TITLE:
Impact of Celebrity Endorsement on Brand Conscious Consumers: A Case Study in Pakistan
AUTHORS:
Mahwish Rabia, Fatima Babar, Saliha Akram, Zunaira Arif, Rida Tanveer
KEYWORDS:
Celebrity Endorsement, Brand Conscious Consumers, Celebrity Advertisement, Reliability, Correlation Coefficient, Branded Products, Purchasing Power
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.7 No.4,
April
16,
2019
ABSTRACT: Celebrity endorsement of brands is gaining popularity in the Pakistani markets. Most Pakistani brands gain popularity if any celebrity advertises their products and gets the attention of consumers. There are multi-million industries in the World. Brands usually use celebrities in their advertisement to increase their sales and change the point of view of consumers, which positively impact on their buying behavior. This research focuses on the celebrity endorsement and its impact on the brand conscious consumers and on their point of views regarding the brands. A quantitative method is used. The data of 263 respondents are collected through questionnaire and the results are analyzed using SPSS (Statistical Software). The students of Govt. College Women University Sialkot have been selected as respondents to know their point of view regarding celebrity endorsement on brand conscious consumers. It is noticed that brands advertised by celebrities are more attractive than the brands that are not advertised by celebrities. Moreover, products advertised by celebrities show a positive relationship with the buying behavior of consumers and help in brand promotion.