Owner endorsement of brands and consumer buying intentions
Advertisers regularly utilize endorsers as credible sources to conciliate purchaser awareness, customer attitude, and buying objectives. The current paper aims to examine the influence of owner endorsers’ expertise, knowledge, integrity, familiarity, and credibility on consumers’ buying decisions an...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2022-04-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16445/IM_2022_02_Prasad.pdf |
| _version_ | 1818275196532948992 |
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| author | N V Sriranga Prasad Habeeb Ur Rahiman Nishad Nawaz Vijayakumar Gajenderan |
| author_facet | N V Sriranga Prasad Habeeb Ur Rahiman Nishad Nawaz Vijayakumar Gajenderan |
| author_sort | N V Sriranga Prasad |
| collection | DOAJ |
| description | Advertisers regularly utilize endorsers as credible sources to conciliate purchaser awareness, customer attitude, and buying objectives. The current paper aims to examine the influence of owner endorsers’ expertise, knowledge, integrity, familiarity, and credibility on consumers’ buying decisions and purchase intentions. The population of this study includes customers of prominent gold and diamond jewelry brands in the southern part of India. The data are subjected to quantitative examination. A comprehensive review was undergone to make a situational analysis. A multi-stage sampling approach was administered to collect the feedback of respondents from the southern states of India. The samples were analyzed using statistical tools like multiple regression and structural equation modeling to find the model fit and relationships among different variables. The outcome of the study highlights that brand endorsers’ expertise, integrity, and credibility play a vital role in conveying trustworthiness and genuineness about the product and its usage. This study also contributed insights into the implication of owners’ endorsement by influencing buying decisions and purchase intentions of jewelry customers. |
| first_indexed | 2024-12-12T22:25:55Z |
| format | Article |
| id | doaj.art-2d6ec9ad1171486d952d40a55e22f628 |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-12-12T22:25:55Z |
| publishDate | 2022-04-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-2d6ec9ad1171486d952d40a55e22f6282022-12-22T00:09:45ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262022-04-01182859810.21511/im.18(2).2022.0816445Owner endorsement of brands and consumer buying intentionsN V Sriranga Prasad0https://orcid.org/0000-0002-3216-6131Habeeb Ur Rahiman1https://orcid.org/0000-0002-8042-7375Nishad Nawaz2https://orcid.org/0000-0003-4781-7993Vijayakumar Gajenderan3https://orcid.org/0000-0002-0513-0010Ph.D., Associate Professor, Faculty of Management, Department of Business Administration, Satavahana UniversityPh.D., Associate Professor, Faculty of Management, Department of Business Administration, Kingdom UniversityPh.D., Associate Professor, Faculty of Management, Department of Business Administration, Kingdom UniversityPh.D., Associate Professor, Faculty of Commerce, Department of Commerce, Sir Theagaraya College, ChennaiAdvertisers regularly utilize endorsers as credible sources to conciliate purchaser awareness, customer attitude, and buying objectives. The current paper aims to examine the influence of owner endorsers’ expertise, knowledge, integrity, familiarity, and credibility on consumers’ buying decisions and purchase intentions. The population of this study includes customers of prominent gold and diamond jewelry brands in the southern part of India. The data are subjected to quantitative examination. A comprehensive review was undergone to make a situational analysis. A multi-stage sampling approach was administered to collect the feedback of respondents from the southern states of India. The samples were analyzed using statistical tools like multiple regression and structural equation modeling to find the model fit and relationships among different variables. The outcome of the study highlights that brand endorsers’ expertise, integrity, and credibility play a vital role in conveying trustworthiness and genuineness about the product and its usage. This study also contributed insights into the implication of owners’ endorsement by influencing buying decisions and purchase intentions of jewelry customers.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16445/IM_2022_02_Prasad.pdfadscredibilityIndiajewelrypurchase intentionself-representation |
| spellingShingle | N V Sriranga Prasad Habeeb Ur Rahiman Nishad Nawaz Vijayakumar Gajenderan Owner endorsement of brands and consumer buying intentions Innovative Marketing ads credibility India jewelry purchase intention self-representation |
| title | Owner endorsement of brands and consumer buying intentions |
| title_full | Owner endorsement of brands and consumer buying intentions |
| title_fullStr | Owner endorsement of brands and consumer buying intentions |
| title_full_unstemmed | Owner endorsement of brands and consumer buying intentions |
| title_short | Owner endorsement of brands and consumer buying intentions |
| title_sort | owner endorsement of brands and consumer buying intentions |
| topic | ads credibility India jewelry purchase intention self-representation |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16445/IM_2022_02_Prasad.pdf |
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