IDEAS home Printed from https://ideas.repec.org/a/vrs/mtrbid/v45y2023i1p37-45n8.html
   My bibliography  Save this article

Celebrity Advertisement for Indian Rural Buyers: A Myth for Success

Author

Listed:
  • Bhadauria Arun

    (1 Assistant Professor, Amity Business school, Amity University, Uttar Pradesh Lucknow Campus)

  • Rizvi Ali Abbas

    (2 Research Scholar, Amity Business school, Amity University, Uttar Pradesh Lucknow Campus)

Abstract

This study analyses the effect of the different dimensions of celebrity endorsement that is trustworthiness, effectiveness, attractiveness and, respect on the buying intentions of the Indian rural buyers for purchasing the handwash products. Several studies elaborate the effect on consumer’s buying intention for various FMCG products. However, there is a paucity of the examining the effect of celebrity on the buying intention of rural buyers especially for a growing Indian rural market. Therefore, study’s aim was to examine the role and influence of a celebrity endorsement on the rural buyers. After concluding from various theories of celebrity endorsement and conducting experimental research with 560 rural respondents and conductive multiple regression analysis, the result exhibits that only three dimension of celebrity that is trustworthiness, effectiveness and attractiveness influenced the buying intention while respect was found insignificant in model. Hence, the study concludes that celebrity as a whole has positive impact on the buying intention of rural buyer.

Suggested Citation

  • Bhadauria Arun & Rizvi Ali Abbas, 2023. "Celebrity Advertisement for Indian Rural Buyers: A Myth for Success," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 45(1), pages 37-45, March.
    • Handle: RePEc:vrs:mtrbid:v:45:y:2023:i:1:p:37-45:n:8
    DOI: 10.15544/mts.2023.05
    as

    Download full text from publisher

    File URL: https://doi.org/10.15544/mts.2023.05
    Download Restriction: no
    File URL: https://libkey.io/10.15544/mts.2023.05?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Buying intention; Celebrity endorsement; Celebrity advertisement; Handwash; Purchase Pattern; Rural Buyers; Indian market;
    All these keywords.

    JEL classification:

    • I0 - Health, Education, and Welfare - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:mtrbid:v:45:y:2023:i:1:p:37-45:n:8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.