Title: Attitude towards celebrity endorsement - a case study of adolescent students using personal care products

Authors: U. Abirami; Jayasree Krishnan

Addresses: Department of MBA, St. Joseph's College of Engineering, Jeppiar Nagar, Old Mamallapuram Road, Semmencherry, Chennai – 600119, Tamil Nadu, India ' Department of MBA, St. Joseph's College of Engineering, Jeppiar Nagar, Old Mamallapuram Road, Semmencherry, Chennai – 600119, Tamil Nadu, India

Abstract: In advertisements, exploring the influence of celebrity endorsers on the consumer's perception towards the brands/products is an interesting and active area of research. The objective of this paper is to investigate the impact of celebrity endorsement on students in terms of their purchase intention with reference to personal care products. The input variables included attitude towards celebrity endorsers, relationship between celebrity endorser and consumer and purchase intention was considered as the output variable. The study used a survey instrument to collect data from 300 students undergoing their Bachelor of Engineering degree course in five reputed colleges in Chennai, Tamil Nadu. Overall, results show that attitude towards celebrity, relationship with celebrity endorser are positively impacting the purchase intention toward personal care products. Variables like attractiveness, expertise, endorser effect, celebrity trap, negative events, product information and consumer manipulation are found to have significantly impacted the consumers purchase intention towards personal care products.

Keywords: celebrity endorsement; consumer attitude; personal care products; purchase intention; advertisement.

DOI: 10.1504/IJBEX.2018.088311

International Journal of Business Excellence, 2018 Vol.14 No.1, pp.1 - 17

Received: 18 Jun 2016
Accepted: 25 Sep 2016
Published online: 04 Dec 2017 *

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