Impact of Celebrity’s Credibility Dimensions on Consumer’s … 4.pdf · 2019-11-15 · 39 V 3 2...

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Volume 3 Issue 2 2018

Amity Journal of Marketing

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Amity Journal of Marketing3 (2), (39-55)

©2018 ADMAA

Impact of Celebrity’s Credibility Dimensions on Consumer’s Purchase Intentions

Syed Mohammad Tarique Hasnain & Mahima BirlaPacific University, Udaipur, Rajasthan, India

Bilal Mustafa KhanAligarh Muslim University, Aligarh, India

AbstractThe research paper trying to investigate the impact of celebrity’s credibility dimensions on consumer’s

purchase intentions. The purpose of the study is to investigate what are the main features of the celebrity which make them so credible such that it influences the consumer’s purchase intention. The results of the study help the marketers in effectively selecting the most suitable celebrities for endorsing their brands and products. The design of the study is quantitative which was conducted through the structured self-administered questionnaire. The questionnaire is administered to 546 respondents residing in the cities of Aligarh and Delhi-NCR region. The author has proposed 18 hypotheses in this study which have been tested using multiple regressions, t-test and ANOVA. The study found that out of the five characteristics of celebrity endorsement, three factors (physical attraction, trustworthiness and meaningfulness) were significant. Among the six dimensions of ‘attitude toward celebrity,’ three factors (attention gaining, entertaining ability and believability) were significant, and it is also found that all three constructs ‘Image of movie stars”, “Image of sport stars” and “Image of advertising models’ were significantly related with purchase intention. Implications and future research directions have been discussed in the concluding section.

Keywords: Celebrity Endorsement, Purchase Intention, Attractiveness, Expertise, Consumer Attitude and Trustworthiness JEL Classification: M 39Paper Classification: Research Paper

Introduction One of the most effective tools used for marketing strategy to promote and to create awareness

about a new product or services is through advertisement, for which celebrities are used. Several previous studies have proven that the celebrity endorsement is such a marketing platform that leaves many positive impacts on consumer purchase intention, especially for new brand entering a new market. Many researches have documented the efficacy and the favorable impact of endorsements by celebrities in advertising through empirical studies, particularly on purchase

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intention and also revealed that several dimensions are inbuilt in the celebrity endorsement. The present study investigates the relationships between various aspects of celebrity endorsement and their relationships with purchase intention of the consumers. It specifically focuses on the relationships of purchase intention (dependent variable) with various endorsements related like celebrity characteristics, attitude towards celebrity, celebrity congruent image and recall ability (independent variables). The study utilizes a structured survey and tends to move that celebrity endorsement has been an important criterion in influencing consumer’s purchase behaviour.

Literature ReviewCelebrity is a well-known person who is famous to the public, especially in the areas of

entertainment such as films, sports, writing, and music. They have their achievements in their respective fields which make them celebrities. ‘Celebrities enjoy public appreciation and often have unique features such as trustworthiness and attractiveness etc.’ (Silvera and Austad, 2004). Multinational organizations are using celebrities to endorse their products through advertisement because they believe that the celebrities in advertisement have a greater and significant impact for consumer buying behaviour and their purchase intention (Khan et al., 2016). Marketers depend on celebrities, to a great extent, in order to get attention so that they get connected to the consumers. The marketers want to squeeze out maximum and multi-dimensional benefits for their brands by linking their product to these celebrities (Gupta et al., 2015). The study of Priyankara et al., (2017) refers to three different dimensions of celebrity endorsement; these are attractiveness, trustworthiness, and expertise. Here the concept of attractiveness does not mean physical attractiveness it relates many other things intelligence, personality, lifestyle, physique and charisma of endorsers (Erdogan, 1999). Celebrities are attractive because they have established their social status and are more popular among public, for example, great sports stars due to their performances have great respect for their achievement, and therefore they are attracted to them (Priyankara et al., 2017). Saeed et al. (2014) in their research explred the ‘impact of celebrity and non - celebrity advertisement on consumers perception.’ Through analysis, the researchers found that celebrity advertisement has a more significant positive relation with consumer perception than a non-celebrity advertisement. Moda et al. (2014) showed that the presence of celebrities in advertising has a positive influence on the usefulness metrics of the advertisement (like consumer’s attitude towards product/brands, consumer attitudes towards advertisement’s and their views regarding purchase intentions of products). Various characteristics of celebrities such as attractiveness, experience, reliability and ideology are used by marketers and companies. Where advertisers try to create an ideal image of the product or brand with the association of celebrity’s image (Mode & El., 2012) and make a positive attitude of consumers to move to those brands and products. Many consumers love and like celebrities and try to copy their lifestyles (how they live or eat) Aureliano Silva (2015). Celebrity creates users to communicate with advertising products. The celebrity experience has a discounted discipline that knows celebrity related issues. According to Vipul Jain (2011), celebrity endorsement has an impact on sales, and they bring brand equity, their study shows that there is a positive inclination towards the belief that people are motivated to buy products as a result of celebrity endorsement. His research examines that Indian people have incentives to purchase products with the support of celebrities as they idolize their Bollywood actors and cricketers. It is also suggested that celebrity endorsements may be useful for brand promotion. Respondents also strongly agreed that celebrities bring property rights to producers. Research also found that not only adults, but children are also influenced by endorsed products. The study of Tanvir & Arif (2012) found that cartoon characters are influencing the children more to buy items impulsively. It means that when a child sees a cartoon endorsed product, he wishes to buy those products and keep on

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insisting their parents to buy that product until they purchase the item. According to Kok Wei and Li (2013), people have positive behaviour towards endorsement if the celebrity is attractive and fascinating. The consumer will have automatic positive approach towards the endorsement if the endorser is attractive and good looking. Kara, Yu & Edwin (2013) in their study found that consumers recall the celebrity endorsed advertisements very easily if they are attractive, funny and expressive. Those products identified popularity, a good image, and congruence between the celebrity’s image and that of the brand as these are the essential aspects for the marketers which they have to consider in selecting celebrity endorsers. Many the consumers perceived that using a celebrity in an ad would increase brand awareness by attracting the celebrity’s fans as consumers and enhance purchase intention.

Celebrity Endorsement on Purchase Intention: Celebrities are used as tools in raising the awareness among the public. They were frequently used in conservation marketing and are very effective in changing the behaviour of consumers. Duthie et al., (2017) did their research into the ‘effectiveness of celebrity endorsement as a tool for conservation marketing. Their experiment provided the data that celebrity endorsement can produce both positive and negative effects on consumers purchase intention. Chan et al. (2013) stated that using a celebrity in an ad would enhance purchase confidence (intention to purchase). Whereas in the study of Gupta et al., (2015), they showed that celebrity endorsement formed based on 3 dimensions (expertise, trustworthiness and attractiveness), all these have positive and significant impact on consumers’ purchase intention. According to Khan et.al (2016), purchase intention is the only result of single celebrity opinion that is his/her expertise rather than any other. Pugazhenthi and Ravindran (2013) conducted a study that contends that celebrity endorsement attracts the responsiveness of consumers and the main reason of celebrity endorsement is popularization of the product and brand, so that people may distinguish it easily. It is absolutely true that celebrity positively affects the consumers which results in making the product highly desirable and popular. According to Pandey (2011), young respondents are strongly convinced by celebrities. They had great trust in them, and the physical appearance of celebrity increased the purchase intention of products and brands. Bala Krishnan and Shalini Kumar (2011) in their research revealed that celebrity’s endorsement improved product information and increased consumer awareness. Further, it perceived to help recall the brands of products, which will have great significance on consumer’s purchase intention.

Theoretical Framework In this section, the author has discussed the development of four set of hypothesis proposed

in this study. The purpose of hypothesis development is to establish the logical relationship between two constructs and to justify their significance in the literature. The proposed four groups of hypothesis are: 1) Relationship between celebrity characteristics and purchase intention. 2) Relationship between consumers attitude towards celebrity and purchase intention. 3) Relationship between celebrity image congruent with product and purchase intention and 4) Relationship between recall ability and purchase intention. Following discussion provides the conceptual frame work which is also known as hypothesis development.

Celebrity Characteristics and Purchase Intention: Celebrities are used to build up the brand and create the perception for the brand by using celebrity characteristics like: physical appearance, likeability, trustworthiness, expertise, meaningfulness (Pornpitakpan, 2004). Celebrity endorsement is a powerful and effective marketing strategy used by multinational organisations which helps them to enhance brand recall and recognition of items and this technique has great impact on consumers buying intention. Companies invest handsome amount of money for

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capturing celebrities as spokespersons. Now a days, different types of celebrities are used as endorsers in marketing campaigns. Most of the famous Indian celebrities, either from the movie or sports arena, are endorsing the products and they have high market share with famous brands because the consumers are highly influenced by celebrity when they believe that endorsers hasveactual involvement with the product rather than sensual gain. Movie stars are frequently used as endorsers and dominated in almost all product categories than sports stars and models.

In this study, the researcher identifies the relationship between celebrity characteristics and purchase intention (Kaouther 2010; Gupta and Dang 2009; Furuoka 2007; Liu 2007; Laferle and Choi 2005; Zhao 2004; Till and Busler 2000; Pornpitakpan 2003; Mahony and Meenaghan 1997; Ohanian 1990; Gaied and Kaouther 2010; Petroshius and Crocker 1989; Aktin and Block 1983; Friedan 1982; Baker and Churchill 1977; Petroshius and Crucker 1989) and found out the relationship between the characteristics of celebrities and the attitudes of consumers towards celebrities (Sabat 2012; Gaied and Kaouther 2010; La Ferle and Choi 2005; Zhao 2004; Silvera and Austad 2004; Till and Busler 2000; Crackans 1989; Maddux and Rogers 1980; Millers and Baseheart 1969; Sereno and Hawkins 1967).

Consumer Attitude towards Celebrity and Purchase Intention: Celebrity endorsement highly effects the consumer’s attitude towards purchase intentions. Chi, H. K. Yeh, H. R., & Huang, M. W (2009), carried out a research and concluded that advertising endorser, celebrity endorse has a mediating effect on Purchase Intention of consumers. Goldsmith, R. E., Laffery B. A., & Newell, S. J. (2000), found out in their research that the celebrity credibility has a direct impact with consumer reaction which results in purchase intention. All the above mentioned researchers tried to verify the relationship between consumer behavior and their purchase intentions towards celebrities (Agarwal and Dang 2009, Rodriguez 2008, Rosen 2008, Rafael and Choi 2005, Zhao 2004, Busler 1998, Metaku 1994, Ulde 1994, Bale 1992, Till and Crax 1989, Kale and Homer 1985).

Celebrity Image Congruent with Product and Purchase Intention: Celebrities used by advertisers in advertising to endorser their products is a popular trend. However, many researchers have studied the congruence between brand and celebrity. In 2017, Justin Paul and Shailja Bhakar studied that “celebrity image congruence influence brand attitude and purchase intention”. Their results show that celebrity image congruence has positive effect on attitude towards advertisement and negative effect on attitude towards brand. Cognitive theories are used to explain endorsement efficiency, congruence between brand and celebrity. It shows to be as effective as celebrity likability. Moreover, the predispositions toward the ad and brand beliefs are mediators of the effects of congruence between brand and celebrity and celebrity- likability on ad efficiency. Then after researchers find the relationship between celebrity images and purchasing intentions consistent with the product. (Lee and Esther Thurston 2008; Zhao 2004; Till and Busler 1998; Ohanion 1990; Kale and Homer 1985; Choi et al.2005; Nazir et al, 2014). Further researchers find the image matching of celebrities with products and the relationship between Consumers and products. (Lee and Thorson 2008) attitude; (Roozen 2008; Zhao 2004; Ohanian 199. Cummins 1990; Friedman and Friedman 1979).

Recall ability and purchase intention: According to Chi et al. (2009), “Potential of consumers to recall a brand from his memory when giving the product of a particular class/category and its awareness was positively related to purchase intention”. A brand’s value is direct, which is connected to the memory of consumers. Therefore, for a brand, it is pertinent to set image in the customer’s memory. Brand recall examples are:

• When you think about shoes, you will probably consider Adidas, Reebok or Nike, wherever you are. This is one of the best examples of brand recall.

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• When you think about automobiles, you might remember of Audi, Mercedes or BMW.• When you are asked about a carbonated beverage, most of you will name Pepsi or Coca-Cola.

The above are the brand recall examples of the real world which help in making routine decisions with all having a single desire in their mind to buy highly branded product, recall ability, choice and finally product Purchase Intention.

Figure 1: The Theoretical Framework of Study

Figure 1 exhibits the Theoretical Framework employed in the research. It has four sets of hypothesis.

Set 1 is related to the impact of celebrity characteristics on purchase intention which has five sub dimensions.

1. Physical attraction 2. Trustworthiness 3.Expertise 4.Meaningfulness 5. Likeability

Set 2 is related to the impact of Images of different Stars on Purchase Intention which has three sub divisions

1. Image of Movie Star 2. Image of Sports Star 3. Image of advertising models

Set 3 is related to impact of consumer’s attitude towards celebrities on purchase intention, it has four subdivisions

Attention gaining 2.Likeability 3.Entertaining ability 4.Impactful

5. Convincing ability 6. Believability

Set 4 has four subdivisions which has positive impact on purchase intention

Overall Celebrity Characteristics 2. Overall Recall Ability 3. Overall Image of individual celebrities 4. Overall Attitude of Consumers

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Research Methods

Data Collection and its Analysis

Data collection procedure involves the following steps. The primary data used for this research is collected directly by the researcher to respond to the research objectives. A survey was conducted in Aligarh and Delhi-NCR by using a structured questionnaire. 546 respondents are used in this study; respondents were given a questionnaire sheet which is filled by them in person. The questionnaire was self-administered. The items are then measured by using a five-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree) followed by ten demographic questions including, such as age, gender, occupation, income, size of the family , marital status , locality, family type, average time spent for viewing T.V daily, mention choice of time for viewing television .

Tools and technique

For this study, SPSS software was used. The results are processed and converted into numbers in Microsoft excel which transforms the data into usable data. The analysis was performed by calculating correlation using t-test and ANOVA. Furthermore, a descriptive analysis of the several variables has been presented to show a broader picture of the data set. The test and their purpose are further explained in the research findings and analysis section.

To test the influence of independent variable on the dependent variable, regression analysis was conducted using SPSS software. This technique explains the variation in the dependent (endogenous) variable; purchase intention, which is influenced by two or more independent (exogenous) variables (Hair, et. al., 2006). In addition, it accounts for the proportion of variability of the dependent variable predicted by the linear combination of the independent variable with R2

value, which indicates the goodness of fit of the model. Thus, 4 multiple regression equations are used in this research, shown in equation 1, 2, 3, 4.

Hypothesis of Study1. Impact of Celebrity Characteristics on Purchase Intention

H1.1: Physical Attraction positively influences purchase intention

H1.2: Trustworthiness positively influences purchase intention

H1.3: Expertise positively influences purchase intention

H1.4: Meaningfulness positively influences purchase intention

H1.5: Likeability positively influences purchase intention

2. Impact of Consumer Attitude towards Celebrities on Purchase Intention

H2.1: Attention gaining positively influences purchase intention

H2.2: Likeability positively influences purchase intention

H2.3: Entertaining Ability positively influences purchase intention

H2.4: Impactful positively influences purchase intention

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H2.5: Convincing ability positively influences purchase intention

H2.6: Believability positively influences purchase intention

3. Impact of Image of movie stars, Sports Stars, and Advertising Models on Purchase Intention

H3.1. Image of Movie Star positively influences purchase intention

H3.2. Image of Sports Star positively influences purchase intention

H3.3. Image of advertising models positively influences purchase intention

4 Impact of Celebrity Characteristics; Recall Ability, Image of Individual Celebrities and Consumer Attitude towards Celebrity on Purchase Intention

H4.1. Overall Celebrity Characteristics positively influences purchase intention

H4.2. Overall Recall Ability positively influences purchase intention

H4.3. Overall Image of individual celebrities positively influences purchase intention

H4.4. Overall Attitude of Consumers positively influences purchase intention

Research ResultsThe regression analysis tests the relationship between five independent variables of celebrity

characteristics : Physical Attraction (X1), Trustworthiness (X2), Expertise (X3), Meaningfulness (X4), Likeability (X5) and the dependent variable : purchase intention (y).

Among five hypotheses (H1.1 to H1.5), only three were supported (H1.1, H1.2 and H1.4). However, two hypotheses (H1.3 and H1.5) were not supported. Thus, the result of regression indicates that three variables Physical Attraction (X1), Trustworthiness (X2) and Meaningfulness (X4) are more important in influencing the purchase intention of consumers.

The multiple regression equation is as below:

PI(y) = 27.383 (X0) +0.237 (X1) +0.213 (X2) + 0.178 (X4) (1)

Where,

PI= Purchase Intention

X0= Intercept

X1= Physical Attraction

X2 = Trustworthiness

X4= Meaningfulness

Above equations are obtained from the results of regression analysis. It can be noticed that signs of all coefficient are positive which means all relationships are positive. Further the beta value of independent variable Physical attractiveness is highest (0.237) shown in Table 1 which means that the variable is more closely associated with the Purchase intention than any other variables. Next most important variable is Trustworthiness (0.213) which is followed by Meaningfulness (0.178).

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The regression analysis tests the relationship among six independent variables of consumers attitude: Attention gaining (X1), Likeability(X2), Entertaining Ability(X3), Impactful (X4), Convincing Ability (X5), and Believability (X6) and the dependent variable: purchase intention(y).

Among six hypotheses (H2.1 to H2.6), only three were supported (H2.1, H2.3 and H2.6). However, three hypotheses (H2.2, H2.4 and H2.5) were not supported. Thus, the result of regression indicates that three variables Attention gaining (X1), Entertaining Ability (X3) and Believability (X6) are more important in influencing the purchase intention of consumers.


PI(y) = 15.852 (X0) +0.321 (X1) + 0.119 (X3) + 0.145 (X6) (2)

Where,


X0=intercept

X1= Attention gaining

X3= Entertaining Ability

X6= Believability

Above equations are derived from the results of regression analysis. The beta value of independent variable ‘Attention gaining’ is highest (0.321) shown in Table 2 which means that this variable is more closely associated with the Purchase intention than any other variables. Next most important variable is Believability (0.145) which is followed by Entertaining Ability (0.119).

The regression analysis tests the relationship among three independent variables: Image of Movie Star (X1), Image of Sports Star (X2), Image of advertising models (X3) and the dependent variable purchase intention (y).

All three-hypothesis were supported (H3.1, H3.2 and H3.3). Thus, the result of regression indicates that three variables Image of Movie Star (X1), Image of Sports Star (X2), and image of advertising models (X3) positively affect the purchasing intention of consumers.


PI(y) = 31.848 (X0) +1.295 (X1) + 0.778 (X2) + 0.238 (X3) (3)

Where,

PI= Purchase intention

X0=intercept

X1= Image of Movie Star

X2= Image of Sports Star

X3= Image of advertising models

Above equations are obtained from the results of regression analysis. The beta value of independent variable ‘Image of Movie Star’ is highest (1.295) shown in table 3 which means that this variable is more closely associated with the Purchase intention than any other variables. Next

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most important variable is Image of Sports Star (0.778) which is followed by Image of advertising models (0.238).

The regression analysis tests the relationship between four independent variables: Overall Celebrity Characteristics (X1), Overall Recall Ability (X2), Overall image of individual celebrities (X3) and Overall Attitude of Consumers (X4) and the dependent variable purchase intention(y).

Among four hypothesis (H4.1 to H4.4), three were supported (H4.1, H4.3 and H4.4). Thus, the result of regression indicates that three variables; Overall Celebrity Characteristics (X1), Overall image of individual celebrities (X3) and Overall Attitude of Consumers (X4) have significant and positive influence on purchase intention while one hypothesis (H4.2) overall celebrity recall ability (X2) doesn’t have any significant relationship with purchase intention.


PI (y) = 4.717 (X0) +0.040 (X1) + 0.263 (X3) + 0.089 (X4) (4)

Where,


X0=intercept

X1=Overall Celebrity Characteristics

X3=Overall image of individual celebrities

X4=Overall Attitude of Consumers

Above equations have been derived from the results of regression analysis. The beta value of the independent variable; Overall image of individual celebrities (X3), is highest (0.263) as shown in Table 4, which means that this variable is more closely associated with the Purchase intention than any other variables. Next most important variable is Overall Attitude of Consumers (0.089) which is followed by Overall Celebrity Characteristics (0.040).

Summary of ResultsTable 1: Celebrity Characteristics and Purchase Intention

Variables Unstandardized co-efficient (β) p-value Comment

Physical Attraction (X1) 0.237 0.000** Supported

R2=0.450F=88.307p=0.000

Trustworthiness (X2) 0.213 0.003** Supported

Expertise (X3) 0.140 0.063 Not Supported

Meaningfulness (X4) 0.178 0.013* Supported

Likeability (X5) 0.071 0.221 Not Supported

Constant (X0) 27.383 0.000** N.A.

Note: ** represents significance of 1% level * represents significance of 5% level

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Table 2: Attitude towards Celebrity and Purchase Intention

VariablesUnstandardized co-efficient

(β)p-value Comment

Attention gaining (X1) 0.321 0.000** Supported

R2=0.587F=127.709p=0.000

Likeability (X2) 0.080 0.185 Not Supported

Entertaining Ability (X3) 0.119 0.046* Supported

Impactful (X4) 0.067 0.316 Not Supported

Convincing Ability (X5) 0.115 0.062 Not Supported

Believability (X6) 0.145 0.001** Supported

Constant (X0) 15.852 0.000**

Note: ** represents significance of 1% level * represents significance of 5% level

Table 3: Relationship of Celebrity image with Purchase Intention

Variables Unstandardized co-efficient (β) p-value Comment

Image of movie stars (X1) 1.295 0.000** Supported

R2=0.346F=95.399p=0.000

Image of sport stars (X2) 0.778 0.000** Supported

Image of advertising models (X3) 0.238 0.000** Supported

Constant (X0) 31.848 0.000**

Note: ** represents significance of 1% level

Table 4: Relationship of Overall celebrity characteristics, recall ability, image of individual celebrities and attitude of consumers with purchase intention

Variables Unstandardized coefficient (β) p-value Comment

Overall celebrity characteristics (X1) 0.040 0.000** Supported

R2=0.625F=225.891p=0.000

Overall recall ability (X2) 0.027 0.686 Not Supported

Overall Image of individual celebrity (X3) 0.263 0.000** Supported

Overall attitude of consumers (X4) 0.089 0.000** Supported

Constant (X0) 4.717 0.000**

Note: ** represents significance of 1% level,

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Summary of Hypothesis Testing Hypothesis were tested using multiple regression analysis. Summary of regression analysis is

presented below.

1. Three out of five factors of ‘celebrity characteristics’ (physical attraction, trustworthiness and meaningfulness) were significant predictors of purchase intention.

2. Among the six dimensions of ‘attitude towards celebrity’ three factors (attention gaining, entertaining ability and believability) were significant in predicting the purchase intention.

3. All three constructs ‘Image of movie stars’, ‘Image of sport stars’ and ‘Image of advertising models’ were significantly related with purchase intention.

4. ‘Overall celebrity characteristics’, ‘Overall image of individual celebrity’ and ‘Overall attitude of consumers’ on purchase intention was also significant in predicting the consumer’s behaviour.

Summary of t-testTo check the gender difference in the various factors t-test was conducted. The summary of

t-test is presented below.

1. There was no gender difference in the dimensions of ‘celebrity characteristics’ as well as overall (composite) celebrity characteristics.

2. For the dimensions of ‘attitude towards celebrity,’ only one dimension (Impactful) was significantly different for male and female consumers.

3. The t-test was significant for ‘overall recall ability’ between the male and female consumers.

Summary of ANOVA Test of ANOVA was conducted for checking the difference in various age groups and groups

of people spending time on watching television.

For various age groups, the result of ANOVA (shown in Table 5) was significant only for physical attraction, overall recall ability, image of the movie stars, image of the sport stars, overall image (composite) “Image of movie stars”, sport stars and advertising models, attention gaining, likeability, purchase intention created by sport stars and purchase intention created by advertising models.

For various groups of time spent on viewing television, the result of ANOVA (shown in Table 6) was significant only for trustworthiness, overall recall ability, image of the movie stars, image of the sport stars, overall image (composite) Image of movie stars, sport stars and advertising models, likeability, entertaining ability, believability, and purchase intention created by movie stars.

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Table 5 : ANOVA for Age Groups

Dimensions of CelebrityEndorsement

Age Groups (in years)

16-20 21-25 26-30 31-35 Above 35 F –value p-value

Physical attraction 4.60 4.67 4.53 4.34 4.32 3.645 0.006**

Trustworthiness 4.05 4.24 4.21 4.12 4.06 1.312 0.264Expertise 4.02 4.09 4.10 4.08 3.98 0.429 0.788Meaningfulness 4.00 4.05 4.09 4.09 3.98 0.377 0.825Likeability 4.09 4.07 4.15 4.12 4.05 0.243 0.914Overall(Composite) Celebrity Characteristics 4.11 4.20 4.23 4.15 4.11 0.779 0.539

Overall RecallAbility 3.95 4.94 3.87 3.90 2.44 7.834 0.000**

Image of MovieStars 4.68 4.48 4.38 4.30 4.02 3.853 0.004**

Image of SportsStars 4.07 4.87 4.55 4.53 4.57 7.383 0.000**

Image of AdvertisingModels 4.48 4.39 4.52 4.53 4.53 0.327 0.860

Overall(Composite) “Image of movie stars”, Sports Stars, and Advertising Models

4.24 4.48 4.42 4.39 4.30 2.419 0.048*

Attention Gaining 4.40 4.66 4.49 4.34 4.24 3.698 0.006**

Likeability 4.12 4.40 4.27 4.21 4.05 3.197 0.013*

Entertaining Ability 4.03 4.23 4.17 4.10 4.11 1.328 0.258

Impactful 3.94 4.11 4.11 4.11 4.05 1.396 0.234

Convincing Ability 3.95 4.10 4.07 4.05 4.03 0.808 0.521

Believability 3.91 4.02 4.01 3.93 4.01 0.493 0.741Overall (Composite) Attitude of Consumers 4.46 4.68 4.60 4.54 4.49 1.652 0.160

Purchase IntentionCreated by Movie Stars 4.08 4.33 4.24 4.22 4.06 1.701 0.148

Purchase IntentionCreated by Sports Stars 3.01 3.43 3.29 3.26 3.32 3.030 0.017*

Purchase Intention Created by Advertising Models 3.49 3.88 3.96 3.80 3.85 3.508 0.008**

Overall(Composite) PurchaseIntention Created byIndividual Celebrities

4.22 4.38 4.30 4.30 4.22 0.779 0.539

Note: **represents significance of 1 % level

* represents significance of 5 % level

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Table 6 : ANOVA for Time spent on watching television

Dimensions of CelebrityEndorsement

Time spent on watching television

Below 2 Hrs. 2 Hrs. 3 Hrs. 4 Hrs. Above

4 Hrs.F

-value p-value

Physical attraction 4.13 4.32 4.29 4.20 4.14 1.312 0.266

Trustworthiness 4.28 4.34 4.61 4.64 4.70 3.645 0.007**Expertise 4.06 4.13 4.14 4.12 4.02 0.429 0.798Meaningfulness 4.08 4.13 4.17 4.17 4.06 0.377 0.834Likeability 4.17 4.15 4.23 4.20 4.13 0.243 0.934

Overall (composite) Celebrity Characteristics 4.19 4.28 4.31 4.23 4.19 0.779 0.548

Overall Recall Ability 4.07 2.56 3.99 4.02 4.66 7.836 0.000**

Image of Movie Stars 4.36 4.56 4.46 4.38 4.1 3.855 0.004**

Image of Sports Stars 4.19 4.89 4.67 4.65 4.69 7.383 0.000**

Image of Advertising Models 4.56 4.47 4.60 4.61 4.61 0.322 0.860

Overall (composite) Image of movie stars, Sports Stars, and Advertising Models 4.32 4.56 4.50 4.47 4.38 2.429 0.046*

Attention Gaining 4.19 4.39 4.33 4.26 4.27 1.327 0.268

Likeability 4.24 4.52 4.39 4.33 4.17 3.198 0.011*Entertaining Ability 4.44 4.70 4.53 4.38 4.28 3.699 0.004**

Impactful 4.10 4.27 4.27 4.27 4.21 1.393 0.254

Convincing Ability 4.15 4.3 4.27 4.25 4.23 0.807 0.513

Believability 3.65 3.86 4.01 3.96 4.05 4.508 0.008**

Overall (composite) Attitude of Consumers 4.66 4.88 4.80 4.74 4.69 1.652 0.160

Purchase Intention Created by Movie Stars 3.13 3.45 3.39 3.38 3.44 3.030 0.017*

Purchase IntentionCreated by Sports Stars 4.12 4.37 4.28 4.26 4.10 1.701 0.148

Purchase Intention Created by Advertising Models 3.99 4.10 4.09 4.01 4.09 0.493 0.741

Overall (composite) Purchase Intention Created by Individual Celebrities 4.42 4.58 4.50 4.50 4.42 0.779 0.539

Note: ** represents significance of 1% level, * represents significance of 5% level

DiscussionThe test of hypotheses reveals that physical attraction, trustworthiness and meaningfulness

are most important dimensions for the construction of celebrity characteristic. The study indicates that these three factors are more important in the present scenario within the context of the study. Further, for the consumer’s attitude towards celebrity, only three factors attention gaining, entertaining ability and believability were more important for predicting the purchasing intention of the consumers in the current study. The image of celebrities has also been important factor in

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predicting the purchase intention of consumers. Marketers can use these pieces of information for designing effective communication strategies and choose proper celebrity for endorsement.

Among the significant results of ANOVA for age groups, the results indicate that younger consumers tend to have higher mean scores on most of the factors related to celebrity endorsements. With respect to the variable “physical attraction,” the younger consumers of age group 21-25 had higher value (4.67) followed by age group 16-20 (4.60). This finding indicates that physical attraction of celebrity endorsement matters a lot for younger consumers. As a matter of fact, the youngsters are watching movies more, thus they know the names of film stars more than the individuals of other age groups. With respect to the “Image of movie stars” mean values are highest for age group 16-20 (4.68) and for image sports stars the age-group of 21-25 (4.87) had highest means scores (see in, Table 5 ANOVA for age group). It could be because younger consumers are more interested in sports, watching different games like cricket, football, tennis and hockey on Television and they are more interested in playing respective sports in the field and following their ideal sport personalities. Therefore, they are more influenced by their ideal sports persons thus they buy and use only those products/brands which are endorsed by their favorite sports personalities.

There is a significant distinction between age (of respondents) with regard to the image of sportspersons and individual celebrities. In respect to the image of sportspersons, youngster significantly differs from employees and business persons as Youngster watch sports on Television and play games on the field to a more extent than do people engaged with business and other occupations. Additionally, youngsters, have a high awareness of sports personalities compared to another profession. For the construct of overall (composite) image, consumers of age group 21-25 (4.48) and 26-30 (4.42) had higher level of mean value.

Pertaining to overall recall ability, younger people of age group 16-20 (3.95) and 21-25 (4.94) had higher mean scores in comparison to other age groups. The main reason could be the interest and awareness of younger consumers about celebrities and general. Many celebrities are considered as role model by young generation. Specifically, the teen consumers are highly influenced by actions of celebrities communicated in popular media. Furthermore, Celebrity endorsed advertisement brings a high level of attention, appeal, and rate of recall in contrast with the non-celebrity advertisements.

While considering the role of average time spent in viewing television, the scores tend to increase when average time spent on viewing television increases. However, highest scores were for the respondents with moderate viewing times. The study’s conclusions prove this by stating that celebrity endorsement factors are highly important especially for younger consumers. Younger consumers also indicated higher level of purchase intentions for celebrity endorsed products. Those who watch television more (above 4 hours) tend to have higher level of mean values for trustworthiness (4.70) (see Table 6 for ANOVA for Time spent on watching television). Further, such consumers also have higher level of recall ability (4.66) of celebrity endorsed products. The overall (composite) image was also perceived as high (4.47) for the consumers with high level of television viewing time of 4 hours. Similar was the case with the dimensions of consumers’ attitude towards celebrities. The consumers with moderate to higher viewing time, tend to have higher scores of dimensions of consumers attitude like likeability (4.52) for 2 hours of time spent, entertaining ability (4.70) for 2 hours and believability (4.05) for viewing time of above 4 hours towards celebrity.

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ConclusionIn this research, analysis of the data was presented. Data was collected through the self-

administered questionnaire. A total of 546 relevant responses (collected from university students, corporate personnel, self-employed persons and others) from Delhi-NCR and Aligarh region have been analyzed.

It was found that consumers had overall positive attitude towards celebrity endorsement. Consumers had evaluated the celebrity and the attitude towards celebrity with a high level of means. The results of the data analysis indicate that both celebrity attitude and celebrity characteristics are important in influencing consumers. Celebrity image in each case ‘movie’, ‘model’ and ‘sports’ were also important in determining the consumer’s purchase intention. Further, the movie stars variable was most influential followed by sports stars and advertising model. Finally, overall recall ability was not found to be so important in the present study, which may give future scope to the researcher for further investigation.

Limitations and Future Directions for ResearchThe researcher has included almost all possible steps towards making the present study.

However, it is observed that certain existing issues need to be investigated. Only selected dimensions that are related to celebrity endorsement have been touched upon. The researcher could predict the purchase intention of the consumer in detail thereby overcoming certain limitations. To be more precise, the study is focused towards predicting the purchase intention of the consumer through celebrity related variables. However, the possibility of many other dependent and independent variables cannot be altogether denied. The consumers of specific tier I and tier II cities of India have been taken into account for this research. There is still scope of including a variety of geographical locations to make the work more comprehensive and plausible. The study is limited only to the consumer’s purchase intention, while the actual purchase behaviour needs to be adequately investigated. Only then the consumer’s opinion about celebrity endorsement can be better understood.

As the study was focused on a specific set of variables, thus there is a scope for future research in this area. One good area of research could be how celebrity and their perceived brand personality could influence the consumer’s purchasing behaviour.

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Authors’ Profile

Syed Mohammad Tarique Hasnain a dynamic, result oriented professional with over fifteen years of experience in Enterprise & Corporate Marketing, Sales Strategies, Business Development and Academic has Middle East and India. He is a Research Scholar of Faculty of Management, Pacific University, Udaipur (Rajasthan), India.

Mahima Birla is working as Dean, Faculty of Management, Pacific University, Udaipur, Rajasthan, India. She has rich teaching experience of more than 15 years in the area of Banking, Business Economics has and Business Environment and has held prestigious positions as Conference Director/Organizing Secretary in 6 International and National conference conducted across India and Nepal. She has supervised 5 Doctoral Researches in the area of Management and authored 3 books in the area of Economics and Indian Financial System and is the editor of 9 edited books with ISBN; published 13 research papers in prominent National/International journals. She is a Visiting faculty at Institute of Chartered Accountants of India and Maharana Pratap University of Agriculture and Technology and is a certified trainer of Transactional Analysis.

Bilal Mustafa Khan is a Professor in the Department of Business Administration; Aligarh Muslim University, Aligarh, India. He was the Head of the Department of Management Studies at Manipal University, Dubai Campus, UAE. He has an Engineering background with an M.B.A and a Doctorate in the areas of Marketing Management. He has more than twenty years of experience in teaching research. He has numerous publications to his credit both in national as well as international journals such as International Journal of Business Transformation, International Journal of Business and Entrepreneurship, Asia Pacific Journal of Business Administration (Emerald), Journal of Global Business Advancement amongst many. He has traveled to Europe, Africa and Middle East for academic and other activities. His research interest are Luxury Fashion Brands and Structural EquationModeling.(SEM). He is a renowned SEM expert and has been invited to conduct a large number of workshops on Research Methods and SEM all across India and abroad.

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