A Study of the Effect of Celebrity Endorsement on Purchase Intentions

Yihan Jiang ()
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Yihan Jiang: Chinese University of Hong Kong

A chapter in Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022), 2022, pp 247-255 from Springer

Abstract: Abstract As advertising grows pervasive in everyday life, it plays a significant role that brands recognize. Advertisements shape consumers’ attitudes of brands and, to some extent, influence their purchasing behavior. This study focuses on endorsers’ attributes and employs the source attractiveness model to determine which types of endorsers can most effectively influence consumers’ purchase intentions, analyzing them independently for various product types. Using SPSS with more than 200 respondents, the results indicate that familiarity, likability and similarity all contribute to positive consumer attitudes towards advertising and thus towards brands, which further increases consumer purchase intentions. The paper concludes with suggestions for choosing endorsers for hedonistic and utilitarian items.

Keywords: Source Attractiveness Model; Purchase Intention; Product Type (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-052-7_29

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DOI: 10.2991/978-94-6463-052-7_29

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