IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-981-99-2337-3_6.html
   My bibliography  Save this book chapter

Measuring the Influence of Celebrity Endorsement on Customer Purchase Intention Using TEARS Model

In: Industry Forward and Technology Transformation in Business and Entrepreneurship

Author

Listed:
  • Norlina M. Ali

    (Universiti Teknologi MARA)

  • Siti Farrah Shahwir

    (Universiti Teknologi MARA)

  • Mazlina Ismail

    (Universiti Teknologi MARA)

  • Nur Adilah Saud

    (Universiti Teknologi MARA)

  • Fattematu Addella Nafis

    (Universiti Teknologi MARA)

Abstract

Celebrity endorsement is one of the marketing strategies used to help a brand gain a new potential customer. Celebrities promote products and services in ways that help in building credibility and brand awareness among customers. Featuring celebrities in advertising campaigns brings immediate results in sales and return on investment for the organisation. Additionally, celebrity endorsement can encourage consumer purchase intention and turn them into loyal customers. However, using multiple celebrities as endorsers can lead to consumer confusion. Using the TEARS (trustworthiness, expert, attractiveness, respect, and similarity) model as an indicator, this study aimed to determine the factors that influenced the adoption of the celebrity endorsement strategy on customer purchase intention in the textile business. The information was gathered through a questionnaire survey. The survey was given to 100 respondents who came to buy the products. The findings revealed that only three factors influenced celebrity endorsement: similarity, expertise, and respect towards consumer buying intentions. Surprisingly, trustworthiness and attractiveness of the endorsers were less important factors for consumers while shopping at the outlets. It showed that consumers tended to buy more products based on the celebrity’s expertise in how well the celebrity explained and demonstrated the product to the consumers through traditional or digital platforms. Moreover, the consumers were more educated and demanded products that had similar characteristics to them.

Suggested Citation

  • Norlina M. Ali & Siti Farrah Shahwir & Mazlina Ismail & Nur Adilah Saud & Fattematu Addella Nafis, 2023. "Measuring the Influence of Celebrity Endorsement on Customer Purchase Intention Using TEARS Model," Springer Books, in: Mohd Nor Hakimin Yusoff (ed.), Industry Forward and Technology Transformation in Business and Entrepreneurship, pages 59-72, Springer.
    • Handle: RePEc:spr:sprchp:978-981-99-2337-3_6
    DOI: 10.1007/978-981-99-2337-3_6
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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:spr:sprchp:978-981-99-2337-3_6. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.