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A Study of the Effect of Celebrity Endorsement on Purchase Intentions

In: Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022)

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  • Yihan Jiang

    (Chinese University of Hong Kong)

Abstract

As advertising grows pervasive in everyday life, it plays a significant role that brands recognize. Advertisements shape consumers’ attitudes of brands and, to some extent, influence their purchasing behavior. This study focuses on endorsers’ attributes and employs the source attractiveness model to determine which types of endorsers can most effectively influence consumers’ purchase intentions, analyzing them independently for various product types. Using SPSS with more than 200 respondents, the results indicate that familiarity, likability and similarity all contribute to positive consumer attitudes towards advertising and thus towards brands, which further increases consumer purchase intentions. The paper concludes with suggestions for choosing endorsers for hedonistic and utilitarian items.

Suggested Citation

  • Yihan Jiang, 2022. "A Study of the Effect of Celebrity Endorsement on Purchase Intentions," Advances in Economics, Business and Management Research, in: Faruk Balli & Au Yong Hui Nee & Sikandar Ali Qalati (ed.), Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022), pages 247-255, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-052-7_29
    DOI: 10.2991/978-94-6463-052-7_29
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