The impact of celebrity spokespersons' perceived image on brand preference and purchase intention

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The impact of celebrity spokespersons' perceived image on brand preference and purchase intention

 

Author: Yuen, Man-chun Royce
Title: The impact of celebrity spokespersons' perceived image on brand preference and purchase intention
Degree: D.B.A.
Year: 2000
Subject: Consumer behavior
Brand choice
Celebrities
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: xii, 146, [73] leaves : ill. (some col.) ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1565038
URI: http://theses.lib.polyu.edu.hk/handle/200/3512
Abstract: Celebrity endorsement is a common form of advertising. Numerous research studies had been conducted to find out how consumers' attitudes were influenced by the perceived images of the celebrity endorsers. Ohanian (1991) developed a structural equation model (SEM) to assess the relations between Purchase Intention and the three dimensions of source credibility [Attractiveness, Trustworthiness and Expertise]. The result indicated that Expertise was the only factor that had significant effect on Purchase Intention. In analysing changes in consumer attitude and behaviour, researchers recognised the importance to consider the impact of "brands" (Till 1998). However, rather limited work has been done so far to investigate the relation between celebrity advertising and Brand Preference. The present study intended to refine Ohanian's model by adding Brand Preference as a mediator to Purchase Intention. A quasi-experiment was conducted with university students; using advertisements featuring local and celebrities as the stimuli. The findings indicated that with Brand Preference as a mediator, the process and effect of the perceived quality of celebrity spokespersons on consumers' Purchase Intention could be better explained. Besides, all three dimensions of source credibility were found to have significant effect on the Intention to Purchase, with Expertise asserting the greatest effect, followed by Trustworthiness and Attractiveness. Multi-sample analysis was further carried out with SEM to examine the proposed model across different samples. It is of strong evidence that the model is partially invariant across gender and invariant across the nationality of celebrities.

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