Exploring the Influence of Celebrity Worship on Brand Attitude, Advertisement Attitude, and Purchase Intention

ABSTRACT

The celebrity worship considered as an anomalous psychological behavior with major consequences on personality development of an individual is examined with the important constructs of marketing namely, brand attitude, advertisement attitude and purchase intention. The study is carried out with a sample size of 386 respondents. The model is tested using structure equation modeling where celebrity worship is studied by examining its three dimensions individually as well as in aggregate implementing an existing celebrity worship scale. The study reveals some interesting findings with celebrity worship having a direct positive relationship with advertisement attitude and purchase intentions, whereas brand attitude is found to be significantly negatively associated with celebrity worship. The future research scope for the study and its practical implications are discussed based on the findings of the study.

KEYWORDS:

• Celebrity worship,
• marketing,
• structure equation modeling,
• India

Additional information

Notes on contributors

Ramendra Pratap Singh

Ramendra Pratap Singh is Senior Research Scholar (Ph.D.) student in Department of Management Studies, National Institute of Technology, Durgapur, India. He is doing Ph.D. in the domain of celebrity advertising. His research papers have been presented and accepted in international conferences organized by premier academic institutes in India like Indian Institute of Technology, New Delhi, and IIM, Kolkata. Mr. Singh's research paper has also been accepted for publication in peer reviewed international journal (Global Business Review). His research paper is adjudged as a “Best Doctoral Paper” at Indian Institute of Management, Kolkata (Marcon-2016 Conference).

Neelotpaul Banerjee

Dr. Neelotpaul Banerjee is an Assistant Professor, in Department of Management Studies, National Institute of Technology, Durgapur, India. His research papers have been published in peer reviewed international journals (like Marketing Intelligence & Planning, Global Business Review) and presented in international conferences organized by IITs and IIMs in India. He can be contacted at [email protected]