A Case Study
Presented to the Faculty of the
College of Business and Accountancy
Central Philippine University
Jaro, Iloilo City
In Partial Fulfillment
of the Requirements for the Subject
____ (descriptive title)
The purpose of this paper is to investigate the influence of using celebrity endorsements on consumer buying behavior and product choice, and to provide guidance for marketing and advertising students with respect to the effectiveness of celebrity-product endorsement on influencing consumers buying decision process. This study was based on empirical approach. A convenience sample of 200 Marketing students from the College of Business and Accountancy were employed. The objective of the study is (1) to study the impact of celebrity endorsement on consumer buying behavior, (2) to study the influence of consumer’s gender, age and family income on their buying behavior on celebrity endorsed advertisement, (3) to understand the effectiveness of celebrity endorsement vs. non celebrity endorsement, and (4) effects of multiple celebrity endorsements and consumer celebrity attachment on attitude and purchase intention. Exploratory and Descriptive analysis and One Sample t-Test was used to analyze the data. The result of the study is found that the respondents were influenced by celebrity product endorsement in terms of buying decision process or product choice. Differences in celebrity’s gender were found to be varied with respect to the endorsed products and the target audience characteristics. The present research urged further studies to be carried on to examine the reasons behind the inability of using celebrities to influence consumers' purchasing decision and product choice.
STATEMENT OF THE PROBLEM
The research objective of this study is to study the impact of celebrity endorsement on consumer buying behavior among Marketing students of Central Philippine University. The study examined the influence of consumer’s gender, age and family income on their buying behavior on celebrity endorsed advertisement. It attempts to understand the effectiveness of celebrity endorsement vs. non-celebrity endorsement. Finally it tries to analyze the effects of multiple celebrity endorsements and consumer celebrity attachment on attitude and purchase intention.
Celebrity endorsement helps in making a product visible or any new brand a visible brand by affecting consumer’s pre-purchase attitude using of celebrities like sports, athletes or actors that can raise the profile of a company. It can help with consumer’s awareness with a brand, endorse the effects of particular product or ingredient or drive sales of a long-standing product that needs a boost (Dean, 1999). The credibility, attractiveness and match up are the main criteria’s for selecting the celebrities (Mohammad and Al Zoubi, 2011). Consumers expect congruence between the perceived image and the type of the product which they endorse. Celebrities must possess expertise in product categories consistent with their public profile and their perceived lifestyles. Their image portrayed in personal and the public affects the way consumers perceive celebrities. Consumers have a tendency to form an attachment to any object that reinforces one’s self identity or desired image, renders feelings of connectedness to a group or to any object that elicit nostalgia, and perhaps the most vivid example of this form of attachment maybe found in the consumer’s preoccupation with the celebrities (O'Mahony and Irish, 1997). The celebrity endorsement can have an impact on the...