Celebrity endorsement on brand sincerity in buying intention

1.1 Introduction:-
With the development of a highly competitive environment in marketing world the different
organizations or companies are finding the creative and innovative ways to make their product or
brand very appealing towards the customers. A brand is a specific name that makes the product
and that specific product represents the specific company. The brands have a special connection
with consumers. Every organization is trying to seek the different ways to create a clear vision of
the quality of their brand and to create concept of loyalty of brand in their customer mind. For the
enhancement of this concept of brand loyalty the organizations are using the different techniques
and celebrity endorsement is one of them. In brand advertisements the celebrities are used as
endorsers of the product that appeals the consumers and a strong image is created in the consumers
mind. The celebrity endorsement has the great impact on the customer mind and is very significant
to make the product differentiable from the other companies products or brands. As the customers
endorse the celebrity and it produces the urge in consumers to use the product and a relationship
of loyalty is developed towards the product. Despite of the great impact of celebrity endorsement
on brand is very important for the companies to make sure whether the brand loyalty is developed
or not in customers.

The selection of the celebrities is not done on the basis of its popularity but the attributes of the
celebrity are also considered. These attributes include the intelligence, attractiveness, the
knowledge and expertise related to represent the product. The attractiveness not includes the
physical beauty but also non-physical beauty including the skills to represent the product in an
effective manner to create a positive attitude towards the product. The celebrity should have the
power to create a strong impact of product on the consumer mind. The image of the celebrity
endorsers plays an important role in creating the psychological attachment with the customers
and hence it leads towards the development of brand loyalty. It is also very important that the
specific attributes of the product should be complemented with the attributes of the celebrity. In
this way the consideration of the consumers towards the brand is increased and a strong image of
brand is created. More than one celebrities are also used by the companies in the advertisement to
clear the vision of the brand and to increase the understanding of the product by the consumers.
The corporation between the celebrity image and the brand image is enhanced according to the
perception of the consumers. Buying behavior is defined as a process by which the consumers
search for the products that they need. They make the decision to buy the required and most
suitable one from the other available alternative brands. The behavior of the consumers has very
importance in buying the product and this buying behavior is influenced by the quality of the brand.
The companies should make the strategies to understand the perception of the consumer about the
nature of the product so that their loyalty towards the brand can be influenced. The companies
should make sure that their product is full filling the demands of the customers. Price is one of the
main factor that has great influence on customers buying behavior so the price should be right and
this factor should be keep in mind by the companies. Factors that affect buying behavior changes
from person to person, age to age. Every society has its own culture and values. The people
preferences changes because of age, needs, lifestyle, earning and psychological attributes at the
different stages of life. These factors can be social, cultural or psychological including the family
decisions their values and their perceptions, beliefs, personality, communication and preference.

Brand loyalty is the attachment of the consumers towards the product and it is the major objective
of the company to build a relationship of loyalty towards the brand. The loyal customers show a
long lasting relationship with the brands and they give a strong and good response than non- loyal
customers and hence the efficacy of the brand is increased. The brand equity include the values or
attributes of the brand that make the brand special and these attributes should also keep in mind
by the companies to increase the demand of their product. The perceived quality refers towards
the consumer perception about the quality of the brand. The perceived quality is the ingredient of
the brand value and therefor a consumer may select a high perceived quality brand rather than the
other competitive brands. Advertisement is the main thing that has impact on the consumers and
persuade them to buy from any specific market the brand or product.

1.2 Purpose Statement:-

With the passage of time the marketing world has now become more fast and competitive. Today
the consumers are opened to the many pictures and expressions in different newspapers,
magazines, billboards, television and many different websites. The marketers now try very hard to
get sometime or attention from the individuals to let them know about the characteristics or specific
qualities of their product or brand. In order to attain the consumer attention and consideration
towards the product or brand the marketing world has adopted new and different methods and
celebrity endorsement is one of them (Humaira mansoor malik, 2017). The advertisements of the
brands that are endorsed by the celebrities have a great effect on the brand than those having non
endorsement in their brand advertisement. The marketers in the marketing world today know the
importance of the celebrity endorsement and they recognize that the celebrity plays an important
role in making the brand more convincing and it helps in influencing the consumers towards the
brand or product. In todays advance marketing the celebrity endorsement is considered a very
leading and important factor. The purpose of the study is to examine the influence of celebrity
endorsement on the customer buying behavior.

1.3 Significance of the study:-

The study explained the influence of the celebrity endorsement on the customers mind
and as well as their buying behavior.
It describes that how a consumer perceives the celebrity endorsed advertisements and
how it impacts them.
The major factor that influence a customer to prefer the specific brand among the other
available brands and the development of loyalty toward that specific brand is explained.
This study focuses on the common need of a consumer and is significantly valuable for
marketers, advertisers and researchers.
The impact of the celebrity endorsement on consumer buying behavior study can be
further used for the study and research purposes for the students also.

1.4 Literature review:-

The celebrities are the people who are famous and have the recognition by the people. The effect
of the celebrity endorsement on brand and its advertisement is very important. With the availability
of many television channels, magazines and websites the individuals usually do not ignore the
charm and attractiveness of the celebrity related to the advertisement of specific brand or a product.
The different firms from the specific area appoint the celebrity and the celebrity becomes the part
of the brand advertisement campaign. In order to capture the attention and consideration of
consumer towards the specific brand or product the specific attributes of the brand are
complemented with the celebrity (Rennae Daneshvary, 2000).

Need of Endorsements:-
This is a world of products and for coping the competition the celebrity endorsements are authentic
means of money burning. The people who are social standing want to wear the right cloths, want
to eat right food, want to use the special fragrances and to drink the right beverages therefore the
competition is increasing in marketing world for the availability of right brand or product. The
brand or product endorsed by a celebrity seeks more attention by the consumer than the products
having no celebrity endorsement, and in this way the purchase of a product increases. The
celebrities have the credibility for increasing the quality perception of a product and in this way
the product becomes more desirable. The image of the celebrity endorsers is transferred to the
products and the consumers who use the product are associated with this image (Khatri, 2000).

What is a brand:-
A brand is defined as a given name or symbol or mixture of these two that make one product which
is different from other products. Brands have connection with the consumers. Every brand has its
specific qualities or characteristics by which the consumers recognize them. A good brand makes
consumers trustworthiness certain and creates loyalty of customers towards brand. A brand
represents the company and is the signature of company it consists of a specific logo. The
companies should keep in mind the needs of customers before making the brand. The brands are
not only just names but has an important economic function in marketing world so it should be
designed in such manner that it has long lasting impression on customer minds. (Rizwan Raheem
Ahmed, 2015).

Need of Celebrity Endorsements:-

The marketers in the marketing world today know the importance of the celebrity endorsement
and they recognize that the celebrity plays an important role in making the brand more convincing
and it helps in influencing the consumers towards the brand or product. In todays advance
marketing the celebrity endorsement is considered a very leading and important factor. In order to
make it more successful, innovative and fruitful the different means should be known by the
marketers. In order to improve the increased brand quality the celebrities should be used in such
an innovative and useful manner that they play a very important role in increasing consumer
consideration towards brand. In order to improve buying behavior whatever plan is adopted for
the promotion should focus on the different and unique messages regarding the brands or product.
As the consumers s choice keeps on changing so the marketers should have the clear vision of
their plan which is adopted and they should keep in mind that the celebrity endorsement is very
effective and important factor in marketing world (Pei-shan wei, 2012).

Celebrities as representatives:-
Due to the effective potential impact the celebrities are used as endorsers and in this way the
consumers have more attention and remembrance towards the product. It creates the positive
feelings towards the product. The awareness about the company product is increased and it is
perceived more amusing by the consumers.

Factors affecting the celebrity endorsements:-

The factors affecting on the celebrity endorsements are as following

Source based factors:-

These are the factors controlled by the celebrity and these factors are related to their image. It has
the great impact on the perception of the consumer towards the brand. It includes

Celebrity acceptability:-

Celebrity acceptability or credibility includes the expertise and trustworthiness of the endorser
towards the product. The expertise of the endorser increases the chances of purchase of the product
and it incorporates the skills and the experience of the endorser. The celebrity endorsers having
the high level of trustworthiness become easy to reach the consumers and it enhances the
originality of a product in consumer point of view.

Celebrity attractivity:-

Celebrity attractiveness includes not only the physical beauty but also the non-physical beauty like
charm and intelligence and that has the great effect on the consumer attitude towards the product
ad and the product itself. The attractive celebrity endorsers are preferred than the simple ones. The
attractiveness of the celebrity is considered to be distinguished and it is the main ingredient for
creating the suitable advertisement of the brand or product (Marc Audi, 2015).

Management based factors:-

These factors are full filled by the managers and does not include the celebrity characteristics.
These factors include that how the marketing department manage the celebrity.
Match up hypothesis:-
It means the celebrity endorsers or different type of the endorsers effect on the endorsed brands.
It is determined by the level of match between the brand traits and the celebrity. A high level of
accordance between the celebrity and brand traits improves the association between the endorser
and the brand. Many of the companies use this method of accordance for the advertisement of their
product. It increases the originality of the brand (Thomson, 2006).

Celebrity abundance:-

It includes the use of several celebrities in one advertisement of a brand. The use of several
celebrities increase the effectiveness of the brand and advertisement and it clears the vision of the
brand and removes the confusion of the consumers about the brand. It also increases the acceptance
of the consumers towards the brand and advertisement itself. If the companies want to use this
approach then they should make sure that the celebrity multiplicity is increasing the understanding
of the advertisement and is producing the clear image of the product what they wanted to produce
in the consumers mind (Afsheen khan, 2016)

Celebrity stimulation:-

Celebrity stimulation or activation includes the enhancement of the accordance or cooperation

between the celebritys image and the brands image according to the perception of the consumer.
The celebrity stimulation is important factor in increasing the influence of consumers towards
product. During this process the characteristics, experience, success and achievement are
transferred to the product and in this way the image of the brand or product is influenced according
to the consumer expectations. (Erdogan, 2010).

Behavior of consumers:-

The consumers as individuals purchase the products for their personal use or for the safe
consumption or to buy as a gift to give someone. The consumer behavior matters a lot in the
enhancement of influence of a particular brand or product. The marketing organizations or
companies should make the brand strategies by keeping in mind the factors that helps in the
perception of consumers toward the product and that has impact on the buying behavior. As many
products are available and due to increased competition in market the consumers while buying
compare the different products by many aspects and price is one of the main factor that influence
the consumer behavior. The organizations should understand the need of the customers and also
should understand what motivates the consumer to buy a product. By getting the right price and
by understanding the consumer need and by considering the factors that influence the consumer
behavior success can be achieved (Israel Kofi Nyarko, 2015).

Brand loyalty:-
Brand loyalty is defined as the measure of the consumer attachment towards the brand. It is a major
goal for any organization or company to build a relationship of loyalty towards their product so
that the customers re buy it with full trust and confidence.

The loyal consumers show a good response towards the product than the fluctuating or non-loyal
customers. The increased competitive favorable environment, increased profit and decreased
marketing costs can be achieved by the companies if they focus on building a customer loyalty
towards their brand. Despite of the situational changes or increased competition in marketing the
brand loyalty is a promise to rebuy a product on the regular basis and also in the future (Peary
Kilei Munyau, 2013).

Brand value:-
Brand value or equity is described as the set of the characteristics that are related to the brand. This
create the value for the brands and also for the firms. These characteristics are described as the
brand loyalty, its awareness, its quality, the brand proprietaries and its association. These are also
called the directions of the brand equity. The companies should focus on the strength of these
brand equity dimensions for the increased demand of their product (Faridah Ishak, 2016).

Perceived quality:-

The recognized quality refers towards the consumer perception about the quality or overall
excellence of the brand. Usually it is considered that the high price brands have the excellent
quality than the non- luxury brands. The consumers also perceive the high price from the luxury
brand because they consider that it will have the great quality and reassurance. The perceived
quality is the ingredient of the brand value and therefor a consumer may select a high perceived
quality brand rather than the other competitive brands (Sharma, 2015).

Buying behavior:-
Buying behavior is defined as a process by which the consumers search for the products that they
need. They make the decision to buy the required and most suitable one from the other available
alternative brands to use it. The companies for making the marketing decision consider the buying
process model and it helps them to think about each step of the process. It may be too late for a
business to influence the choice of customers if the companies just focus on the purchase decision.
The customer pass through all stages for buying the product according to this model (Yorick odin,
2001).

Factors affecting the buying behavior:-

Factors that affect buying behavior changes from person to person, age to age, and area to area.
Every society has its own culture and values. The people preferences changes because of age,
needs, lifestyle, earning and psychological attributes at the different stages of life. The factors can
be Internal like memory and thinking or External like media, publicity and feedback.

There are many factors that affect the buying behavior are as follows

Cultural effects:-
It has the deepest and the large impact on buying behavior. There are different cultures with the
different people and thinking. Cultural values change from time to time and should be considered
by the marketers. By ignoring this important factor it can be very costly for companies in terms of
profit and image (Ahmed, 2014).

Social effects:-

The social effects are those impacts that clearly change the buying behavior of the consumers. It
has also effects on family members and social class.

The family life and family decision making power has the most in impact on consumer buying
behavior belonging to the family.

Psychological impacts:-

These effects are related to consumer mind, learning and memory. It changes buying behavior
through making the perceived picture of product in consumers mind. Customer buying behavior
can be increased by different factors like: perception, beliefs, personality, information choices,
preferences and communication (Elena delgado ballester, 2000).

Effect of endorsement on customer buying behaviours:-

Advertisement is the main thing that has impact on the consumers and persuade them to buy from
any specific market the brand or product. The best nature of advertisement depends on the type of
company and its necessities. Celebrities endorses produce an efficient and effective way of
transferring a newness and meaning to brands. The advertisements of the brands that are endorsed
by the celebrities have a great effect on the brand than those having non endorsement in their brand
advertisement (K.V, 2012).

1.5:- Theoretical Framework:-

1.6 Objectives of the study:-

Main Objective:-
To determine the impact of the celebrity endorsement on brand sincerity in buying
intentions of the consumers.

Sub Objectives:-

1. To analyze the current state of the consumer perception towards the celebrity
endorsement.
2. To investigate the key factors which influence the consumer buying behavior through the
celebrity endorsement.
3. To also determine the main factors which influence the development of the brand loyalty
of consumers towards the product.
4. To also analyze the influence of the brand sincerity over the celebrity endorsement.
5. To analyze that which attributes or factors of the celebrity who is endorsed attract more
to the consumers.
6. To examine the overall effectiveness of the celebrity endorsement.

1.7 Research question and Hypothesis:-

Question:-
The following questions are expected to answered through the study
 1. What is the impact of the celebrity endorsement on purchasing intention of the consumers?
2. What is the effect of celebrity endorsement in creating the brand sincerity of consumers
towards the brand?
3. What are the main factors that influence the consumers buying behavior through the
celebrity endorsement?
4. What are the attributes of the celebrity required for the brand advertisement that attract
more to the consumers?

Hypothesis:-

1.8 Methodology:-
The type of the research is quantitative. The data is collected from the questionnaire through the
convenience sample method. The questionnaire included the closed ended questions. The
population of interest is from the city Lahore. The research is based on the primary data collected
through questionnaire however the secondary data was also collected for the secondary sources
including literatures like journal and articles.

1.9 Limitations and delimitations:-

1.10 ethical considerations:-

.
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