Impact of Celebrity Endorsements and Brand Mascots on Consumer Buying Behavior

ABSTRACT

Celebrity and brand mascot endorsements are very popular and often-used techniques by marketers. Marketers believe that celebrity and brand mascot endorsements provide a higher degree of appeal, attention, and customer recall ability compared with when this technique is not used. Marketers also claim that a celebrity affects the credibility of claims about a product and increases the memorabilia factor of the message, which may provide a positive effect that could be generalized to the brand. Primarily this essay has been designed such that it examines various parameters related to advertisements containing celebrity and brand mascot endorsements. Data were been collected from 150 respondents through questionnaire and subjected to t test, χ² test, and difference of means test to enforce the hypotheses that celebrity endorsements have impacts on customers’ perceptions and their purchase intentions. The findings of this study provide insights for marketing and brand managers to design and market their campaigns effectively.

KEYWORDS:

• Celebrity endorsement
• physical attractiveness
• source credibility
• congruence
• customer purchase intention
• customer attitude