THE IMPACT OF CELEBRITY ENDORSEMENT THROUGH TELEVISION ADVERTISEMENTS ON CONSUMER’S PURCHASE INTENSION for LUX

ABSTRACT from my research

In the present era of information explosion and media influence, advertisements play a major role in changing perception or thinking of consumer. Across the world, celebrities have been used for a wide variety of brands. Celebrity endorser is extensive.
Nevertheless there is limited study on purchase intention, buying behavior, consumer’s attitude and brand equity. This conceptual paper makes an important contribution to fill the existing gap in the literature and creating the fundamental linkages between impact of celebrity endorsement through television advertisements on consumer’s purchase intention.
The importance of this empirical study lies in identify the role played by impact of celebrity endorsement through television advertisements in the creation of consumer’s purchase intention.
This study empirically examines the relationship between celebrity endorsement as the independent variable and consumer’s purchase intention created through television advertisements as the dependent variable in relation to “Lux”. While both the variables individually have high level attributes, the Pearson’s correlation analysis explores a positively significant linear relationship between impact of celebrity endorsement through television advertisements on consumer’s purchase intention.

PROBLEM IDENTIFICATION

The regression analysis indicates that the celebrity endorsement for “Lux” is useful to explain the variation in purchase intention created through television advertisements for “Lux”.

Companies, civil society organizations and government agencies spend billions of money annually placing one form of advertisement using celebrities in the media more specifically through the TV commercials.

They do this in the hope that such an appearance will instantly produce a trickledown effect of making the product become popular and ultimately influence audience to wish to purchase the product/service.

In Sri Lanka mostly celebrity endorsements are being used in FMCG sector, There fore this study empirically test the (Wang, Cheng and Chu, Amos et al., 2008 ) statement in Srilankan FMCG segment

“Does celebrity endorsement impact on consumers purchase intension through television commercials?”

  The topic of celebrity endorsements and its elements is heavily documented in academic literature, but what makes this research interesting is that it enables us to understand the celebrity endorsement process from a Sri Lankan consumer’s point of view.

SIGNIFICANCE OF STUDY

The research undertaken on celebrity endorsement and purchase intention in this paper will be useful on both academic and professional platform, as it looks into the perception of Sri Lankan consumers on celebrity endorsement, providing theory for scholarly and directives for managers and professionals

The estimated positive sign implies that such an effect is positive, with the purchase intention increasing by 0.076 for every unit increase in Trustworthiness and that this coefficient value is significant at the 1% level.

The estimated negative sign implies that such an effect is negative where purchase intention score would decrease by 0.024 for every unit increase in Attractiveness and that this coefficient value is significant at the 1% level.

1 unit of Expertise of celebrity endorsement through television advertisement for “Lux” is significantly (sig level 0.01) converted as 0.117 times into purchase.
Familiarity of celebrity endorsement through television advertisement for “Lux” is significantly (sig level 0.01) converted as 0.190 times into purchase intention