Measuring the Influence of Celebrity Endorsement on Customer Purchase Intention Using TEARS Model

Norlina M. Ali (), Siti Farrah Shahwir, Mazlina Ismail, Nur Adilah Saud and Fattematu Addella Nafis
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Norlina M. Ali: Universiti Teknologi MARA
Siti Farrah Shahwir: Universiti Teknologi MARA
Mazlina Ismail: Universiti Teknologi MARA
Nur Adilah Saud: Universiti Teknologi MARA
Fattematu Addella Nafis: Universiti Teknologi MARA

A chapter in Industry Forward and Technology Transformation in Business and Entrepreneurship, 2023, pp 59-72 from Springer

Abstract: Abstract Celebrity endorsement is one of the marketing strategies used to help a brand gain a new potential customer. Celebrities promote products and services in ways that help in building credibility and brand awareness among customers. Featuring celebrities in advertising campaigns brings immediate results in sales and return on investment for the organisation. Additionally, celebrity endorsement can encourage consumer purchase intention and turn them into loyal customers. However, using multiple celebrities as endorsers can lead to consumer confusion. Using the TEARS (trustworthiness, expert, attractiveness, respect, and similarity) model as an indicator, this study aimed to determine the factors that influenced the adoption of the celebrity endorsement strategy on customer purchase intention in the textile business. The information was gathered through a questionnaire survey. The survey was given to 100 respondents who came to buy the products. The findings revealed that only three factors influenced celebrity endorsement: similarity, expertise, and respect towards consumer buying intentions. Surprisingly, trustworthiness and attractiveness of the endorsers were less important factors for consumers while shopping at the outlets. It showed that consumers tended to buy more products based on the celebrity’s expertise in how well the celebrity explained and demonstrated the product to the consumers through traditional or digital platforms. Moreover, the consumers were more educated and demanded products that had similar characteristics to them.

Keywords: Celebrity endorsement; Purchase intention; TEARS model (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-2337-3_6

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DOI: 10.1007/978-981-99-2337-3_6

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