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Celebrity Endorsement as a Physiological Apparatus

Article · February 2015

DOI: 10.18052/[Link]/ILSHS.47.55

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International Letters of Social and Humanistic Sciences Online: 2015-02-02
ISSN: 2300-2697, Vol. 47, pp 55-62
doi:10.18052/[Link]/ILSHS.47.55
© 2015 SciPress Ltd., Switzerland

Celebrity endorsement as a physiological apparatus

Miss Anam, Muhammad Anosh*, Naqvi Hamad

NCBA&E D G Khan Campus Ghazi University D G Khan, Bloomfield Hall School, Pakistan
*E-mail address: anoshilyas@[Link]

ABSTRACT
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.

Keywords: Attitude toward celebrity; Celebrity Creditability; Celebrity Endorsement; Consumer

buying behavior

1. INTRODUCTION

Study disclose that celebrity endorsement technique is appropriate from last four decors
because advertiser grasp when they use the personalities in commercial they are owned by
community, it help to align the trademark and makes the brand more trustable and fancy for
natives. But research also make obvious that all celebrities are not unbeaten endorser, and it
makes the assortment procedure of endorser convoluted (Giffin 1967).The essential function
of commercial is to responsiveness and increase the concentration and capture customer mind
share . For classified ad they use numerous advertising practices. Celebrity endorsement is
imperative procedure that use the illustration and recognition of celebrities for encouragement
of manufactured goods and corporation (Alkin & Block, 1983). Celebrity endorsement
technique makes commercial not only appealing and striking but also helps in concentration
as well (Ohanian 1991, Kamins 1990). Because superstar are considered as role model of
spectators and leave a superior collision on their lives.
The corporation desire the personality for endorsement of trademark not only on the
basis of their desirability but expectation merit image in community (Sternthal, Dholakia
1978). Companies must be careful in top quality celebrities as endorser for their goods
because sometime a slight fault or erroneous step in endorser assortment process can make
their operation objective less. And this will eventually step back the brand on the place where
it is. (Kaikati 1987, Till and Shimp 1995).
The aggregation of this characteristic makes a optimistic collision on the client, because
frequently buyer like the celebrities for the trust worthiness, some people like their

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56 Volume 47

attractiveness and material trait. Most significantly the company focus contest between the
celebrity personality and product or brand features or attributes.
For the achievement of trademark this contest verify so much essential because it
completely crash on customer mind and helps in making a constructive and positive
sensitivity about brand (Micheal, Ohanin 1991). Crucial aim of any endorsement is to
formulate it dissimilar representation. Represent brand in a way that visibly make it singular
from other brands, second is the information that you are giving out client must remind and
last one is to convince or persuade the spectators to make a purchase of brand. This is possible
when you convey a optimistic image about the features or aspect of products. Current cram
shows how absolutely celebrity endorsement of trademark optimistically influences the
buying intention of Clint. The basic intention of research is to analyze the effect of celebrity
endorsement of brands on consumer buying behavior of D g khan market. Current cram will
show Is there any optimistic impact of celebrity endorsement on buying behavior of Clint ? &
What are the foremost magnitude of celebrity endorsement which build superior collision on
buying intention of client?
Following hypothesis was originated;
1- Celebrity endorsement of brands will positively influence the buying intention of customer
2- Celebrity creditability motivates me to purchase.

2. LITERATURE REVIEW

To make their commercial more effectual companies struggle to use new and exclusive
way of advertisement of their brands according to the marketing tendency. Celebrity
endorsement is one of the most valuable method. Celebrities carry a affirmative image in the
mind of customer and advertiser know that they can use this positive image to convey the
massage of their brand. (CHOI Cracken 1989). Companies exercise the celebrity endorsement
due to its benefits and optimistic sway. Celebrity endorsement have number of advantages,
like advertisement endorsed by celebrities are more attractive as compare to non-celebrity
ones.
The source attractiveness model shows that the endorser who is physically striking,
Customer contains optimistic sensitivity and attributes (Evdogan 1999). Research demonstrate
that endorser who are physically attractive have positive influence on customer belief. This is
the main reason most of companies in the advertisement of their brand use attractive
celebrities (Baker & Churchill Jr 19977). The attractiveness contain a large domain not only
physically attraction the whole life style and personality dimension of celebrities. Mc Guire
(1968) defines the three main factor that enhance the attractiveness are how much customer
are familiar, similarly and like the endorser. Similarity mean the extend to which customer
believe endorser are similar to them, familiarity mean how much customer have information
about the endorser, like ability mean how much customer have affection and endorser due to
their physical attractiveness (Mc Guire 1969).
Source credibility model:
Source credibility model based on the credibility of the endorser, the truth worthiness
and the trust the customer have on the endorser. Extend to which customer believe endorser as
enterprise. Expertise is extend to which customer belief that endorser have knowledge, skillful
and experience about the brand. When company uses expert endorser it’s positively effect the
buying intention of customer (Erodogan 1999). Truth worthiness is basically about extended
 International Letters of Social and Humanistic Sciences Vol. 47 57

to which customer belief that endorser is honest and believable and they can trust on the
endorser. When there is highly percentage of these aspects.
The product match up hypothesis:
According to product match up hypothesis it is very necessary that the celebrity
personality must match with brand features or attributes. More the degree of match between
brand and endorser, more the successful match up would be. The advertisements in which
endorser (celebrity) and brand have high degree of fitness have more ability to influence the
customer buying behavior (Micheal 1989). That why now a day s companies are focusing on
making a proper match up between the endorser and brand attribute when they select
celebrities as their brand endorser. For product celebrity match up the physical attractiveness
of celebrity is also very important. Especially for the beauty product attractive celebrities have
more ability to persuade because customer believe as product make endorser beautiful so it
will work in real (Kamins 1990).

3. CONCEPTUAL FRAMEWORK

The main objective of the research is to examine the impact of celebrity endorsement on
consumer buying behavior. A conceptual framework was develop on the right side there is
celebrity buying behavior and on the left side we take three different variable of celebrity
endorsement.
Dependent variable:
The dependent variable is consumer buying behavior (CCB)
Independent variable:
The independent variable are
1. Celebrity creditability(CD)
2. Attitude toward celebrity(ATC)

Attitude
toward
celebrity
Celebrity Consumer buying
endorsement behavior

Celebrity
Creditability

Figure 1. Conceptual framework.

58 Volume 47

Variables Entered/Removeda.

Variables Variables
Model Method
Entered Removed

1 CD, ATCb . Enter

a. Dependent Variable: CBB

b. Tolerance = .000 limits reached.

Model Summary.

Adjusted R
Model R Square Std. Error of the Estimate
Square

1 .799a .639 .619 .43636

a. Predictors: (Constant), CD, ATC

As value of R shows that the relationship among different independent variable and dependent
variable is mediocre as value of R is .799 while value of R square shows that all independent
variables have brought 63.3% change in dependent variable while adjusted R square shows
that 61.9 % change in DV due to when results are applied on all the population as a whole
while standard error estimate shows that 46.8% change in DV is due external factors

ANOVAa.

Model Sum of Squares Df Mean Square F Sig.

Regression 12.455 2 6.227 32.704 .000b

Residual 7.045 37 .190

1

Total 19.500 39

a. Dependent Variable: CBB

b. Predictors: (Constant), CD, ATC
 International Letters of Social and Humanistic Sciences Vol. 47 59

4. RESEARCH METHODOLOGIES

Questionnaire was develop to test our hypothesis, likert scale used having four
categories ranging from 1=strongly agree to 4=strongly disagree. The questionnaire was
basically containing seventeen questions. First we asked about general information about
respondents, second section was about consumer buying behavior which contains five
questions, third section was about attitude toward celebrity which contains five questions, and
last section was about celebrity creditability. The questionnaire was distributed among
different students, professionals and other persons, the population Was from [Link] city
which contain both male and female of different age groups. The sample size was 40.

5. ANALYSIS / INTERPRETATION

To check the result of questionnaire we the SPSS was used, regression analysis and
correlation analysis techniques are used.
Previous theories show that Celebrities carry a positive image in the mind of customer
and advertiser knows that they can use this positive image to convey the message of their
brand. (CHOI Cracken 1989). Celebrity endorsement technique makes advertisement not only
interesting and attractive but also helps in getting attention as well (Ohanian 1991, Kamins
1990). Because celebrities are considered as role model of audience and leave a good impact
on their lives. That’s why consumers not only show a positive attitude toward celebrity ,
because they consider them as role model and celebrities leave a positive impact on their lives
, celebrity also motivate them to purchase. Our result also show a positive attitude toward
celebrity and positive celebrity motivation that’s show our hypothesis H1 true, that celebrity
endorsement advertisement positively influence the buying behavior of consumers.
This anova table sig value is less than .05 its shows the health of overall model of frame work
and it shows that model is healthy.

Coefficientsa.

Standardized
Unstandardized Coefficients
Model Coefficients t Sig.
B Std. Error Beta

(Constant) -.967 .344 -2.811 .008

1 ATC 1.049 .440 .444 2.381 .023

CD .951 .457 .387 2.078 .045

a. Dependent Variable: CBB

The above regression table shows that how many hypothesis are rejected and which are
accepted as Sig value of ATC is .032 which is less than .05 hence this hypothesis is accepted
and value of B shows that it has a positive relationship as well while for CD sig value is .045
60 Volume 47

which is also less than .05 hence this hypothesis is also accepted that it have an impact on
Dependent variable.
In the last the correlation was done between the variable of celebrity endorsement like
ATC, CC and CM. Correlation measures not only the strength of relationship between
variable but also the direction between them.

Correlations.

CBB ATC CD

Pearson Correlation 1

CBB Sig. (2-tailed)

N 40

Pearson Correlation .772** 1

ATC Sig. (2-tailed) .000

N 40 40

Pearson Correlation .764** .848** 1

CD Sig. (2-tailed) .000 .000

N 40 40 40

**. Correlation is significant at the 0.01 level (2-tailed).

Interpretation

The correlation table shows that ATC, and CD has mediocre relationship with CBB it is
known form the value of Pearson correlation as it shows weak relationship.

6. CONCLUSION

The marketers use different technique for advertisement to attract the more audience
and celebrity endorsement is one of them. It is prove in previous study and this study also
show that celebrity endorsement positively influence the buying intention of customers.
Customers show a positive attitude toward the celebrities and companies can use celebrities as
motivational tool to influence the buying behavior because result shows that celebrities
positively motivate the customers toward purchase. Result shows that advertisements that are
endorsed by celebrity attract the customer more and celebrity creditability can also influence
the customer positively.
 International Letters of Social and Humanistic Sciences Vol. 47 61

Limitations

This study has the following limitation and future research can address these issues
1- The questionnaire was distributed on [Link] city
2- The sample size was small it could be increase to get a comprehensive study.
3- Few variables are used there; more variables can be used to check the impact on buying.
Future research can be that how companies should select the celebrity and investigate
either the celebrity from entertainment media like film and TV star or sport person are more
influential for customer.

References

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Advertising Research, 23, March, pp.57-61.
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[4] Schlecht, C. (2003). "Celebrities impact on branding." Center on Global Brand
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[5] McCracken, G. (1989). "Who is the celebrity endorser? Cultural foundations of the
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[8] Sternthal, B., R. Dholakia, et al. (1978). "The persuasive effect of source credibility:
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 62 Volume 47

[14] Michael, A. K. (1989). "Celebrity and non-celebrity advertising in a two-sided context."

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( Received 28 November 2014; accepted 09 January 2015 )

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