Impact of celebrity endorsement on consumer buying behavior towards beauty soap in Karachi city

Muneeba Khalid and Danish Siddiqui

MPRA Paper from University Library of Munich, Germany

Abstract: This research paper focused on the impact celebrity endorsement has on consumer buying behavior towards beauty soaps particularly in Karachi city. Pakistan is a country where people would love and proud to follow or copy or be look like their favorite celebrities. Unilever Pakistan has cashed or used this psyche of Pakistanis very beautifully for their beauty soap named LUX but on the other hand for its beauty soap, named Dove, it has taken commoners to promote that product. In this research it is founded that in Pakistan especially in Karachi city there are more users of LUX than Dove and this is due to two reasons in which Celebrity endorsement is one described in detail in this paper. Results of this paper indicates that when companies choose celebrities based on factors such as, Credibility (physical attractiveness, trustworthiness, expertise), Emotional Involvement (passion, dedication), Meaning Transfer (effective communication, field of celebrity endorsed that best match with the product attributes) this would have a positive impact on consumers’ buying behavior. Recommendation for companies regarding selection of celebrities is that companies should do that after ensure that the celebrities’ image and overall personalities must match with the brand personality.

Keywords: Celebrity endorsement; Consumer buying behavior (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018-08-28, Revised 2018-09-17
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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