Role of Celebrity Endorsed Advertisements on Purchase: A Comparative Study of Two Brands in Oman Television

Abstract

Advertisements help in communication and play a significant role in influencing the purchase behavior. The aim of the study is to identify the advertisement influence on purchase, celebrity recall and the association of celebrity recall, awareness and purchase. Two celebrity endorsed television advertisements are selected for this study. One advertisement is for the product A’Saffa chicken endorsed by Omani Chef Isaa Al-Lamki. The second advertisement is Ooredoo telecommunications endorsed by Omani football player, Ali Al-Habbsi. A sample size of 240 youths is collected randomly from Nizwa College of Technology, Sultanate of Oman. The study findings proved that there is a significant relationship between celebrity recall and purchase influence of A’Saffa chicken. There is no significant relationship between celebrity recall and purchase influence of Ooredoo. There is a significant relationship between awareness and purchase influence for A’Saffa and Ooredoo products.

Keywords: television viewership, celebrity recall, brand awareness, purchase influence