Examining the Influence of Celebrity Endorsement on Purchase Intention: A Descriptive Study in North India with reference to Mobile Handset Advertisements

Rajesh Kumar

Abstract


The concept of celebrity endorsement has become a rage in India with every company trying to rope in a brand ambassador for their brands by spending millions of dollars. Among many other marketing tools, celebrity endorsements have become one of the most powerful and widely used means of communication between marketer and consumer. The present study is descriptive in nature and focused on assessing the influence of celebrity endorsements on purchase intentions of consumers with reference to mobile handset advertisements in select states/UT of north India. For making study more comprehensive this influence has been studied in association with demographic and socioeconomic variables i.e. gender, area, age, education and occupation. Further, this study also attempts to find out the most preferred celebrity in mobile handset advertisements as per the liking of consumers. Mann Whitney U test and Kruskal Wallis test have been used to check the variance. The results of the study indicate that there is significant association of gender, area and occupation with the influence of celebrity endorsement on the purchase intention. Age and education has shown no significant association with influence of celebrity endorsement on the purchasing intention.


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