Effect of Celebrity-Endorsed Advertisement and Entrepreneurial Marketing on Purchase Behavior of Smartphone Consumers in Pakistan

Muhammad Raza, Normalisa Md Isa, Shamsul Huda Bt Abd Rani ()
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Muhammad Raza, Normalisa Md Isa, Shamsul Huda Bt Abd Rani: Emaan Institute of Management & Sciences, Karachi

Journal of Management Sciences, 2019, vol. 6, issue 1, 15-29

Abstract: This article presents the results of an investigation of the impact of celebrity-endorsed advertisement and entrepreneurial marketing on purchase behavior of smart phone consumers in Karachi, Pakistan. The study has conceptually shaped celebrity-endorsed advertisement as formative construct with celebrity physical attractiveness, expertise, trust, and familiarity as inclusive factors. For this purpose, total 247 sample responses were collected by convenience sampling technique. The data has been analyzed by PLS method. The results revealed that celebrity-endorsed advertisement and entrepreneurial marketing has a significant impact on purchase behavior. The study can be concluded that celebrity-endorsed advertisement and entrepreneurial marketing plays significant role in purchase behavior of smart phone consumers in Pakistan.

Keywords: Celebrity-endorsed advertisement; entrepreneurial marketing; purchase behavior; smartphones; Pakistan (search for similar items in EconPapers)
Date: 2019
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