Investigating the Iimpact of Celebrity Endorsement on Consumer’s Purchase Intention by Mediating Attitudes toward the Advertising and Brand Attitudes
The purchase intention is one of the stages buying decisions and shows the consumer's behavior to purchase a particular brand. The consumer’s purchase intention comes from attitudes toward the advertising and brand attitudes. For this reason, today, companies are trying to use celebrity endorse...
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| Format: | Article |
| Language: | fas |
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Yazd University
2021-02-01
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| Series: | کاوشهای مدیریت بازرگانی |
| Subjects: | |
| Online Access: | http://bar.yazd.ac.ir/article_1591_162e375ae144aa67969a04d53051f327.pdf |
| _version_ | 1797814678488875008 |
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| author | Fatemeh Zahedi Majid Esmaeilpour Manizheh Bahrainizad |
| author_facet | Fatemeh Zahedi Majid Esmaeilpour Manizheh Bahrainizad |
| author_sort | Fatemeh Zahedi |
| collection | DOAJ |
| description | The purchase intention is one of the stages buying decisions and shows the consumer's behavior to purchase a particular brand. The consumer’s purchase intention comes from attitudes toward the advertising and brand attitudes. For this reason, today, companies are trying to use celebrity endorsement advertisers to positively influence the attitudes toward the advertising and brand attitudes and subsequently increase purchase intention. The main purpose of this research is to explain the impact of celebrity endorsement on the consumer's purchase intention by mediating attitudes toward the advertising and brand attitudes. Therefore, in this research, the impact of celebrity endorsement on the consumer's purchase intention through the mediators of the attitude toward advertising and brand attitudes has been investigated.This study is an operational research in term of the purpose and in term of the type of collecting data is a descriptive-survey as a correlation type. The statistical population of the study consisted of male clear shampoo users in Bushehr. The sample size was estimated at 388 people. In this regard non- random available sample was used. Moreover, structural equation modeling was used to analyze the obtained data via smart PLS software. The findings of this research show that the use of celebrity endorsement in advertising has a positive and significant effect on the attitude toward advertising and brand attitudes. Also, the attitude toward advertising and brand attitudes has a positive and significant effect on the purchasing intention. Also, the celebrity endorser has a positive and significant effect on the purchasing intention through attitude toward advertising and brand attitudes. Therefore, companies must try to create a favorable attitude towards advertising and brand in the minds of consumers in order to increase the purchasing intention. |
| first_indexed | 2024-03-13T08:11:10Z |
| format | Article |
| id | doaj.art-23fc03d3e258425c803c73bbcffd7a41 |
| institution | Directory Open Access Journal |
| issn | 2645-386X 2645-3878 |
| language | fas |
| last_indexed | 2024-03-13T08:11:10Z |
| publishDate | 2021-02-01 |
| publisher | Yazd University |
| record_format | Article |
| series | کاوشهای مدیریت بازرگانی |
| spelling | doaj.art-23fc03d3e258425c803c73bbcffd7a412023-05-31T20:44:18ZfasYazd Universityکاوشهای مدیریت بازرگانی2645-386X2645-38782021-02-01122434736810.22034/jbar.2021.15911591Investigating the Iimpact of Celebrity Endorsement on Consumer’s Purchase Intention by Mediating Attitudes toward the Advertising and Brand AttitudesFatemeh Zahedi0Majid Esmaeilpour1Manizheh Bahrainizad2Master Student, Persian Gulf University, Bushehr, IranAssociate Professor, Persian Gulf University, Bushehr, IranAssociate Professor, Persian Gulf University, Bushehr, IranThe purchase intention is one of the stages buying decisions and shows the consumer's behavior to purchase a particular brand. The consumer’s purchase intention comes from attitudes toward the advertising and brand attitudes. For this reason, today, companies are trying to use celebrity endorsement advertisers to positively influence the attitudes toward the advertising and brand attitudes and subsequently increase purchase intention. The main purpose of this research is to explain the impact of celebrity endorsement on the consumer's purchase intention by mediating attitudes toward the advertising and brand attitudes. Therefore, in this research, the impact of celebrity endorsement on the consumer's purchase intention through the mediators of the attitude toward advertising and brand attitudes has been investigated.This study is an operational research in term of the purpose and in term of the type of collecting data is a descriptive-survey as a correlation type. The statistical population of the study consisted of male clear shampoo users in Bushehr. The sample size was estimated at 388 people. In this regard non- random available sample was used. Moreover, structural equation modeling was used to analyze the obtained data via smart PLS software. The findings of this research show that the use of celebrity endorsement in advertising has a positive and significant effect on the attitude toward advertising and brand attitudes. Also, the attitude toward advertising and brand attitudes has a positive and significant effect on the purchasing intention. Also, the celebrity endorser has a positive and significant effect on the purchasing intention through attitude toward advertising and brand attitudes. Therefore, companies must try to create a favorable attitude towards advertising and brand in the minds of consumers in order to increase the purchasing intention.http://bar.yazd.ac.ir/article_1591_162e375ae144aa67969a04d53051f327.pdfcelebrity endorsementpurchase intentionadvertising attitudebrand attitude |
| spellingShingle | Fatemeh Zahedi Majid Esmaeilpour Manizheh Bahrainizad Investigating the Iimpact of Celebrity Endorsement on Consumer’s Purchase Intention by Mediating Attitudes toward the Advertising and Brand Attitudes کاوشهای مدیریت بازرگانی celebrity endorsement purchase intention advertising attitude brand attitude |
| title | Investigating the Iimpact of Celebrity Endorsement on Consumer’s Purchase Intention by Mediating Attitudes toward the Advertising and Brand Attitudes |
| title_full | Investigating the Iimpact of Celebrity Endorsement on Consumer’s Purchase Intention by Mediating Attitudes toward the Advertising and Brand Attitudes |
| title_fullStr | Investigating the Iimpact of Celebrity Endorsement on Consumer’s Purchase Intention by Mediating Attitudes toward the Advertising and Brand Attitudes |
| title_full_unstemmed | Investigating the Iimpact of Celebrity Endorsement on Consumer’s Purchase Intention by Mediating Attitudes toward the Advertising and Brand Attitudes |
| title_short | Investigating the Iimpact of Celebrity Endorsement on Consumer’s Purchase Intention by Mediating Attitudes toward the Advertising and Brand Attitudes |
| title_sort | investigating the iimpact of celebrity endorsement on consumer s purchase intention by mediating attitudes toward the advertising and brand attitudes |
| topic | celebrity endorsement purchase intention advertising attitude brand attitude |
| url | http://bar.yazd.ac.ir/article_1591_162e375ae144aa67969a04d53051f327.pdf |
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