A Re s e a r c h pa pe r ON

PURCHASE INTENTION &

CELEBRITY ENDORSEMENTS
Co u r s e t it l e : CONSUMER BEHAVIOUR
Co u r s e c o de : UM21MB75RAD4

By
ARAVIND N
Pr n: PES12021 03065
Sr n: PES1PG2 1MB041
III SEMESTER

Submit t e d t o
Fa c u l t y na me : PROF. SHILPA SARVANI
PES UNIVERSITY
 CONSUMER BEHAVIOUR

ABSTRACT

Using well-known brands in advertising has long been a common strategy for building a
company's reputation and showcasing its products. Famous names have emerged as the finest
approach to secure brand exposure as current media becomes more congested, making the
need to stand out more vital. Studies show that using well-known endorsers increases brand
purchase intent and fosters favourable impressions of both the endorser and the company. The
great sufficiency and beneficial effects of well-known brand names in advertising,
particularly on purchase scepticism, have been the subject of several research. There is debate
about whether the Marvel endorsers' extraordinary quality, durability, and ability outweigh
the goals of buyers making purchases. The following review aims to determine the impact of
large name maintains on consumers' purchasing assumptions using a sample of 336 Indian
respondents who are familiar with master maintains for various things/indicates. The
explanation is given using Roobina Ohanian's three-layered scale from 1990. The three
genius maintains that Ohanian proposed—interfacing with quality, reliability, and limit—are
thus taken into consideration by the continual evaluation. The collection makes similar
attempts to identify how varied points of view influence customers' purchasing goals. The
component structure was verified using exploratory variable analysis. Strong variable
assessment was used to examine the model's unidimensionality, stability, joined validity, and
discriminant authenticity. The impact of professional maintenance on purchase point was
evaluated using basic condition displaying. The results show that customers' purchasing
choices are significantly impacted by marvels' upkeep. But according to the beta coefficients,
there is no connection between the purchase point and the strong name support. It is also
shown that, even while knowledge has a little effect on purchase intention, compelling quality
and consistency have a significant effect on that assumption.

KEYWORDS

Celebrity endorsements, purchase intention, Endorser, Advertising, Positive Impact,

Consumer behaviour.

2
 CONSUMER BEHAVIOUR

INTRODUCTION

Expert maintains have evolved into a model and tried-and-true method for enhancing brand
awareness and product presentation in advertising. With modern media becoming more
intelligently intertwined, there is a greater need to stand out, and VIPs have shown to be the
most successful method for ensuring a brand's distinctive brilliance.

Despite the traditional arguments in favour of this arrangement, competent professionals have
done a fair and accurate evaluation to emphasise the possible benefits of item assistance (Till
and Shimp, 1998). Celebrities find it challenging to boost marketing while preventing the
eventual collapse. Due to their wide degree of item evaluation, it has been appropriate that
the items used by masters assist them in helping and become more visible when acquired
(Bowman 2002). The findings of the O'Mahony and Meenaghan (1998) research show that
consumers had an overall positive opinion of virtuoso maintenance.

CELEBRITY - CONCEPT

Stars are those who value the public's opinion and sometimes exhibit qualities like attraction
and dependability.

Anyone who is well-known to everyone for anything other than what they are doing at
the moment is said to have a "tremendous name," such as an entertainer, sports figure,
performer, or someone else (Friedman and Friedman, 1979).

CELEBRITY ENDORSER

According to McCracken, VIP endorsers are "someone who seeks public attention and who
leverages this notoriety to urge a customer to purchase by showing up with it in a
progression" (1989).

3
 CONSUMER BEHAVIOUR

A big name endorser is "a public "a hotshot certification to suggest or co-present with an item
in a progression," which is a clear definition, according to Stafford et al. (2003). A well-
known brand spokesperson is "a person who is well-known among the public for their
accomplishments in domains unrelated to the thing being maintained," according to Kamins
(1989).

CELEBRITY ENDORSEMENT

Today's industry has benefited greatly from virtuoso ensuring. In actuality, maintaining VIPs
is a crucial aspect of modern performance. One presumption is that "tremendous name
supports" are a "certain" part of front showing (McCracken 1989). Additionally, it may
promote broad compassion, increase the development's fabulousness and make it more
imaginable, irreplaceable, and enticing (Spielman, 1981).

Buying Assumption Goals speak to "the particular's inspiration in the mood of their
perceptive approach to apply labour to complete a technique to deal with behaving," as
opposed to attitudes, which are frame assessments (Eagly and Chaiken, 1993). According to
the following, the importance of acquisition goals may be less significant in this context:
Predispositions to take private action with the brand are known as buy presumptions (Bagozzi
et al., 1979; Ostrom, 1969).

PURCHASE INTENTION

Numerous studies have shown that celebrity endorsements will likely have a substantial
influence on consumer purchasing decisions. Atkin and Block (1983) and Pitiful et al. (1983)
noted that large name endorsers offered more elevating options for advertising and more
indisputable purchase aims when compared to non-superstar endorsers (Goldsmith, Lafferty
and Newell 2000; Mathur, Mathur and Rangan, 1997).

4
 CONSUMER BEHAVIOUR

LITERATURE REVIEW

Because they may evoke more personal and emotional responses than non-famous endorsers,
superstars are commonly selected by fans to identify their character with a product or brand
(Kaikati, 1987); Kanungo and Pulsate, 1973; Atkin and Block; Irrelevant and Cacioppo;
2007; Kurzman, among others. Because celebrity endorsers may evoke more personal and
emotional emotions than less recognised endorsers, superstar endorsements are regularly
employed (Ohanian, 1991).

Advertising is the most popular way to link well-known individuals to a certain brand of
goods; according to many studies (Atkin and Block, 1983; Kamins, 1990; O'Mahony and
Meenaghan, 1998), VIP endorsers inspire more notable inclinations toward success than non-
master endorsers. According to Atkin and Block (1983) and Futile et al (1983), the well-
known endorsers shown higher enthusiasm when compared to the non-virtuoso endorsers.

Numerous studies have shown the value of celebrity endorsements in public relations and the
positive results they provide, especially when it comes to the endorsers' sincerity, message
updates, guarantees, and purchasing points. According to Mehta (1994), there aren't many
variations between high-profile and non-VIP consumers when it comes to their views on
branding, marketing, and purchase decisions related to the chosen brand (Menon, 2001;
Pornpitakpan, 2003; Pringle and Binet, 2005; Roy, 2006).

A detailed investigation of the veracity of celebrity claims revealed that the large name still
provides advantages in the following areas: (Part and Biswas, 2001; Atkin and Block, 1983).
The development message may be made even more striking by the pleasant connections that
well-known celebrities help to create in the minds of their audience members (Choi and
Biswas, 2001). (1995; Schultz and Barnes).

5
 CONSUMER BEHAVIOUR

Virtuoso help has become an unthinkable instrument that advertising experts employ to
promote a brand or business using the celebrity's image and unwavering support (Atkin and
Block, 1983). Customers recognise the large brand as the final option is a verified model,
which makes the movement energising, captivating, appealing, and eye-catching (Ohanian,
1991; Kamins, 1990). (Atkin and Block, 1983).

According to Biswas, Hussain, and O'Donnell, the grounds for studying celebrities were their
unquestionable qualities, shallow point of confluence, attraction and grandeur, delight, and
review value or common attribute of the well-known names (2009). As a result of upholds
realising that a well-known name offers a sort of emotional significance that develops into
brand connection and affects how consumers perceive a defunct brand (Agrawal and
Kamakura, 1995).

It supports the goal of a genuine match between the famous person's persona and the item
credits. Customers' impressions are more significantly influenced by the similarity of the
wonder's and the object's aspects, which produces wonderful judgements about the brand.
Propensity for the notice is influenced by VIP treatment and comparisons between endorsers
and the sponsored brand, which in turn affects attitude toward the expected purchase of the
supported brand (Spot et al., 2012).

Using well-known names in headlines may have an impact on a brand's legitimacy, message
memory, remembrance, and the benevolence of the warning at the end on potential buyers,
according to research (Pornpitakpan, 2003; Pringle and Binet, 2005; Roy, 2006). Pope,
Voges, and Brown (2009) discovered that accepting a famous name has five advantages: it
stimulates thought, saves the board, repositions the brand, generally advances, and makes
transactions easier.

Negative comments or reception, terrible image alterations, a decline in normalcy, moral

dilemmas, losing worthiness by over-supporting, or covertly welcomed things may all have a
detrimental impact on the brand image of the maintained items and even damage the brand's

6
 CONSUMER BEHAVIOUR

reputation (Cooper, 1984; Kaikati, 1987; Klebba and Unger, 1982; Till and Shimp, 1995; Till,
1996). (Percy and Rosesiter, 1987; Erdogan, 1999)

Because every major affiliate in India is compelled to use fully acknowledged and regularly
visible celebrity endorsers, consumers are left confused and ill-equipped to identify which
brand the big name is promoting. Another extremely typical issue related to being a genius is
overexposure (Tripp, Jensen and Carlson, 1994; Mowen and Brown, 1981).

GAP ANALYSIS

The goal of the present study is to ascertain how celebrity upkeep influences Indian
consumers' expectations for purchases. It will be intriguing to observe whether the current
effort also yields comparable outcomes. The bulk of evaluation research carried out in the
past have shown a favourable effect of recognisable brands on customers' buying anxieties.
At buyer social events and in many other nations, previous evaluations have been pushed.

It is astonishing to note that the influence of allure, unshakable quality, and restriction on
buyers' purchase focuses have never been examined simultaneously in previous evaluations.
While some analyses have shown that these celebrity endorser characteristics have a positive
influence on purchase presumptions, others have found that they have no bearing on the buy
goal.

OBJECTIVES

The investigation's on-going goal is to comprehend:

I. The influence of well-known people on customers' purchasing goals;

II. The allure of well-known people on customers' purchasing decisions;
III. The consistency of well-known people on customers' purchasing suspicion; and
IV. The limit of well-known people on customers' purchasing suspicion.

7
 CONSUMER BEHAVIOUR

RESEARCH METHODOLOGY

Perceptions from the creation helped organise the evaluation using instrumentation through
the careful selection of products for comparing the various manufacturers, pre-testing the tool
by academics and subject-matter experts to weed out satisfied authenticity, and then
conducting a pilot study with a minimum model size of 50. The explicitness of the questions
and measurement accuracy were discussed in the replies.

ANALYSIS AND RESULTS

The improvement of an evaluation scale necessitates examining the consistent idea of makes,
therefore Cronbach is not set forever. After that, a directed exploratory variable analysis was
done to support the component structure that Ohanian had presented (1990). The joined and
discriminant validity were finally determined using a strong part assessment.

At a 95% confidence level, the normalised beta value is seen as huge, suggesting that well-
known brands commonly affect consumers' buying objectives. Therefore, H1 is cleared. This
shows that mentioning well-known firms in marketing materials may aid a marketer in
persuading customers to buy the brand or item being promoted. Regarding the relationship
between large brand maintenance companies,

H2 and H3 are thus excused, or at least H4 is thought to be excused. The investigation shows
that the quality and dependability of a well-known endorser have the greatest impact on
customers' buy intents, but their effect on choices to make a purchase is not particularly
important. This demonstrates that remembering a knowledgeable wonderful individual is not
as crucial as employing a fascinating and trustworthy large name that could help you increase
clients' faith in your business or product.

8
 CONSUMER BEHAVIOUR

Therefore, the virtuoso's persistence, appeal, cap, conversation, and disclosures have the most
impact on a notable endorser's choice.

DISCUSSION AND FINDINGS

According to several studies, advances with well-known names express more appeal, thought,
interest, and maybe even sales than those without such names (Cooper, 1983; Irrelevant et al.
1983; Ohanian 1991). According to prior studies on big name endorsements, professionals
tend to make more fundamental assumptions about purchases and more positive predictions
about the future than non-superstar endorsers.

The influence of huge name maintenance on the indicated perspective was evaluated using a
three-layered wonder ensuring scale proposed by Ohanian (1990). There were a total of 18
requests on the Likert scale in the graphical tool, all of which had outstanding levels of r and
p. The continuous evaluation looked at the appearance of the hidden condition, the evaluation
of the checking variables, and the assessment of the exploratory parts to see how professional
maintenance affected the customers' purchasing objectives.

The study's findings demonstrated that well-known brand names greatly affect customers'
buying choices, with the beta coefficient demonstrating a gradual weakening of the
relationship between the two (r). These findings are based on those from a number of prior
studies, including McGuire (1985), Hovland and Weiss (1951), Atkin and Block (1983), Petty
et al. (1983), Cooper (1984), Senior part and Biswas (2001), Pornpitakpan (2003), and Chan,
Leung N. (2013).

A big name endorser's quality and consistency were shown to have a fundamental impact on
buyers' buy points, and it was also shown that the ability of a celebrity endorsement seldom
influences a buyer's choice to purchase. It would be fascinating to see if these findings

9
 CONSUMER BEHAVIOUR

considerably vary from those of Ohanian (1991), who found that skill had a big impact but
that allure and allegiance to a well-known name endorser did not.

If every element of the marketing mix is well planned out, these favourable buying points
might be totally transformed into buy points. In this manner, the continual overview
disclosures show that well-known endorsements may be important areas of strength for a tool
that marketing specialists may use as typically powerfully impacting customers' purchasing
goals (Farrell, et al., 2000, Erdogan, 2001).

CONCLUSION

1. The investigation showed that, among the various master endorser characteristics, the
superstar's endurance should come first, followed by the choice of a significant name
endorser, especially in terms of appeal and health. The present research teaches managers by
detailing which blatant characteristic of a well-known brand endorser demands more thought
about its applicability during decision-making.

2. Since regularly influencing consumers' buying assumptions is typical, the findings of the
current inquiry imply that expert backings may be a compelling demonstrating technique
accessible to advertising. By properly balancing various components of the displaying mix, it
is possible to completely move over to these advantageous purchasing places.

Furthermore, as was already indicated, the enormous name support scale's beta coefficients
similarly placed dependability as the most crucial element in selecting a VIP endorser,
followed by links to quality and power. Because of this, buyers should remember that a large
name endorser has a stronger connection to the buying point than a VIP endorser when
picking a fantastic brand.

10
 CONSUMER BEHAVIOUR

LIMITATIONS OF THE STUDY AND FUTURE RECOMMENDATIONS

The research also discloses a few obstacles that may be useful for further investigation,
although a segment of the crucial area for additional research supports the course of action.

As potential social contrasts that might have an impact on the overview's

conclusion, what comes next analyses might examine these findings for various
manufacturing and created economies. This could give researchers a thorough understanding
of the effects of well-known endorsers on clients from different socioeconomic classes.

Future research should look into how superstar maintenance affects customer purchase points
and how planning effects are correctly created. Future research may look at how star
maintenance affects objects with different degrees of responsibility.

11
CONSUMER BEHAVIOUR

12
 CONSUMER BEHAVIOUR

REFERENCES

13
CONSUMER BEHAVIOUR

14