to buy a certain product or a

certain service. It refers to the customer’s attitude towards a specific purchasing behavior and
the customer is degree of willingness to pay. Customer intention plays an important role in
measuring the consumer buying behavior as it is the concept that is used by marketing

29
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

managers as a input for making decisions about new and existing products to the customers.
Purchase intention of the consumers is correlated with the sales of the company. Online
purchase intention is the construct that gives the strength of the customer intention to
purchase online.

According to this dissertation there are three factors that create an impact on the
customer purchase intention including the brand recall brand loyalty and celebrity
endorsement. Brand recall is the likelihood of instant collection of a name of brand by a
consumer when prompted with a product service or any other association. Brand loyalty is a
positive association consumer attached to a particular product or brand. Celebrity
endorsement is an agreement between an individual who enjoys public recognition in order to
promote the brand.

According to the previous studies, there se relationship between brand recall brand
loyalty celebrity endorsement and consumer purchase intention. The literature supports this
relationship but according to our analysis it has been proved that there is no relationship
between brand loyalty and purchase intention and meaning transfer and purchase intention.
The relationship that is supported by our analysis is that the brand recall has a positive and
significant impact on purchase intention and celebrity endorsement has a positive and
significant impact on purchase intention. From our study it has been found that brand recall,
brand loyalty and celebrity endorsement impacts the Purchase intention. Celebrity
endorsement is very important for a brand and acts as a promotional tool that boosts brand
awareness. Social media is playing a greater role in building the credibility and making
tremendous efforts to expose the brand to the market. The benefits of using celebrity
endorsement is that it helps the brand to build equity and increase the consumer’s
remembrance. Celebrity endorsement influences the consumers purchasing decisions and
plays a significant role in altering the purchasing habits of consumers. As far as brand recall
is concerned it helps the brand from memory given to the product category to the entire
situation. It helps the consumers to focus and determine and differentiate the brand from
other brands. This study was intended to find out the impact of brand recall, brand loyalty and
social media influences on the consumer purchase intention. However out of these three

30
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

hypotheses, all of them are selected and none is rejected. However, for the future, it is
recommended to further find out the impact of celebrity endorsement and its sub branches to
find out the impact on consumer purchase intention. Consumer purchase intention is a very
vast field and must be analyzed in detail to help the companies to find out meaningful
answers. It is recommended for the future to work on the subcategories of celebrity
endorsement so that the branch could benefit by analyzing the importance of celebrity
endorsement for creating consumer purchase intention.

CHAPTER 6: REFERENCES
A, G. N., Pangestu, F. R., Fitriansyah, Surapati, U., & Mahsyar, S. (2020). HOW DOES BRAND
AWARENESS AFFECT PURCHASE INTENTION IN MEDIATION BY PERCEIVED QUALITY AND
BRAND LOYALTY? . Journal of Critical Reviews, http://www.jcreview.com/fulltext/197-
1581059098.pdf?1581070744.

Aaker, D. A., & Joachimsthaler, E. (2000). The Brand Relationship Spectrum: The Key to the Brand
Architecture Challenge. https://doi.org/10.1177/000812560004200401.

Aaker, D. A., & Joachimsthaler, E. (2017). The Brand Relationship Spectrum: The Key to the Brand
Architecture Challenge. https://doi.org/10.1177/000812560004200401.

Adis, A.-A. A., & Kim, H. J. (2013). The Mediating Role of Brand Recall and Brand Attitude. ASIA
MARKETING JOURNAL, 15(3).

Alba, J. W., & Chattopadhyay, A. (2015). Salience Effects in Brand Recall. Journal of marketing and
research.

Apejoye, A. (2013). Influence of Celebrity Endorsement of Advertisement on Students’ Purchase.

Journal of Mass Communication and Journalism.

Balakrishnan, B., Dahnil, M. I., & JiunnYi, W. (2013). The Impact of Social Media Marketing Medium
toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Social and
Behavioral Sciences, 148(5), 177-185.

31
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

Bandura, A., & Walters, R. (2013). Social learning and personality development. New York.: Holt
Rinehart and Winston.

Bandura, A., & Walters, R. (2013). Social learning and personality development. New York.: Holt
Rinehart and Winston.

Choosringam, M. (2020). EFFECTIVENESS OF FACTORS CONTRIBUTING TO BRAND LOYALTY

TOWARDS RIMPING SUPERMARKET AMONG ADULTS CUSTOMERS IN CHIANG MAI. Chiang
Mai University .

Colliander, J., & Dahlén, M. (2011). Following the Fashionable Friend: The Power of Social Media. The
Journal of Advertising Research,
http://www.journalofadvertisingresearch.com/content/51/1/313.short.

Colliander, J., & Dahlén, M. (2019). Following the Fashionable Friend: The Power of Social Media. The
Journal of Advertising Research,
http://www.journalofadvertisingresearch.com/content/51/1/313.short.

Fernandes, A. R. (2018). Understanding Influencer Endorsement in the Luxury Sector. Universidade

Católica Portuguesa.

Fernando, A., Sivakumaran, B., & Suganthi, L. (2016). Message involvement and attitude towards
green advertisements. Marketing Intelligence & Planning, 34(6),
https://www.researchgate.net/publication/307974650_Message_involvement_and_attitude
_towards_green_advertisements.

Freberg, K., Graham, K., & McGaughey, K. (2011). Who are the social media influencers? A study of
public perceptions of personality. Public Relations Review,
https://www.sciencedirect.com/science/article/abs/pii/S0363811110001207.

Godey, B., Manthiou, A., Pederzoli, D., & Rokka, J. (2016). Social media marketing efforts of luxury
brands: Influence on brand equity and consumer behavior. Journal of Business Research,
69(12),
https://www.researchgate.net/publication/304493675_Social_media_marketing_efforts_of
_luxury_brands_Influence_on_brand_equity_and_consumer_behavior.

Jean, L. X., Rozaini, A., Radzol, M., & Hwa, C. J. (2017). The Impact of Social Media Influencers on
Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business
Research ,
researchgate.net/publication/330635364_The_Impact_of_Social_Media_Influencers_on_Pu
rchase_Intention_and_the_Mediation_Effect_of_Customer_Attitude.

32
 “Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

Liu, Q., Shao, Z., Tang, J., & Fan, W. (2019). Examining the influential factors for continued social
media use: A comparison of social networking and microblogging. Industrial Management &
Data Systems, 119(5).

Loroz, P. S., & Braig, B. M. (2015). Consumer Attachments to Human Brands: The “Oprah Effect”.
Psychology and Marketing, https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20815.

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer
Trust of Branded Content on social media. Journal of Interactive Advertising ,
https://www.tandfonline.com/doi/abs/10.1080/15252019.2018.1533501.

Malik, P. D., Ghafoor, M. M., Iqbal, H. K., Usman Riaz, N. u., & Shahbaz, S. (2013). Importance of
Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer.
International Journal of Business and Social Science, 4(5).

Manchanda, R. (2015). MATERIALISM AND COMPULSIVE BUYING: AN EXPLORATION OF INDIAN

YOUTH. international journal ofbusiness quantitative economics and appliedmanagement
research, 2(4).

Peñ, N., Gil-Saura, G. I., Rodríguez-Orejuela, A., & RibamarSiqueira-Junior, J. (2020). Purchase
intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6).

Richins, M. L. ( 2004). The Material Values Scale: Measurement Properties and Development of a
Short Form. Journal of Consumer Research, 31(1), 209-219.

SUBRAMANIAN, S. (1995). PREFERENCE MOTIVATIONS AND LIBERTARIAN DILEMMAS.

https://doi.org/10.1111/j.1467-9957.1995.tb00275.x.

SUBRAMANIAN, S. (2009). PREFERENCE MOTIVATIONS AND LIBERTARIAN DILEMMAS.

https://doi.org/10.1111/j.1467-9957.1995.tb00275.x.

Trivedi, J., & Sama, R. (2019). The Effect of Influencer Marketing on Consumers’. Journal of Internet
Commerce, https://www.tandfonline.com/doi/full/10.1080/15332861.2019.1700741.

Vernam, M. d., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the
impact of number of followers and product divergence on brand attitude. International
Journal of Advertising ,
https://www.tandfonline.com/doi/abs/10.1080/02650487.2017.1348035.

Wang, J.‐S., & Chu, Y.‐F. C.‐L. (2012). Effect of Celebrity Endorsements on Consumer Purchase
Intentions: Advertising Effect and Advertising Appeal as Mediators. Human factors and
ergonomics in manufacturing and service industry, 23(5).

33
“Influence of celebrity endorsement, brand recall and

brand loyalty on consumer purchase intention”

34