Impact of Celebrity Endorsement on Consumer Buying Behavior in FMCG Sector of Pakistan

2017 ◽  
Vol 7 (1) ◽  
pp. 1-12
Author(s):  
Mobeen Ashfaq ◽  
Mohammed Ali
Keyword(s):  
Celebrity Endorsement ◽  
Buying Behavior ◽  
Consumer Buying Behavior

scholarly journals The Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry

2020 ◽  
Vol 7 (1) ◽  
pp. 19
Author(s):  
Sikandar Ali Qalati ◽  
Wenyuan Li ◽  
Sajid Hussain Mirani ◽  
 Jan Muhammad Sohu ◽  
Rana Yassir Hussain ◽  
...  
Keyword(s):  
Brand Image ◽  
Partial Least Square ◽  
Equation Modeling ◽  
Celebrity Endorsement ◽  
Cosmetic Products ◽  
Buying Behavior ◽  
Mediating Role ◽  
Cosmetic Industry ◽  
Consumer Buying Behavior

In today’s world, the demand for cosmetic products is increasing at a faster rate than before, and companies have begun to manufacture cosmetic products to cater to the needs of local and international users. This paper aims to explore the relationship between celebrity endorsement, promotional activities, packaging, brand image, and green consumer buying behavior in the cosmetic industry of Pakistan. It also examines the mediating role of the brand image between celebrity endorsement and green consumer buying behavior. The data was collected primarily through a 5 Likert scale questionnaire from the females of the four renowned Universities of Pakistan. The Partial least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for data analysis, and the sample size contained 190 respondents. The findings revealed a significant direct relationship between celebrity endorsement, promotional activities, packaging of a product, and brand image with the green consumer buying behavior (Green CBB). Partial mediation was found between celebrity endorsement and green consumer buying behavior. This study has implications for practitioners and researchers interested in investing in green consumption in Pakistan.

scholarly journals Drivers of Celebrity Endorsement and Its Effect on Consumer’s Buying Behavior: A Case Study of FMCGs in Peshawar

2021 ◽  
Vol 2 (1) ◽  
pp. 87-96
Author(s):  
SHAHZAD KHAN ◽  
SAQIB SHAHZAD ◽  
NAUMAN HABIB ◽  
GHAYYUR QADIR
Keyword(s):  
Quantitative Research ◽  
Business Environment ◽  
Purchase Decision ◽  
Direct Impact ◽  
Celebrity Endorsement ◽  
Buying Behavior ◽  
The Right ◽  
Celebrity Endorsers ◽  
Consumer Buying Behavior

Because of a business environment of cut-throat competition, companies must find ways to strike for survival and sustain a competitive position in the market. Celebrity endorsement is one of the strategies which companies frequently used to promote the brand thus enhance sales and ultimately increase market share. There are a number of researches which investigated the effects of celerity endorsement on consumers’ buying behavior. However, traits such as credibility, expertise attractiveness and compatibility of celebrity endorsers have not been investigated. Therefore, this research is to investigate effects of celebrity endorsement on consumers’ buying behavior. In order to obtain a more reliable result, a quantitative research is carried out to investigate the topic. In general it was found that which trait of a celebrity is most significant in influencing consumer buying behavior. For instance the credibility, expertise, attractiveness and compatibility of the endorser were found to be the most important traits of the celebrity that can influence consumer buying behavior. Generally the effect of celebrity endorsement is found to have little direct impact on consumers’ purchase decision, yet it is still an effective strategy because it is suggested as a good way to grab consumers’ attention. This research also suggests some criteria for selecting the celebrity endorsers with the right attributes for their products. Therefore companies are recommended to conduct sufficient research in order to generate the best effect of a celebrity endorsement.

scholarly journals Celebrity Endorsement as a Physiological Apparatus

2015 ◽  
Vol 47 ◽  
pp. 55-62 ◽  
Author(s):  
Miss Anam ◽  
Muhammad Anosh ◽  
Naqvi Hamad
Keyword(s):  
Brand Name ◽  
Celebrity Endorsement ◽  
Buying Behavior ◽  
Result Show ◽  
Consumer Buying Behavior

Celebrities are sound recognized traits in community because of their pleasant appearance or creditability, that’s why to augment the effectiveness of their trademark and classified ad Corporation, use these superstar as their brand name endorser. Purpose of this study to conduct in D g khan is to probe the customer level demographically and how much celebrity endorsement does cast its collision on Clint buying intention demographically and show a optimistic association with marketing promotions. The foremost deliberation in current research expose approaches of people toward the celebrities stimulate them to purchase or affect their buying deeds The result show that clients show a optimistic approach towards celebrities and motivated to purchase by celebrities and also show that consumer buying behavior is pretentious by celebrity creditability.

Impact of Celebrity Endorsement on Consumer Buying Behavior

2015 ◽  
Author(s):  
Dr. Rizwan Raheem Ahmed ◽  
Sumeet Kumar Seedani ◽  
Manoj Kumar Ahuja ◽  
Sagar Kumar Paryani
Keyword(s):  
Celebrity Endorsement ◽  
Buying Behavior ◽  
Consumer Buying Behavior

Consumers attitudes towards cosmetic products in Chitwan, Nepal

2021 ◽  
Vol 1 ◽  
pp. 70-75
Author(s):  
Ashmita Dahal Chhetri
Keyword(s):  
Standard Deviation ◽  
Marital Status ◽  
Marketing Strategy ◽  
Positive Influence ◽  
Primary Data ◽  
Cosmetic Products ◽  
Buying Behavior ◽  
Likert Scales ◽  
Factor Income ◽  
Consumer Buying Behavior

The purpose of this paper is to study the consumer buying behavior towards cosmetics. This study primarily focuses on various factors like age, occupation; marital status and educations have positive influence towards cosmetic products. Primary data were used in research. Questionnaire of survey included five point likert scales. 110 completed questionnaires were returned and then 100 valid were analyzed by using ANOVA, mean and standard deviation. Surprisingly in Chitwan, the factor income does not have any influence on the attitude towards cosmetic products among the consumers understudy. People consider quality as the most important factor to purchase cosmetics. The findings may be used to marketers to design marketing strategy for cosmetics.

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