Impact of Celebrity Endorsement on Customer’s Purchase Intention: Evidence from University Students of Karachi

Abstract

The research objective is to investigate the relationship between the celebrity endorsed in advertisement and the customers buying behavior, and how do the celebrity’s physical attractiveness, expertise, trustworthiness and its attitude to word the brand and its advertisement can influence the purchase intension of customer. As celebrity endorsement is the latest marketing strategy to make the advertisement more attractive and effective for the organization. The collected data of 100 people was analyzed by regression in SPSS .which will help to analyze the hypothesis, that celebrity endorsements really have impact on customer purchase intension, if it has impact so how much the impact is savior. Further study can be conducted by increasing the demographic population and research horizon which may give a different result or a different direction which will be helpful for advertisement industry.

Keywords: Celebrity Endorsement, Customer Behavior, Brand Perception, Purchase Intention, Celebrity endorsed ads