scholarly journals Does the Endorser’s Nationality Matter? An Investigation of Young Taiwanese Consumers’ Selecting Smartphone

2015 ◽  
Vol 8 (11) ◽  
pp. 49 ◽  
Author(s):  
Chen-Yu Lin ◽  
Peng-Jui Chen ◽  
Li-Wei Wu ◽  
Ting-Hsiang Tseng
Keyword(s):  
Experimental Study ◽  
Purchase Intention ◽  
New Products ◽  
Purchase Intentions ◽  
Celebrity Endorsement ◽  
Consumer Animosity ◽  
Significant Difference ◽  
Celebrity Endorser ◽  
Positive Effect ◽  
Specific Country

The use of a wrong celebrity endorser may boost the animosity of local consumers toward a specific country with a complex consumer animosity. Thus, this study aims to examine whether the match or mismatch between the endorser’s nationality and the brand’s country of origin affects consumers’ purchase intention. We use an experimental study to investigate the purchase intention of young Taiwanese consumers toward Korean smartphone brand “Samsung”. Results indicate that the endorser’s nationality does matter. While celebrity endorsement has a consistent positive effect on purchase intention, the effect of the endorser’s nationality varies. Specifically, using domestic celebrity as an endorser has more advantage in enhancing the purchase intentions of consumers who are neutral and dislike Korea than using a foreign celebrity. However, an endorser’s nationality has no significant difference among young Taiwanese consumers who like the Korean culture. Smartphone producers such as Samsung and LG can use the results to promote their new products in a foreign country such as Taiwan and Japan with a complex consumer animosity.

scholarly journals ANTECENDENTS OF CONSUMERS PERCEPTION AND ITS INFLUENCE TOWARDS PURCHASE INTENTION ON COSMETICS PRODUCT

2018 ◽  
Vol 19 (4) ◽  
pp. 480-494
Author(s):  
Pramono Hari Adi
Keyword(s):  
Structural Equation Modeling ◽  
Physical Attractiveness ◽  
Purchase Intention ◽  
Structural Equation ◽  
Consumer Perception ◽  
Equation Modeling ◽  
Cluster Sampling ◽  
Celebrity Endorsement ◽  
Celebrity Endorser ◽  
Positive Effect

The aim of this research is to analyze the effects of celebrity endorsement on consumer perception and purchase intention of cosmetic product. The populations in this study were cosmetic users in Purwokerto region. By employing cluster sampling, 120 females who have ever watched cosmetic advertisement were chosen as the sample. The variables of this research were analyzed by using Structural Equation Modeling (SEM). From the analysis results, it was revealed that Trustworthiness had no effect on consumer perception whilePhysical attractiveness and Expertise had positive effect on consumer perception and also consumer perception had positive effect on purchase intention. Those results imply that the company should choose a celebrity endorser who are possesing several aspects such as honesty, trustworthiness, and sincerity in advertising. Beside that, the company should give priority on physical attractiveness of celebrity endorser. Moreover, the company should create promotion through advertising with a celebrity endorser who has various expertises such as knowledgeabout the productsand experience to become a star of cosmetics product

scholarly journals ANTECENDENTS OF CONSUMERS PERCEPTION AND ITS INFLUENCE TOWARDS PURCHASE INTENTION ON COSMETICS PRODUCT

2017 ◽  
Vol 19 (4) ◽  
pp. 480
Author(s):  
Pramono Hari Adi
Keyword(s):  
Structural Equation Modeling ◽  
Physical Attractiveness ◽  
Purchase Intention ◽  
Structural Equation ◽  
Consumer Perception ◽  
Equation Modeling ◽  
Cluster Sampling ◽  
Celebrity Endorsement ◽  
Celebrity Endorser ◽  
Positive Effect

The aim of this research is to analyze the effects of celebrity endorsement on consumer perception and purchase intention of cosmetic product. The populations in this study were cosmetic users in Purwokerto region. By employing cluster sampling, 120 females who have ever watched cosmetic advertisement were chosen as the sample. The variables of this research were analyzed by using Structural Equation Modeling (SEM). From the analysis results, it was revealed that Trustworthiness had no effect on consumer perception whilePhysical attractiveness and Expertise had positive effect on consumer perception and also consumer perception had positive effect on purchase intention. Those results imply that the company should choose a celebrity endorser who are possesing several aspects such as honesty, trustworthiness, and sincerity in advertising. Beside that, the company should give priority on physical attractiveness of celebrity endorser. Moreover, the company should create promotion through advertising with a celebrity endorser who has various expertises such as knowledgeabout the productsand experience to become a star of cosmetics product

scholarly journals Promoting healthy foods in the new digital era: An experimental study on the effect of a popular versus fictitious ‘Insta-influencer’ on brand attitude and purchase intentions

2020 ◽  
Author(s):  
Frans Folkvord ◽  
Elze Roes ◽  
Kris Bevelander
Keyword(s):  
Experimental Study ◽  
Purchase Intention ◽  
Food Product ◽  
Underlying Mechanism ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Healthy Food ◽  
Parasocial Interaction ◽  
Healthy Foods ◽  
Digital Era

Abstract Background: Most studies on influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods. The present experimental study investigated whether a popular real versus fictitious social influencer is more successful in promoting healthy food products. In addition, we examined the role of parasocial interaction as an underlying mechanism of healthy food product endorsement. Methods: We used a randomized between-subject design with 154 participants (age: 24.0 years). Viewers’ product attitude and purchase intention were tested after exposure to an Instagram post by a popular social influencer (n = 77) or fictitious social influencer (n= 77).Results: Results showed that parasocial interaction mediated the relation between the type of social influencer and product attitude as well as purchase intention. Parasocial interaction was higher for participants exposed to the popular influencer compared to the fictitious influencer, leading to higher healthy food brand attitude and purchase intentions. Discussion: The findings showed that it is crucial for influencers to establish a warm personal relationship and connection with the their followers when promoting a healthy product successfully. We suggest that the promotion of healthy foods could be more successful in public health when using popular social influencers.

scholarly journals The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention

2021 ◽  
Vol 8 (1) ◽  
pp. 107
Author(s):  
Ahmad Firman ◽  
Gunawan Bata Ilyas ◽  
Heru Kreshna Reza ◽  
Setyani Dwi Lestari ◽  
Aditya Halim Perdana Kusuma Putra
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Consumer Confidence ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Mediating Role ◽  
Indirect Influence ◽  
Customer Trust

This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions. This study is the first in Indonesia to analyze the above mediating relationships. The data are from 100 Instagram users responding to online questionnaires and analyzed with PLS-SEM. The results showed that celebrity endorsement and e-WOM positively influence consumer confidence and purchasing intentions by mediating trust variables. This research highlights the role of influence in creating positive buzzes to the promoted sales.

scholarly journals PENGARUH KREDIBILITAS ENDORSER PADA NIAT BELI KONSUMEN DAN TINGKAT KEPERCAYAAN PADA IKLAN

KINERJA ◽  
2016 ◽  
Vol 20 (1) ◽  
pp. 13
Author(s):  
Daniel Yudistya Wardhana
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Celebrity Endorsement ◽  
Instant Coffee ◽  
Sim Card ◽  
Celebrity Endorser ◽  
High Credibility

AbstractThe use of celebrity endorser as a marketing communication strategy provides a higher degree of appeal and attention compare to non-celebrity endorser. Corporates invest high budget to promote their brand image through celebrity endorsement in order to transfer the celebrity attributes such as attractiveness, expertise and trustworthiness to their brand. Generally the result of this study are showing different influence from source of message that have high credibility and trusted. In the case of Sim Card Provider, the credibility of celebrity has attracted the consumer to buy the product but it is not the case with the Instant Coffee product, consumers tends to believe to non-celebrity.Keywords: Credibility; Celebrity and Non-Celebrity; Purchase Intention; Advertising BelievabilityAbstrakPenggunaan endorser selebriti dalam strategi komunikasi pemasaran menghasilkan tingkat ketertarikan dan perhatian yang tinggi dibandingkan endorser non-selebriti. Perusahaan menginvestasikan dana yang besar untuk menaikkan citra mereknya melalui endorser selebriti dengan tujuan agar tiga kriteria menarik, keahlian dan dapat dipercaya dapat disalurkan ke merek yang didukung. Secara umum hasil dari studi ini menunjukkan perbedaan pengaruh dari sumber pesan dengan kredibilitas yang tinggi dan dapat dipercaya. Dalam produk Sim Card, kredibilitas model selebriti dianggap menarik konsumen untuk membeli produk namun tidak dengan produk Kopi Instan, konsumen cenderung mempercayai model non-selebriti.Kata Kunci: Kredibilitas; Selebriti dan Non-Selebriti; Niat Beli; Tingkat Kepercayaan Pada Iklan

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa

2017 ◽  
Vol 7 (1) ◽  
pp. 45-58 ◽  
Author(s):  
Karuna Krishna Gauns ◽  
Subhash Kizhakanveatil Bhaskaran Pillai ◽  
Kaustubh Kamat ◽  
Ruey Feng Chen ◽  
Ling-Chen Chang
Keyword(s):  
Purchase Intention ◽  
Response Rate ◽  
Purchase Intentions ◽  
Logit Analysis ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Demographic Profiles ◽  
Buying Behaviour ◽  
The Impact ◽  
Structured Questionnaire

Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.

scholarly journals Parent's responses to nutrient claims and sports celebrity endorsements on energy-dense and nutrient-poor foods: an experimental study

2011 ◽  
Vol 14 (6) ◽  
pp. 1071-1079 ◽  
Author(s):  
Helen Dixon ◽  
Maree Scully ◽  
Melanie Wakefield ◽  
Bridget Kelly ◽  
Kathy Chapman ◽  
...  
Keyword(s):  
Experimental Study ◽  
Consumer Preferences ◽  
Purchase Intentions ◽  
Target Group ◽  
Nutrition Information ◽  
Food Marketing ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Online Experiment ◽  
At Home

AbstractObjectiveTo assess parents’ responses to common, potentially misleading strategies for marketing energy-dense and nutrient-poor (EDNP) child-oriented foods.DesignBetween-subjects online experiment to test whether nutrient claims and sports celebrity endorsements on the front of packs of EDNP products lead parents to prefer and rate these foods more favourably.SettingAustralia.SubjectsA total of 1551 parents of children aged 5–12 years, who were the main household grocery buyers.ResultsInclusion of nutrient claims or sports celebrity endorsements on EDNP products led parents to perceive these products to be more nutritious than if they did not include such promotions. When asked to choose between a pair of different products (EDNP v. healthier), 56 % of parents did not read a nutrition information panel (NIP) before making their choice and this did not differ by promotion condition. These parents were more likely to choose an EDNP product if it included a nutrient claim (OR = 1·83, 95 % CI 1·31, 2·56; P < 0·001) or sports celebrity endorsement (OR = 2·37, 95 % CI 1·70, 3·32; P < 0·001). Sports celebrity endorsements also enhanced parent's perceptions of typical consumers of the product, perceptions of product healthiness and quality, as well as purchase intentions.ConclusionsNutrient claims and sports celebrity endorsements tip consumer preferences towards EDNP products bearing such promotions, especially among the majority who do not read the NIP. As parents largely determine what foods are available to children at home, it is critical that initiatives aimed at reducing the persuasive impact of food marketing include this target group.

scholarly journals Celebrity Endorser & Attitude towards Celebrity results in Purchase Intention – A study with reference to Chennai City

2015 ◽  
Vol 2 (10) ◽  
pp. 1 ◽  
Author(s):  
S. Dinesh Kumar ◽  
V. Hemanth Kumar
Keyword(s):  
Purchase Intention ◽  
Wide Spectrum ◽  
Purchase Intentions ◽  
Target Audience ◽  
Celebrity Endorsements ◽  
Corporate Credibility ◽  
Individual Perception ◽  
Celebrity Endorser ◽  
Chennai City ◽  
Structured Questionnaire

The current hustle &amp; bustle scenario in product promotion every product promoter and manufacturer are forced to promote themselves in a colossus way to attract the target audience. Though advertisements have been an imperative medium of promoting using of opulent stars in ads will fetch them the extra mileage which they anticipate. To prove this there has been a revolution of celebrity endorsements which happens in wide spectrum of products promotion. By travelling on this ideology this study aims to consider the roles of individual perception on celebrity endoser &amp; attitude towards celebrity and also its relationship with corporate credibility and product attractivenss which yields in Purchase Intention. The study has been conducted among diverse people living in Chennai city via structured questionnaire framed with the sample of 500 and the discriptive study suggests that Purchase Intentions is influenced by celebrity endoser and attractiveness of the celebrity.

scholarly journals The Effect of Website Quality Factors on Consumer Delightfulness and Purchase Intentions: Substantiation from Indian E-Tail Visitors

2019 ◽  
Vol 9 (1) ◽  
pp. 4133-4138
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Site Quality ◽  
Quality Factors ◽  
The World ◽  
Indian Consumers ◽  
Unique Model ◽  
On Line ◽  
To Come ◽  
Positive Effect

With the increasing attractiveness of on-line shopping and being the preeminent occupied nation inside the world, India is one among the primary on-line showcases as of now and is likely going to turn into the most significant market inside what's to come. In that capacity, different examinations are committed to site quality and assessments. Investigation endeavours region unit, in any case, in need of understanding the use of web locales as to on-line benefactors conduct, especially Indian consumers. This examination created and by experimentation tried a unique model of the effect of site quality on customer realization and purchase aims. Results showed that site quality consolidates an immediate and positive effect on customer delightful, which customer accomplishment joins a positive effect on purchase intention. .

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