Celebrity Endorsement as a Physiological Apparatus

Anam, Miss; Anosh, Muhammad; Hamad, Naqvi

doi:10.18052/www.scipress.com/ILSHS.47.55

ILSHS > ILSHS Volume 47 > Celebrity Endorsement as a Physiological Apparatus

< Back to Volume

Celebrity Endorsement as a Physiological Apparatus

Full Text PDF

Abstract:

Celebrities are sound recognized traits in community because of their pleasant appearance or creditability, that’s why to augment the effectiveness of their trademark and classified ad Corporation, use these superstar as their brand name endorser. Purpose of this study to conduct in D g khan is to probe the customer level demographically and how much celebrity endorsement does cast its collision on Clint buying intention demographically and show a optimistic association with marketing promotions. The foremost deliberation in current research expose approaches of people toward the celebrities stimulate them to purchase or affect their buying deeds The result show that clients show a optimistic approach towards celebrities and motivated to purchase by celebrities and also show that consumer buying behavior is pretentious by celebrity creditability.

Info:

Periodical:

International Letters of Social and Humanistic Sciences (Volume 47)

Pages:

55-62

DOI:

https://doi.org/10.18052/www.scipress.com/ILSHS.47.55

Citation:

M. Anam et al., "Celebrity Endorsement as a Physiological Apparatus", International Letters of Social and Humanistic Sciences, Vol. 47, pp. 55-62, 2015

Online since:

February 2015

Authors:

Miss Anam, Muhammad Anosh, Naqvi Hamad

Keywords:

Attitude Toward Celebrity, Celebrity Creditability, Celebrity Endorsement, Consumer Buying Behavior

Export:

RIS, BibTeX, Text

Distribution:

Open Access

This work is licensed under a
Creative Commons Attribution 4.0 International License

References:

Atkin, C. and Block, M. (1983), Effectiveness of Celebrity Endorsers, Journal of Advertising Research, 23, March, pp.57-61.

Baker, M. J. and G. A. Churchill Jr (1977). The impact of physically attractive models on advertising evaluations., Journal of Marketing Research: 538-555.

CHOI, S. and N. J. Rifon (2007). Who is the celebrity in advertising? Understanding dimensions of celebrity images., The Journal of Popular Culture 40(2): 304-32.

Schlecht, C. (2003). Celebrities impact on branding., Center on Global Brand Leadership, Columbia: Columbia Business School.

McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process., Journal of Consumer research: 310-321.

Erdogan, B. Z. (1999). Celebrity endorsement: A literature review., Journal of Marketing Management 15(4): 291-314.

Sternthal, B., R. Dholakia, et al. (1978). "The persuasive effect of source credibility: Tests of cognitive response.

Sternthal, B., R. Dholakia, et al. (1978). The persuasive effect of source credibility: Tests of cognitive response., Journal of Consumer research: 252-260.

Hovland, C. I. and W. Weiss (1951). The influence of source credibility on communication effectiveness., Public opinion quarterly 15(4): 635.

Giffin, Kim (1967), The Contribution of Studies of Source Credibility to a Theory of Interpersonal Trust in the Communication Process, PsychologicaBlulletin, 68 (2), 104119.

Debevec, K. and J. B. Kernan (1984). More Evidence On The Effects Of A Presenter's Attractiveness Some Cognitive, Affective, And Behavioral Consequences, Advances in Consumer Research 11: 127-132.

Shimp, T. A. (2007). Advertising, promotion, and other aspects of integrated marketing communications, South-Western Pub.

McGuire, W. J. (1968). Personality and attitude change: An information-processing theory., Psychological foundations of attitudes: 171-196.

Michael, A. K. (1989). Celebrity and non-celebrity advertising in a two-sided context., Journal of Advertising Research 6(7): 34-42.

Kamins, M. A. (1990). An investigation into the" match-up" hypothesis in celebrity advertising: When beauty may be only skin deep., Journal of Advertising: 4-13.

Kaikati, Jack G. (1987), Celebrity Advertising: A Review and Synthesis, International Journal of Advertising, 6, No. 2, pp.93-105. ( Received 28 November 2014; accepted 09 January 2015 ).

Show More Hide

Cited By:

[1] S. Jacob, "Midas touch or time bomb? A look at the influence of celebrity endorsement on customer purchase intentions: The case study of fast foods outlet companies in Harare, Zimbabwe", African Journal of Business Management, Vol. 11, p. 347, 2017

DOI: https://doi.org/10.5897/AJBM2017.8357