Celebrity Endorsement in Advertisement and Young Consumers' Purchase Intention

Abstract

The purpose of this study is to examine the celebrity endorsement in advertisement and young consumers purchase intention. Because of the cluttering of advertisements, it has emerged as extraordinary difficult for marketers to get the attention of younger clients. Marketers across the world are actually relying on celebrity endorsements. Endorsement is a term that has various definitions depending on the context of its use. Endorsements can confer on a brand a larger-than-life image, and if the advertising follows the current celebrities and personalities, the endorsement can last quite long. Lux is an example, which is endorsed by all the leading actresses of the generation, helping greatly to keep Lux a relevant and attractive brand even as consumers change. The study showed that while majority of respondents expressed satisfaction with the products endorsed by celebrities, a greater number held that celebrity endorsement does not influence them to purchase a product. The study also found out that quality and price are some of the most important factors consumers consider when purchasing products. Celebrity endorsement is generally seen as a viable option for brands to increase awareness, build credibility and promote product. This study derives a formal model of firm advertising behavior and applies it to the industry level to figure out the relationship between advertising and market structure. A recent study by Lord and Putrevu (2009) has shown that the persuasive effects of celebrity endorser traits are moderated by product category. The study has focused on brand attitudes and purchase intentions. However, these dependent variables reflect only one side of the brand building process.