Celebrity endorsement's effectiveness toward consumer purchase intention.

Abstract

The purpose of this paper is to conceive the factors that influence celebrity endorsement’s effectiveness toward consumer purchase intention. Secondly, to find out what celebrity endorsement can do to shift consumer’s perception toward overall brand, brand awareness and brand image. Thirdly, what is consumer perception after celebrity endorsement activity. Hypotheses were tested by questionnaire and collect data from 400 respondents who has exposure with any celebrity endorsement with in the last 6 months especially in supplementary diet category. The finding of this research showed that attitude toward celebrity, brand image, and brand awareness are the essential factors that mainly impact on the consumer purchase intention. In addition, older consumers are more receptive to celebrity endorsement compare to younger consumers.