Impact of Celebrity Endorsement on Brand Image and Customers’ Purchase Intention A Case of Pakistani Customers

International Journal of Economics and Management Studies

© 2018 by SSRG - IJEMS Journal

Volume 5 Issue 10

Year of Publication : 2018

Authors : Nida Tariq, Ayesha Imtiaz, Qalb E Abbas

10.14445/23939125/IJEMS-V5I10P104

How to Cite?

Nida Tariq, Ayesha Imtiaz, Qalb E Abbas, "Impact of Celebrity Endorsement on Brand Image and Customers’ Purchase Intention A Case of Pakistani Customers," SSRG International Journal of Economics and Management Studies, vol. 5,  no. 10, pp. 25-29, 2018. Crossref, https://doi.org/10.14445/23939125/IJEMS-V5I10P104

Abstract:

It is perceived that celebrities influence brand image and purchase decisions of customers. Brands pay high cost to enrich advertisement effectiveness through celebrities so, the brands can create a positive brand image and can maximize their sales. This study is conducted to find either celebrity endorsement influences brand image and purchase intentions or not. The study is conducted in Pakistan and quantitative research methodology is adopted. Data is collected randomly through online survey from 266 respondents and analyzed through OLS. Results shows that brand image and purchase intentions are not influenced by celebrity endorsement. There may be other factors such as quality, price, innovation, design, fashion etc. which may influence brand image and purchase decisions. However, study verifies that brand image influences purchase intention.

Keywords:

Celebrity endorsement, Advertisement effectiveness, Brand image, Purchase intension.

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