THE EFFECT OF CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION – EVIDENCE FROM Q MOBILE LINQ ADVERTISEMENT

Marium Mateen Khan

Abstract


Celebrity endorsement is a common practice adopted
by companies throughout the world. This practice is increasing
more and more now even for the technology industry. Companies
use celebrity endorsement to influence consumer purchase
intention by improving their brand image in the minds of the
consumers. This research study gives a detailed and
comprehensive account of the effect of celebrity endorsement on
consumers’ purchase intention in the case of Qmobile (Linq)
endorsed by Priyanka Chopra. Three hundred and fifteen
questionnaires were distributed in various malls in Karachi.
Two hundred and eighty five useable questionnaires were
returned. Analysis was done using multiple regression analysis.
The independent variables include; celebrity attractiveness,
trustworthiness, expertise and match-up. Consumer purchase
intention is the dependent variable. A firm should carefully select
the celebrity to endorse its brand for effective communication of
the message and positive response from the consumers.


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