RESULTS AND FINDINGS

Demographic Profile

The following table 1 has showed the results of demographics of the respondents.

Pilot Study

The following table 2 has showed the results of pilot study of the current research.

The above table has been based on the recommendation that Cronbach’s alpha value should be

higher than 0.50 as recommended by Sekaran and Bougie (2010) for being accepted. The lowest

value is 0.566 of (credibility-product matchup). Hence, this table has showed that the internal

consistency has been achieved and the data collection for main study can be conducted as well.

Measurement Model

The following table 3 has showed the results of measurement model that further includes outer

loadings, composite reliability (CR), and AVE.

The above table has included outer loadings that are based on the recommended threshold of

0.70 and the values should be higher than it for being accepted (J F Hair, Sarstedt, Hopkins, &

Kuppelwieser, 2014). The lowest value is (0.731) of country-of-origin. Besides, the CR has

included a recommended threshold of 0.70 and the threshold for AVE is 0.50 (Joe F Hair,

Sarstedt, Ringle, & Mena, 2012). The values are completely based on these thresholds and

therefore measurement model has been achieved.

Discriminant Validity

Fornell and Larcker

The following table 4 has showed the results Fornell and Larcker (1981) criterion in discriminant

validity.

The above table has included a recommendation that all the bold and diagonal values should be

higher in their constructs as compared to other values. The table has showed all correct values

and therefore, discriminant validity had been achieved using Fornell and Larcker (1981)

criterion.

Crossloadings

The following table 5 has showed the results of crossloadings in discriminant validity.

The above table has included a recommendation that all the bold values should be higher in their

own construct as compared with their values in other constructs (J F Hair et al., 2014). The table

has identified all such values and therefore discriminant validity had been achieved using

crossloadings.

HTMT Ratio

The following table 6 has showed the results of HTMT ratio in discriminant validity.

The above table has been based on the recommendation that all the values should be less than

0.90 for being accepted (Henseler, Ringle, & Sarstedt, 2015). The table has showed all such

values and therefore, discriminant validity had been achieved using HTMT ratio.

Structural Model

The following table 7 has showed the results of hypotheses testing using path analysis.
The above table has showed that celebrity attractiveness (ß = 0.312, p < 0.001) has a positive and

significant effect on buying behavior. The celebrity credibility (ß = 0.286, p < 0.001) has a

positive and significant effect on buying behavior. The celebrity-product matchup (ß = 0.124, p <

0.05) has a positive and significant effect on buying behavior. The country-of-origin (ß = 0.135,

p < 0.05) has a positive and significant effect on buying behavior.

Moderation Analysis

The following table 8 has showed the results of moderation analysis.

The above table has showed that country-of-origin (ß = -0.008, p > 0.10) has a negative and

insignificant moderation effect between celebrity attractiveness and buying behavior. The

country-of-origin (ß = 0.085, p > 0.10) has a positive but insignificant moderation effect between

celebrity credibility and buying behavior. The country-of-origin (ß = -0.060, p > 0.10) has a

negative and insignificant moderation effect between celebrity-product matchup and buying

behavior.

Predictive Relevance

The following table 9 has showed the results of predictive relevance of this research.

The above table has showed that buying behavior has been predicted by 59.1 percent and Q

square has been found higher than absolute zero (Geisser, 1975; Stone, 1974).
Discussions

The current study has conducted hypotheses testing and revealed useful and significant results as

well. The celebrity credibility (CC) has a positive and significant effect on buying behavior of

the consumers. The celebrity credibility refers to the trustworthiness of the celebrity that

influences the consumer to engage in different processes (Bhatt, Jayswal, & Patel, 2013). For

instance, R. Ahmed, Seedani, Ahuja, and Paryani (2015) identified that CC has a significant

effect on buying behavior as it helped the consumers to trust on the expertise of those celebrities.

The presence of expertise in the field of cosmetic in the celebrity can help consumer shape their

preference towards those trustworthy people and it eventually creates their buying behavior

(Adam & Hussain, 2017). According to A. Ahmed, Mir, and Farooq (2012) CC has been more

influential and useful as compared to other products that are not endorsed. This relationship

represents the concept that the celebrities choses their products based on their favorite celebrities

and then develops their buying behavior accordingly (Min, Chang, Jai, & Ziegler, 2019).

Moreover, the celebrity attractiveness has a positive and significant effect on buying behavior.

The celebrity attractiveness refers to the process in which the specific celebrity contains or shows

such qualities that attracts consumers (Mishra, 2015). This result has been in line with Khalid

and Yasmeen (2019) that the presence of attractiveness creates glamour and it achieves high

audience that eventually results in developing their buying behavior. According to Malik and

Guptha (2014) the attractiveness has a significant effect to increase the buying behavior of the

consumers. The attractiveness can be easily achieved through different advertisements and it

helps to develop various characteristics through which the consumers enhances their buying

behavior (Min et al., 2019). According to Kahle and Homer (1985) attractiveness has been an
essential factor in social sciences as it gives effective product-related information and increases

the buying as well.

The celebrity-product matchup (CPM) has a positive and significant effect on buying behavior.

The basic concept of CPM refers to the similarity in celebrity’s characteristics and product’s

attributes as it helps the consumers to develop their buying behavior accordingly (Seno & Lukas,

2007). This result has been in line with A. Ahmed et al. (2012) which identified that the presence

of CPM has been a significant factor that increases the buying behavior. Besides, Adam and

Hussain (2017) identified the same result that CPM can help in developing the buying behavior

as it represents the fit between celebrity and brand. The message given by the celebrity should be

congruent with the product for providing effective advertising and enhancing the buying

behavior as well (Erdogan, Baker, & Tagg, 2001). Similarly, Parmar, Mann, and Ghuman (2020)

identified that the presence of CPM can help the consumers in having an effective memory

regarding the products that eventually increases their buying.

Furthermore, country-of-origin (COC) has a negative and insignificant moderation effect

between celebrity attractiveness and buying behavior. The COC can be defined as the country in

which the product has been manufactured and assembled (Bilkey & Nes, 1982). Similarly Adam

and Hussain (2017) stated that the presence of COC has been insignificant with buying behavior

as the country’s image is not important for the consumer. Also, Z. U. Ahmed et al. (2004)

identified that when the country has been renowned as a certain product’s manufacturer than it

can sell the products internationally but it has been insignificant with the buying behavior.

The COC has been an insignificant moderator between celebrity credibility and buying behavior.

This result is in line with Jessica and Pandowo (2016) which identified that COC has not been an

important factor because the consumers do not pay attention to the country and therefore it has
not effect. The presence of COC has no effect on buying behavior because there is very low

involvement of the consumers in the products (Rackchamroon & Chaimanat, 2011). Besides,

Borzooei and Asgari (2015) identified that another reason for this insignificant effect could be

that certain consumers have concerns regarding specific packaging and design so COC is not

important in their buying behavior.

Additionally, COC has also been an insignificant factor in the relationship between celebrity-

product matchup and buying behavior. This result has been in line with Chen‐Yu and Kincade

(2001) that COC does not affect the relation between CPM and buying because consumers only

focus on the performance information and product attribute. According to Heisey (1990) COC

has been an insignificant factor because of the lack of research in this context and it cannot

creates an interesting desires in the consumer’s perspective.

CONCLUSION AND RECOMMENDATION

Conclusion

The effects of celebrity endorsement in terms of celebrity credibility, celebrity attractiveness and

celebrity-product match up on buying behavior of the consumers with the moderation of country-

of-origin have been examined in the current study. Quantitative research approach has been

applied to the current study and for the collection of data self-structured questionnaire based

upon five-point Likert scale has been used. Furthermore, the gathered data has been analyzed

using PLS-SEM. The responses were gathered targeting the cosmetics consumers of Karachi,

Pakistan.

Results of the analysis indicate a positively significant impact of celebrity credibility and

celebrity attractiveness on buying behavior of the consumers. Celebrity-product matchup and

country of origin have similar effects on consumers’ buying behavior. In addition, the results

obtained from the moderation analysis indicate that the effect of celebrity attractiveness in

relation with the country-of-origin on buying behavior is negatively insignificant. Similarly,

negative and insignificant effect is posed by the celebrity-product matchup in relation with the

country-of-origin. However, the effect of celebrity credibility in relation with the country-of-

origin is found to be positively insignificant. On the basis of these results, the study concludes

that celebrity credibility, celebrity attractiveness and celebrity-product matchup can positively

develop the consumers’ buying behavior.

Managerial Recommendations

As the study shows, celebrity attractiveness imposes a significant impact towards the customers

buying behavior. Therefore, the current study suggests managers to look for attractive celebrities

with the most or significant amount of fan following to endorse their product or service. As this
way, the brand of products or services may achieve growth in sales. The utilization of attractive

celebrities plays a major role in brand endorsing aspects in numerous ways. These ways can be

used by brand managers that might help them efficiently and effectively towards attracting

customers to their specific products and services. As the customers buying behavior alters into a

positive manner when they see an attractive celebrity in a televised commercial or on a

Pamphlet. Due to this attractiveness towards the celebrity, it ultimately leads the individual’s

attractiveness towards the specific product or service endorsed by the celebrity they firstly got

attracted to. As a result, to the mentioned reasons managers should consider using attractive

celebrities in their advertising campaigns in the future to gain more and more brand

consciousness among consumers.

Furthermore, the finding of the study has indicated some vital factors of celebrity credibility and

the significant impacts on the certain products and services of the brand and purchase behavior.

Marketing managers can make use of credibility attributes of the celebrity as these may result in

further lead to a positive advertisement awareness and solid brand attitude, which consequently

results in positive customer behavior. Therefore, it is clear how the credibility of the certain

celebrities plays a critical role in establishing a positive brand and consumers purchase behavior.

The present study findings are the results of the psychometric characteristics of the consumers in

Karachi. Therefore, the advertisers in the market can further validate the results by exploring

other studies from different countries or cities. By utilizing the findings of these celebrity

attributes, advertisers may establish their certain brand to establish its name and objective in the

consciousness of the consumer and to increase their buying behavior towards the product.

Therefore, if a well renowned celebrity endorses a certain product or service in an advertisement

on any medium for that matter may result in increased number of sales and might create a
positive image. Advertiser should make use of this strategy wisely, as the current study shows

the importance of understanding the celebrity credibility, as it may backfire if not taken with

serious considerations. Therefore, understanding this credibility attribute is the first and the most

vital step for advertisers.

The match-up of celebrity association with brand is discussed with clarity. Therefore, advertising

companies can make use of the current study to make use of the current study and its findings.

As advised by the findings of the match-up of celebrity association with brand, the advertisers

are recommended to select celebrities that match with the brands’ product or services. The study

recommends marketing managers the matching should be carried out on the basis of prior

celebrity associations. The current study provides a simplified framework that advertisers can

use that may aid in enhancing their knowledge and understanding while selecting a suitable

celebrity to endorse their certain service or product. Furthermore, the current study also provides

easy-to-understand methodology. Which, advertisers can use in assessing celebrity associations.

Advertisers can further more use this simple methodology in matching the celebrity personality

with the nature of their brands’ product or services. Although all of suggestions made by the

findings of this study strongly suggests, the advertisers to understand the concept match-up of

celebrity association with brand with clarity. In order to avoid a mismatch that may dilute and

impose a negative impact to the brands name.

This finding of this study suggests the advertisers to understand the concept of country of origin

of the brand and how it can significantly affect the consumers buying behavior. There is a

significant role of country of origin for specific brands. Advertisers are suggested by the current

study to endorse their product or service simultaneously with the endorsement of its country of

origin. Advertisers should considerate other demographic characteristic of brands country of

origin that may help them achieving a positive image not only locally but internationally as well.

Advertisers are recommended to create a positive image of the country in order for consumers to

perceive positive product quality and increase their purchase intention. The current study further

suggests the advertisers to consider other mediating variables. Furthermore, the study lastly

recommends brands to understand how, Consumers from highly developed countries tend to

purchase their local products rather than products from other countries. That may aid in helping

brands to use the consumer attitude in profit sales of their country of origin.

Limitations of the Study

This study, like any other, has limitations that should be considered before making broad

conclusions. Because the entire research project had to be completed within a certain amount of

time, time was a major constraint. If the survey had been conducted on a larger sample, the

results might have been more convincing. Negative information's effects and influences,

celebrity familiarity, celebrity likeability, and celebrity performance all require more research.

The research was limited to the city of Karachi. For a more comprehensive and generalized

picture, the study could have been expanded to include other cities. Some vital independent

variables to the dependent variable were neglected from the study. This study was limited to

quantitative methodology therefore the results of this study cannot be generalized. Celebrities

were complicated to get in contact with therefore there is absence of actual perception of the

celebrates towards product endorsement. This study was limited to the cultural aspects of

celebrity endorsement of certain products in Pakistan.

Future Recommendations

Future researchers and academicians are recommended to take their time in, carrying out this

research. may aid in giving more information of the study. A larger sample size than prior
research studies can be utilized by the future researches comprehensive results that may aid in

enhancing the knowledge of the subject as compared to current study and studies prior to it.

Negative info regarding the celebrities can be inspected in the forthcoming studies that will

enable the future researchers to make significant comparisons with positive info which may aid

in ease of distinguishment between the aspects. The research can take place in different cities and

countries as well for further comprehensive knowledge of the subject. Future studies can include

more independent variables that will aid in better understanding of the subject. Future

researchers can utilize qualitative methodology as well that may help in generating generalized

results. future researchers can interview celebrities to know their perception towards product

endorsement for a better and enhanced knowledge of the subject.

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