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Celebrity Endorsement in Healthcare Impact

The study examines the impact of celebrity endorsement on the brand image of healthcare products, finding that the trustworthiness and credibility of celebrities significantly influence consumer perception. It concludes that a celebrity's public image can have both positive and negative effects on a brand, with attractive endorsers enhancing brand recall. The recommendation is for companies to choose endorsers who are appealing to their target audience in various aspects to maximize effectiveness.

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22 views1 page

Celebrity Endorsement in Healthcare Impact

The study examines the impact of celebrity endorsement on the brand image of healthcare products, finding that the trustworthiness and credibility of celebrities significantly influence consumer perception. It concludes that a celebrity's public image can have both positive and negative effects on a brand, with attractive endorsers enhancing brand recall. The recommendation is for companies to choose endorsers who are appealing to their target audience in various aspects to maximize effectiveness.

Uploaded by

ajsumido
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Instructions: Identify the findings, conclusion and recommendation from the research

abstract below.
SOURCE: The Impact of Celebrity Endorsement on Perceived Effectiveness of
Healthcare Products or Services
Researcher: Dr. Asima Faisal
March 30, 2018
[Link]

Abstract:

Celebrities are exceedingly persuasive people whose whereabouts and verdicts are
watched and often emulated by followers in wide range. Many celebrities use this fame and
recognition to appear in prominent social standing and to offer medical advice or endorse
healthcare products, this trend is becoming evident greatly. The aim of the study is to
examine the role of celebrity endorsement on brand image in the healthcare industry. We
performed quantitative study and used questionnaires to collect data from general public
who are probable healthcare consumers. We aimed to target 175 participants through
convenience sampling, however 120 participants provided consent to participate in the
study. Statistical Package for Social Science (SPSS) version 20 was used to analyze and
evaluate the data congregated from the participants. It was identified that trustworthiness
and credibility of celebrities are the most persuading features on the brand. Furthermore,
participants also expressed that companies do brand endorsement with the help of
celebrities to compete the competitors. Thus it can be concluded that there is a positive and
negative affect on consumers of the endorsed brand as per the image of celebrity. This
indicates that celebrity with influential public image will effortlessly augment company
acceptance likewise celebrities with meager image are impediments to company image in
healthcare industry. It has been also identified that celebrity endorsement creates positive
image and give huge exposure to the healthcare brand increasing its consumers. This study
recommends that the endorser should be attractive to the target audience in certain aspects
like physical appearance, intellectual capabilities, athletic competence, and lifestyle. It has
been proven that an endorser that appears attractive has a greater chance of enhancing the
customers‟ memory of the brand that he or she endorses.

Keywords: Celebrity Endorsement, Healthcare Industry, Perceived E ffectiveness

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