Abstract
Celebrity endorsement has been established as one of the most admired tools of advertising in modern instance. It has turned out to be a trend and is seeming to be as a winning method for product, marketing and brand building. It is effortless to choose a celebrity but it is tough to create a strong association between the product and the endorser. While the magnitude impact of celebrity endorsement remains very powerful, this paper is an effort to analyze the impact of consumer perception based advertisement and celebrity endorsements on brand acceptance. A quantitative method is used for this research paper to examine the perceptions of the consumer, attributes and its following impact on purchase intention brand acceptance. The data is collected through a questionnaire and later analyzed using the data analysis software program SPSS. The findings have been presented with the help of various tables and figures and of course with the help of statistical tools. Both the proposed hypothesis has been proved on the basis of statistical results in the Peshawar market. It was proven in this research paper that consumers find celebrity endorsed advertising is very much eye-catching and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention. In other terms, celebrity endorsed advertising attributes do impact the purchase intention of consumers. Finally, the results of the study prove that consumer perception based advertisement & celebrity endorsed advertising positively impact the purchase intention of the consumers
Kauser Hayat, , Muhammad Ghayyur, Arshid Zia Siddique. (2013) The Impact of Consumer Perception Based Advertisement and Celebrity Advertisement on Brand Acceptance: A Case Study of the Peshawar Market, Journal of Managerial Sciences, Volume 7, Issue 1.
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