Impact of celebrity endorser as in-store stimuli on impulse buying

ABSTRACT

This research investigates how a celebrity endorser in POP (point of purchase) advertising impacts consumer impulse buying, in cases of both high involvement and low involvement products. It also examines the effect of match-up between the celebrity and the product in consumer impulse buying. An experimental study was conducted to gather data for six different situations utilizing a sample of 218 students in India. Independent sample t-test was applied to test the hypotheses of the study. The results reveal that the presence of a celebrity endorser in POP advertising enhances the consumer impulse buying. Further, the celebrity endorsers are more effective in cases of high involvement products as compared to low involvement products, and the celebrity match-up with the product category also influences impulse buying, however, only in case of high involvement products. The research contributes to the celebrity endorsement and impulse buying literature by finding the effect of celebrity endorsers on consumer impulse buying. The findings are highly relevant for retailers and marketing practitioners interested in impulse buying, suggesting another way of influencing consumer impulse buying.

KEYWORDS:

• Celebrity endorsement
• impulse buying
• in-store stimuli
• match-up hypothesis
• consumer involvement

Disclosure statement

No potential conflict of interest was reported by the authors.

Supplementary material

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Additional information

Notes on contributors

Yadvinder Parmar

Yadvinder Parmar ([email protected]) is an Assistant Professor at University Business School, Guru Nanak Dev University, Amritsar, Punjab. He has a Ph.D. in brand management. His areas of teaching and research interest are brand management and strategic management. He has published research papers in journals of national and international repute such as Journal of Creative Communication, Global Business Review etc.

Bikram Jit Singh Mann

Bikram Jit Singh Mann ([email protected]) is Professor in the Department of University Business School, Guru Nanak Dev University, Amritsar, Punjab, India. He has a PhD in brand management and his areas of teaching and research interest are brand management and strategic management. He has published research papers in national and international journals of repute such as International Business Review, Emerging Markets Review, International Journal of Market Research, Journal of Brand Management, Journal of Product and Brand Management, Journal of Marketing Communication and so on.

Mandeep Kaur Ghuman

Mandeep Kaur Ghuman ([email protected]) has a Ph.D. in Brand Management. She was also 2012–2013 Fulbright Nehru Doctoral and Professional Research Fellow. She has published research papers in national and international journals of repute such as Journal of Brand Management, Journal of Marketing Communication, Global Business Review and so on.