تلخیص
For the 21st Century marketing managers the globalization has resulted in
a fierce battle of the brands at the local and global levels. It has opened
new brand investment avenues for the local and global brand advertising
managers that are having both the promotional challenges and
opportunities. The technological advancements and the rapidly growing
mass media and communication systems are constantly providing the
marketing managers with the massive opportunities to convey their voice
to the targeted groups of customers in a most effective manner. The local
and global businesses are rapidly expanding in Khyber Pakhtunkhwa
especially in its provincial Capital Peshawar. Effective promotion of the
brands is the utmost desire of every brand manager as it is the
communicational aspect of marketing. For the same reasons the brand
managers are always in search of devising the most effective advertising
techniques through which they can easily and most effectively
communicate with their target audiences. Celebrity endorsement
technique is amongst one of them. The current study aims to explore the
effectiveness of celebrity endorsement as an advertising technique and
investigates its relationship with the purchase intention of the buyers.
Celebrities are the personal and social favorites having deeper influences
over the life styles and consumption patterns of the social members. The
current study has been conducted to examine the relationship between
the super star endorsements and the consumer purchase intention. The
study has been conducted by taking 790 respondents from the urban and
sub urban areas of Khyber Pakhtunkhwa province of Pakistan. The
impacts of various determinants of celebrity endorsement models were
checked through simple linear regression analysis with the consumer
purchasing intention. As a result, positive relationship was found
between the celebrity endorsements and the buying intention of the
buyers. The study has described useful academic as well as managerial
implications for both the local and global brand advertisers.
Adil Adnan, Prof. Dr. Farzand Ali Jan, Dr. Waqar Alam. (2017) Relationship between Celebrity Endorsements & Consumer Purchase Intention, Abasyn Journal of Social Sciences, Volume-10, Issue-2.
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