Celebrity endorsement on consumer purchasing decision: the case of Thai consumers.

Abstract

The objective of this study is to justify whether celebrity endorsement really have an impact on the purchasing decisions of Thai consumers, the product types that are effective using this tool as well as the perceptions towards the multiple brand endorsement. The research used qualitative method to discover views and opinions of 30 participants aged between 18 – 45 years old in Bangkok using structured interview style. The findings showed that 14 out of 30 respondents claimed to have been impacted by the celebrity endorsement technique. However, only small amount of these respondents ranked the celebrity endorsement in the top three buying criteria and thus just a supporting factor. On the product side, cosmetics and fashion goods are effective using celebrity endorsement, whereas car, house and insurance should not adopt this technique. The participants also claimed that the multiple brand endorsement reduce the ability to recognize the brands.