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Impact of Role Model on Behavioral and Purchase Intentions among Youngsters: Empirical Evidence from Karachi, Pakistan

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  • Muhammad Zubair Haroon, Mirza Amin ul Haq, Najmonnisa

    (Iqra University)

Abstract

Concept of celebrity endorsement evolved in last few decades and it has strengthened its roots. Companies spend millions of dollar on celebrity endorsement. Marketers are trying to identify the impact of celebrity endorsement on companies' profitability and advertising objectives. The purpose of this research was to investigate the impact of vicarious role model such as showbiz celebrity or sports celebrity on purchase intentions, brand loyalty and positive word of mouth among young adults of Karachi. Structured questionnaire was used to collect data through survey research method and data was collected from 252 students by using convenience sampling technique. Factor analysis and MANOVA were used as statistical techniques to test the model. Result showed that role model has significant impact on young adults' purchase intentions, brand loyalty and positive word of mouth.

Suggested Citation

  • Muhammad Zubair Haroon, Mirza Amin ul Haq, Najmonnisa, 2015. "Impact of Role Model on Behavioral and Purchase Intentions among Youngsters: Empirical Evidence from Karachi, Pakistan," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 2(2), pages 243-255, October.
    • Handle: RePEc:gei:journl:v:2:y:2015:i:2:p:243-255
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    References listed on IDEAS

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    Cited by:

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    2. Reema Nofal & Pelin Bayram & Okechukwu Lawrence Emeagwali & Lu’ay Al-Mu’ani, 2022. "The Effect of eWOM Source on Purchase Intention: The Moderation Role of Weak-Tie eWOM," Sustainability, MDPI, vol. 14(16), pages 1-20, August.
    3. Muhammad Raza, Normalisa Md Isa, Shamsul Huda Bt Abd Rani, 2019. "Effect of Celebrity-Endorsed Advertisement and Entrepreneurial Marketing on Purchase Behavior of Smartphone Consumers in Pakistan," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 6(1), pages 15-29, March.

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