Volume 3 Issue 2 2018 AJM

Amity Journal of Marketing

3 (2), (39-55)
©2018 ADMAA

Impact of Celebrity’s Credibility Dimensions on

Consumer’s Purchase Intentions

Syed Mohammad Tarique Hasnain & Mahima Birla

Pacific University, Udaipur, Rajasthan, India

Bilal Mustafa Khan

Aligarh Muslim University, Aligarh, India

Abstract
The research paper trying to investigate the impact of celebrity’s credibility dimensions on consumer’s
purchase intentions. The purpose of the study is to investigate what are the main features of the celebrity
which make them so credible such that it influences the consumer’s purchase intention. The results of the
study help the marketers in effectively selecting the most suitable celebrities for endorsing their brands
and products. The design of the study is quantitative which was conducted through the structured self-
administered questionnaire. The questionnaire is administered to 546 respondents residing in the cities of
Aligarh and Delhi-NCR region. The author has proposed 18 hypotheses in this study which have been tested
using multiple regressions, t-test and ANOVA. The study found that out of the five characteristics of celebrity
endorsement, three factors (physical attraction, trustworthiness and meaningfulness) were significant.
Among the six dimensions of ‘attitude toward celebrity,’ three factors (attention gaining, entertaining ability
and believability) were significant, and it is also found that all three constructs ‘Image of movie stars”,
“Image of sport stars” and “Image of advertising models’ were significantly related with purchase intention.
Implications and future research directions have been discussed in the concluding section.

Keywords: Celebrity Endorsement, Purchase Intention, Attractiveness, Expertise, Consumer Attitude and
Trustworthiness
JEL Classification: M 39
Paper Classification: Research Paper

Introduction
One of the most effective tools used for marketing strategy to promote and to create awareness
about a new product or services is through advertisement, for which celebrities are used. Several
previous studies have proven that the celebrity endorsement is such a marketing platform that
leaves many positive impacts on consumer purchase intention, especially for new brand entering
a new market. Many researches have documented the efficacy and the favorable impact of
endorsements by celebrities in advertising through empirical studies, particularly on purchase
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intention and also revealed that several dimensions are inbuilt in the celebrity endorsement. The
present study investigates the relationships between various aspects of celebrity endorsement
and their relationships with purchase intention of the consumers. It specifically focuses on the
relationships of purchase intention (dependent variable) with various endorsements related like
celebrity characteristics, attitude towards celebrity, celebrity congruent image and recall ability
(independent variables). The study utilizes a structured survey and tends to move that celebrity
endorsement has been an important criterion in influencing consumer’s purchase behaviour.

Literature Review
Celebrity is a well-known person who is famous to the public, especially in the areas of
entertainment such as films, sports, writing, and music. They have their achievements in their
respective fields which make them celebrities. ‘Celebrities enjoy public appreciation and often
have unique features such as trustworthiness and attractiveness etc.’ (Silvera and Austad, 2004).
Multinational organizations are using celebrities to endorse their products through advertisement
because they believe that the celebrities in advertisement have a greater and significant impact
for consumer buying behaviour and their purchase intention (Khan et al., 2016). Marketers
depend on celebrities, to a great extent, in order to get attention so that they get connected to
the consumers. The marketers want to squeeze out maximum and multi-dimensional benefits
for their brands by linking their product to these celebrities (Gupta et al., 2015). The study of
Priyankara et al., (2017) refers to three different dimensions of celebrity endorsement; these
are attractiveness, trustworthiness, and expertise. Here the concept of attractiveness does not
mean physical attractiveness it relates many other things intelligence, personality, lifestyle,
physique and charisma of endorsers (Erdogan, 1999). Celebrities are attractive because they
have established their social status and are more popular among public, for example, great
sports stars due to their performances have great respect for their achievement, and therefore
they are attracted to them (Priyankara et al., 2017). Saeed et al. (2014) in their research explred
the ‘impact of celebrity and non - celebrity advertisement on consumers perception.’ Through
analysis, the researchers found that celebrity advertisement has a more significant positive
relation with consumer perception than a non-celebrity advertisement. Moda et al. (2014) showed
that the presence of celebrities in advertising has a positive influence on the usefulness metrics
of the advertisement (like consumer’s attitude towards product/brands, consumer attitudes
towards advertisement’s and their views regarding purchase intentions of products). Various
characteristics of celebrities such as attractiveness, experience, reliability and ideology are used
by marketers and companies. Where advertisers try to create an ideal image of the product or
brand with the association of celebrity’s image (Mode & El., 2012) and make a positive attitude of
consumers to move to those brands and products. Many consumers love and like celebrities and
try to copy their lifestyles (how they live or eat) Aureliano Silva (2015). Celebrity creates users
to communicate with advertising products. The celebrity experience has a discounted discipline
that knows celebrity related issues. According to Vipul Jain (2011), celebrity endorsement
has an impact on sales, and they bring brand equity, their study shows that there is a positive
inclination towards the belief that people are motivated to buy products as a result of celebrity
endorsement. His research examines that Indian people have incentives to purchase products with
the support of celebrities as they idolize their Bollywood actors and cricketers. It is also suggested
that celebrity endorsements may be useful for brand promotion. Respondents also strongly agreed
that celebrities bring property rights to producers. Research also found that not only adults, but
children are also influenced by endorsed products. The study of Tanvir & Arif (2012) found that
cartoon characters are influencing the children more to buy items impulsively. It means that
when a child sees a cartoon endorsed product, he wishes to buy those products and keep on

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insisting their parents to buy that product until they purchase the item. According to Kok Wei
and Li (2013), people have positive behaviour towards endorsement if the celebrity is attractive
and fascinating. The consumer will have automatic positive approach towards the endorsement
if the endorser is attractive and good looking. Kara, Yu & Edwin (2013) in their study found that
consumers recall the celebrity endorsed advertisements very easily if they are attractive, funny
and expressive. Those products identified popularity, a good image, and congruence between the
celebrity’s image and that of the brand as these are the essential aspects for the marketers which
they have to consider in selecting celebrity endorsers. Many the consumers perceived that using a
celebrity in an ad would increase brand awareness by attracting the celebrity’s fans as consumers
and enhance purchase intention.
Celebrity Endorsement on Purchase Intention: Celebrities are used as tools in raising the
awareness among the public. They were frequently used in conservation marketing and are
very effective in changing the behaviour of consumers. Duthie et al., (2017) did their research
into the ‘effectiveness of celebrity endorsement as a tool for conservation marketing. Their
experiment provided the data that celebrity endorsement can produce both positive and negative
effects on consumers purchase intention. Chan et al. (2013) stated that using a celebrity in an
ad would enhance purchase confidence (intention to purchase). Whereas in the study of Gupta
et al., (2015), they showed that celebrity endorsement formed based on 3 dimensions (expertise,
trustworthiness and attractiveness), all these have positive and significant impact on consumers’
purchase intention. According to Khan et.al (2016), purchase intention is the only result of single
celebrity opinion that is his/her expertise rather than any other. Pugazhenthi and Ravindran
(2013) conducted a study that contends that celebrity endorsement attracts the responsiveness of
consumers and the main reason of celebrity endorsement is popularization of the product and
brand, so that people may distinguish it easily. It is absolutely true that celebrity positively affects
the consumers which results in making the product highly desirable and popular. According to
Pandey (2011), young respondents are strongly convinced by celebrities. They had great trust
in them, and the physical appearance of celebrity increased the purchase intention of products
and brands. Bala Krishnan and Shalini Kumar (2011) in their research revealed that celebrity’s
endorsement improved product information and increased consumer awareness. Further, it
perceived to help recall the brands of products, which will have great significance on consumer’s
purchase intention.

Theoretical Framework
In this section, the author has discussed the development of four set of hypothesis proposed
in this study. The purpose of hypothesis development is to establish the logical relationship
between two constructs and to justify their significance in the literature.  The proposed four
groups of hypothesis are: 1) Relationship between celebrity characteristics and purchase
intention. 2) Relationship between consumers attitude towards celebrity and purchase intention.
3) Relationship between celebrity image congruent with product and purchase intention and 4)
Relationship between recall ability and purchase intention. Following discussion provides the
conceptual frame work which is also known as hypothesis development. 
Celebrity Characteristics and Purchase Intention: Celebrities are used to build up the
brand and create the perception for the brand by using celebrity characteristics like: physical
appearance, likeability, trustworthiness, expertise, meaningfulness (Pornpitakpan, 2004). Celebrity
endorsement is a powerful and effective marketing strategy used by multinational organisations
which helps them to enhance brand recall and recognition of items and this technique has great
impact on consumers buying intention. Companies invest handsome amount of money for

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capturing celebrities as spokespersons. Now a days, different types of celebrities are used as
endorsers in marketing campaigns. Most of the famous Indian celebrities, either from the movie
or sports arena, are endorsing the products and they have high market share with famous brands
because the consumers are highly influenced by celebrity when they believe that endorsers
hasveactual involvement with the product rather than sensual gain. Movie stars are frequently
used as endorsers and dominated in almost all product categories than sports stars and models.
In this study, the researcher identifies the relationship between celebrity characteristics and
purchase intention (Kaouther 2010; Gupta and Dang 2009; Furuoka 2007; Liu 2007; Laferle
and Choi 2005; Zhao 2004; Till and Busler 2000; Pornpitakpan 2003; Mahony and Meenaghan
1997; Ohanian 1990; Gaied and Kaouther 2010; Petroshius and Crocker 1989; Aktin and Block
1983; Friedan 1982; Baker and Churchill 1977; Petroshius and Crucker 1989) and found out the
relationship between the characteristics of celebrities and the attitudes of consumers towards
celebrities (Sabat 2012; Gaied and Kaouther 2010; La Ferle and Choi 2005; Zhao 2004; Silvera and
Austad 2004; Till and Busler 2000; Crackans 1989; Maddux and Rogers 1980; Millers and Baseheart
1969; Sereno and Hawkins 1967).
Consumer Attitude towards Celebrity and Purchase Intention: Celebrity endorsement highly
effects the consumer’s attitude towards purchase intentions. Chi, H. K. Yeh, H. R., & Huang,
M. W (2009), carried out a research and concluded that advertising endorser, celebrity endorse
has a mediating effect on Purchase Intention of consumers. Goldsmith, R. E., Laffery B. A., &
Newell, S. J. (2000), found out in their research that the celebrity credibility has a direct impact
with consumer reaction which results in purchase intention. All the above mentioned researchers
tried to verify the relationship between consumer behavior and their purchase intentions towards
celebrities (Agarwal  and Dang 2009, Rodriguez 2008, Rosen 2008, Rafael and Choi 2005, Zhao
2004, Busler 1998, Metaku 1994, Ulde 1994, Bale 1992, Till and Crax 1989, Kale and Homer 1985).
Celebrity Image Congruent with Product and Purchase Intention: Celebrities used by
advertisers in advertising to endorser their products is a popular trend. However, many
researchers have studied the congruence between brand and celebrity. In 2017, Justin Paul and
Shailja Bhakar studied that “celebrity image congruence influence brand attitude and purchase
intention”. Their results show that celebrity image congruence has positive effect on attitude
towards advertisement and negative effect on attitude towards brand. Cognitive theories are used
to explain endorsement efficiency, congruence between brand and celebrity. It shows to be as
effective as celebrity likability. Moreover, the predispositions toward the ad and brand beliefs are
mediators of the effects of congruence between brand and celebrity and celebrity- likability on ad
efficiency. Then after researchers find the relationship between celebrity images and purchasing
intentions consistent with the product. (Lee and Esther Thurston 2008; Zhao 2004; Till and Busler
1998; Ohanion 1990; Kale and Homer 1985; Choi et al.2005; Nazir et al, 2014). Further researchers
find the image matching of celebrities with products and the relationship between Consumers and
products. (Lee and Thorson 2008) attitude; (Roozen 2008; Zhao 2004; Ohanian 199. Cummins 1990;
Friedman and Friedman 1979).
Recall ability and purchase intention: According to Chi et al. (2009), “Potential of consumers
to recall a brand from his memory when giving the product of a particular class/category and
its awareness was positively related to purchase intention”. A brand’s value is direct, which is
connected to the memory of consumers. Therefore, for a brand, it is pertinent to set image in the
customer’s memory. Brand recall examples are:
• When you think about shoes, you will probably consider Adidas, Reebok or Nike, wherever
you are. This is one of the best examples of brand recall.

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• When you think about automobiles, you might remember of Audi, Mercedes or BMW.
• When you are asked about a carbonated beverage, most of you will name Pepsi or Coca-Cola.
The above are the brand recall examples of the real world which help in making routine
decisions with all having a single desire in their mind to buy highly branded product, recall
ability, choice and finally product Purchase Intention.

Figure 1: The Theoretical Framework of Study

Figure 1 exhibits the Theoretical Framework employed in the research. It has four sets of
hypothesis.
Set 1 is related to the impact of celebrity characteristics on purchase intention which has five
sub dimensions.
1. Physical attraction 2. Trustworthiness 3.Expertise 4.Meaningfulness 5. Likeability
Set 2 is related to the impact of Images of different Stars on Purchase Intention which has
three sub divisions
1. Image of Movie Star 2. Image of Sports Star 3. Image of advertising models
Set 3 is related to impact of consumer’s attitude towards celebrities on purchase intention, it
has four subdivisions
Attention gaining 2.Likeability 3.Entertaining ability 4.Impactful
5. Convincing ability 6. Believability
Set 4 has four subdivisions which has positive impact on purchase intention
Overall Celebrity Characteristics 2. Overall Recall Ability 3. Overall Image of individual
celebrities 4. Overall Attitude of Consumers
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Research Methods
Data Collection and its Analysis
Data collection procedure involves the following steps. The primary data used for this
research is collected directly by the researcher to respond to the research objectives. A survey was
conducted in Aligarh and Delhi-NCR by using a structured questionnaire. 546 respondents are
used in this study; respondents were given a questionnaire sheet which is filled by them in person.
The questionnaire was self-administered. The items are then measured by using a five-point
Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree) followed by ten demographic
questions including, such as age, gender, occupation, income, size of the family , marital status ,
locality, family type, average time spent for viewing T.V daily, mention choice of time for viewing
television .

Tools and technique

For this study, SPSS software was used. The results are processed and converted into numbers
in Microsoft excel which transforms the data into usable data. The analysis was performed by
calculating correlation using t-test and ANOVA. Furthermore, a descriptive analysis of the several
variables has been presented to show a broader picture of the data set. The test and their purpose
are further explained in the research findings and analysis section.
To test the influence of independent variable on the dependent variable, regression analysis
was conducted using SPSS software. This technique explains the variation in the dependent
(endogenous) variable; purchase intention, which is influenced by two or more independent
(exogenous) variables (Hair, et. al., 2006). In addition, it accounts for the proportion of variability
of the dependent variable predicted by the linear combination of the independent variable with R2
value, which indicates the goodness of fit of the model. Thus, 4 multiple regression equations are
used in this research, shown in equation 1, 2, 3, 4.

Hypothesis of Study
1. Impact of Celebrity Characteristics on Purchase Intention
H1.1: Physical Attraction positively influences purchase intention
H1.2: Trustworthiness positively influences purchase intention
H1.3: Expertise positively influences purchase intention
H1.4: Meaningfulness positively influences purchase intention
H1.5: Likeability positively influences purchase intention
2. Impact of Consumer Attitude towards Celebrities on Purchase Intention
H2.1: Attention gaining positively influences purchase intention
H2.2: Likeability positively influences purchase intention
H2.3: Entertaining Ability positively influences purchase intention
H2.4: Impactful positively influences purchase intention

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H2.5: Convincing ability positively influences purchase intention

H2.6: Believability positively influences purchase intention
3. Impact of Image of movie stars, Sports Stars, and Advertising Models on Purchase
Intention
H3.1. Image of Movie Star positively influences purchase intention
H3.2. Image of Sports Star positively influences purchase intention
H3.3. Image of advertising models positively influences purchase intention
4 Impact of Celebrity Characteristics; Recall Ability, Image of Individual Celebrities and
Consumer Attitude towards Celebrity on Purchase Intention
H4.1. Overall Celebrity Characteristics positively influences purchase intention
H4.2. Overall Recall Ability positively influences purchase intention
H4.3. Overall Image of individual celebrities positively influences purchase intention
H4.4. Overall Attitude of Consumers positively influences purchase intention

Research Results
The regression analysis tests the relationship between five independent variables of celebrity
characteristics : Physical Attraction (X1), Trustworthiness (X2), Expertise (X3), Meaningfulness (X4),
Likeability (X5) and the dependent variable : purchase intention (y).
Among five hypotheses (H1.1 to H1.5), only three were supported (H1.1, H1.2 and H1.4).
However, two hypotheses (H1.3 and H1.5) were not supported. Thus, the result of regression
indicates that three variables Physical Attraction (X1), Trustworthiness (X2) and Meaningfulness
(X4) are more important in influencing the purchase intention of consumers.
The multiple regression equation is as below:
PI(y) = 27.383 (X0) +0.237 (X1) +0.213 (X2) + 0.178 (X4) (1)
Where,
PI= Purchase Intention
X0= Intercept
X1= Physical Attraction
X2 = Trustworthiness
X4= Meaningfulness
Above equations are obtained from the results of regression analysis. It can be noticed that
signs of all coefficient are positive which means all relationships are positive. Further the
beta value of independent variable Physical attractiveness is highest (0.237) shown in Table 1
which means that the variable is more closely associated with the Purchase intention than any
other variables. Next most important variable is Trustworthiness (0.213) which is followed by
Meaningfulness (0.178).

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The regression analysis tests the relationship among six independent variables of consumers
attitude: Attention gaining (X1), Likeability(X2), Entertaining Ability(X3), Impactful (X4),
Convincing Ability (X5), and Believability (X6) and the dependent variable: purchase intention(y).
Among six hypotheses (H2.1 to H2.6), only three were supported (H2.1, H2.3 and H2.6).
However, three hypotheses (H2.2, H2.4 and H2.5) were not supported. Thus, the result of
regression indicates that three variables Attention gaining (X1), Entertaining Ability (X3) and
Believability (X6) are more important in influencing the purchase intention of consumers.
The multiple regression equation is as below:
PI(y) = 15.852 (X0) +0.321 (X1) + 0.119 (X3) + 0.145 (X6) (2)
Where,
PI= Purchase Intention
X0=intercept
X1= Attention gaining
X3= Entertaining Ability
X6= Believability
Above equations are derived from the results of regression analysis. The beta value of
independent variable ‘Attention gaining’ is highest (0.321) shown in Table 2 which means that this
variable is more closely associated with the Purchase intention than any other variables. Next
most important variable is Believability (0.145) which is followed by Entertaining Ability (0.119).
The regression analysis tests the relationship among three independent variables: Image of
Movie Star (X1), Image of Sports Star (X2), Image of advertising models (X3) and the dependent
variable purchase intention (y).
All three-hypothesis were supported (H3.1, H3.2 and H3.3). Thus, the result of regression
indicates that three variables Image of Movie Star (X1), Image of Sports Star (X2), and image of
advertising models (X3) positively affect the purchasing intention of consumers.
The multiple regression equation is as below:
PI(y) = 31.848 (X0) +1.295 (X1) + 0.778 (X2) + 0.238 (X3) (3)
Where,
PI= Purchase intention
X0=intercept
X1= Image of Movie Star
X2= Image of Sports Star
X3= Image of advertising models
Above equations are obtained from the results of regression analysis. The beta value of
independent variable ‘Image of Movie Star’ is highest (1.295) shown in table 3 which means that
this variable is more closely associated with the Purchase intention than any other variables. Next

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most important variable is Image of Sports Star (0.778) which is followed by Image of advertising
models (0.238).
The regression analysis tests the relationship between four independent variables: Overall
Celebrity Characteristics (X1), Overall Recall Ability (X2), Overall image of individual celebrities
(X3) and Overall Attitude of Consumers (X4) and the dependent variable purchase intention(y).
Among four hypothesis (H4.1 to H4.4), three were supported (H4.1, H4.3 and H4.4). Thus, the
result of regression indicates that three variables; Overall Celebrity Characteristics (X1), Overall
image of individual celebrities (X3) and Overall Attitude of Consumers (X4) have significant and
positive influence on purchase intention while one hypothesis (H4.2) overall celebrity recall ability
(X2) doesn’t have any significant relationship with purchase intention.
The multiple regression equation is as below:
PI (y) = 4.717 (X0) +0.040 (X1) + 0.263 (X3) + 0.089 (X4) (4)
Where,
PI= Purchase Intention
X0=intercept
X1=Overall Celebrity Characteristics
X3=Overall image of individual celebrities
X4=Overall Attitude of Consumers
Above equations have been derived from the results of regression analysis. The beta value of
the independent variable; Overall image of individual celebrities (X3), is highest (0.263) as shown
in Table 4, which means that this variable is more closely associated with the Purchase intention
than any other variables. Next most important variable is Overall Attitude of Consumers (0.089)
which is followed by Overall Celebrity Characteristics (0.040).

Summary of Results
Table 1: Celebrity Characteristics and Purchase Intention

Variables Unstandardized co-efficient (β) p-value Comment

Physical Attraction (X1) 0.237 0.000** Supported

Trustworthiness (X2) 0.213 0.003** Supported

Expertise (X3) 0.140 0.063 Not Supported

R2=0.450
Meaningfulness (X4) 0.178 0.013* Supported F=88.307
p=0.000

Likeability (X5) 0.071 0.221 Not Supported

Constant (X0) 27.383 0.000** N.A.

Note: ** represents significance of 1% level

* represents significance of 5% level

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Table 2: Attitude towards Celebrity and Purchase Intention

Unstandardized co-efficient
Variables p-value Comment
(β)

Attention gaining (X1) 0.321 0.000** Supported

Likeability (X2) 0.080 0.185 Not Supported

Entertaining Ability (X3) 0.119 0.046* Supported

R2=0.587
Impactful (X4) 0.067 0.316 Not Supported F=127.709
p=0.000
Convincing Ability (X5) 0.115 0.062 Not Supported

Believability (X6) 0.145 0.001** Supported

Constant (X0) 15.852 0.000**

Note: ** represents significance of 1% level

* represents significance of 5% level

Table 3: Relationship of Celebrity image with Purchase Intention

Variables Unstandardized co-efficient (β) p-value Comment

Image of movie stars (X1) 1.295 0.000** Supported

Image of sport stars (X2) 0.778 0.000** Supported R2=0.346

F=95.399
Image of advertising models (X3) 0.238 0.000** Supported p=0.000

Constant (X0) 31.848 0.000**

Note: ** represents significance of 1% level

Table 4: Relationship of Overall celebrity characteristics, recall ability, image of individual
celebrities and attitude of consumers with purchase intention

Variables Unstandardized coefficient (β) p-value Comment

Overall celebrity characteristics (X1) 0.040 0.000** Supported

Overall recall ability (X2) 0.027 0.686 Not Supported

R2=0.625
Overall Image of individual celebrity (X3) 0.263 0.000** Supported F=225.891
p=0.000

Overall attitude of consumers (X4) 0.089 0.000** Supported

Constant (X0) 4.717 0.000**

Note: ** represents significance of 1% level,

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Summary of Hypothesis Testing

Hypothesis were tested using multiple regression analysis. Summary of regression analysis is
presented below.
1. Three out of five factors of ‘celebrity characteristics’ (physical attraction, trustworthiness and
meaningfulness) were significant predictors of purchase intention.
2. Among the six dimensions of ‘attitude towards celebrity’ three factors (attention gaining,
entertaining ability and believability) were significant in predicting the purchase intention.
3. All three constructs ‘Image of movie stars’, ‘Image of sport stars’ and ‘Image of advertising
models’ were significantly related with purchase intention.
4. ‘Overall celebrity characteristics’, ‘Overall image of individual celebrity’ and ‘Overall attitude
of consumers’ on purchase intention was also significant in predicting the consumer’s
behaviour.

Summary of t-test
To check the gender difference in the various factors t-test was conducted. The summary of
t-test is presented below.
1. There was no gender difference in the dimensions of ‘celebrity characteristics’ as well as overall
(composite) celebrity characteristics.
2. For the dimensions of ‘attitude towards celebrity,’ only one dimension (Impactful) was
significantly different for male and female consumers.
3. The t-test was significant for ‘overall recall ability’ between the male and female consumers.

Summary of ANOVA
Test of ANOVA was conducted for checking the difference in various age groups and groups
of people spending time on watching television.
For various age groups, the result of ANOVA (shown in Table 5) was significant only for
physical attraction, overall recall ability, image of the movie stars, image of the sport stars, overall
image (composite) “Image of movie stars”, sport stars and advertising models, attention gaining,
likeability, purchase intention created by sport stars and purchase intention created by advertising
models.
For various groups of time spent on viewing television, the result of ANOVA (shown in Table
6) was significant only for trustworthiness, overall recall ability, image of the movie stars, image
of the sport stars, overall image (composite) Image of movie stars, sport stars and advertising
models, likeability, entertaining ability, believability, and purchase intention created by movie
stars.

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Table 5 : ANOVA for Age Groups

Dimensions of Celebrity Age Groups (in years)

Endorsement 16-20 21-25 26-30 31-35 Above 35 F –value p-value
Physical attraction 4.60 4.67 4.53 4.34 4.32 3.645 0.006**
Trustworthiness 4.05 4.24 4.21 4.12 4.06 1.312 0.264
Expertise 4.02 4.09 4.10 4.08 3.98 0.429 0.788
Meaningfulness 4.00 4.05 4.09 4.09 3.98 0.377 0.825
Likeability 4.09 4.07 4.15 4.12 4.05 0.243 0.914
Overall(Composite) Celebrity
4.11 4.20 4.23 4.15 4.11 0.779 0.539
Characteristics
Overall Recall
3.95 4.94 3.87 3.90 2.44 7.834 0.000**
Ability
Image of Movie
4.68 4.48 4.38 4.30 4.02 3.853 0.004**
Stars
Image of Sports
4.07 4.87 4.55 4.53 4.57 7.383 0.000**
Stars
Image of Advertising
4.48 4.39 4.52 4.53 4.53 0.327 0.860
Models
Overall(Composite) “Image
of movie stars”, Sports Stars, 4.24 4.48 4.42 4.39 4.30 2.419 0.048*
and Advertising Models
Attention Gaining 4.40 4.66 4.49 4.34 4.24 3.698 0.006**
Likeability 4.12 4.40 4.27 4.21 4.05 3.197 0.013*
Entertaining Ability 4.03 4.23 4.17 4.10 4.11 1.328 0.258
Impactful 3.94 4.11 4.11 4.11 4.05 1.396 0.234
Convincing Ability 3.95 4.10 4.07 4.05 4.03 0.808 0.521
Believability 3.91 4.02 4.01 3.93 4.01 0.493 0.741
Overall (Composite) Attitude
4.46 4.68 4.60 4.54 4.49 1.652 0.160
of Consumers
Purchase Intention
4.08 4.33 4.24 4.22 4.06 1.701 0.148
Created by Movie Stars
Purchase Intention
3.01 3.43 3.29 3.26 3.32 3.030 0.017*
Created by Sports Stars
Purchase Intention Created
3.49 3.88 3.96 3.80 3.85 3.508 0.008**
by Advertising Models
Overall(Composite) Purchase
Intention Created by 4.22 4.38 4.30 4.30 4.22 0.779 0.539
Individual Celebrities

Note: **represents significance of 1 % level

* represents significance of 5 % level

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Table 6 : ANOVA for Time spent on watching television

Time spent on watching television
Dimensions of Celebrity
Endorsement Below Above F
2 Hrs. 3 Hrs. 4 Hrs. p-value
2 Hrs. 4 Hrs. -value
Physical attraction 4.13 4.32 4.29 4.20 4.14 1.312 0.266
Trustworthiness 4.28 4.34 4.61 4.64 4.70 3.645 0.007**
Expertise 4.06 4.13 4.14 4.12 4.02 0.429 0.798
Meaningfulness 4.08 4.13 4.17 4.17 4.06 0.377 0.834
Likeability 4.17 4.15 4.23 4.20 4.13 0.243 0.934

Overall (composite) Celebrity Characteristics 4.19 4.28 4.31 4.23 4.19 0.779 0.548

Overall Recall Ability 4.07 2.56 3.99 4.02 4.66 7.836 0.000**
Image of Movie Stars 4.36 4.56 4.46 4.38 4.1 3.855 0.004**
Image of Sports Stars 4.19 4.89 4.67 4.65 4.69 7.383 0.000**

Image of Advertising Models 4.56 4.47 4.60 4.61 4.61 0.322 0.860

Overall (composite) Image of movie stars, Sports Stars,

4.32 4.56 4.50 4.47 4.38 2.429 0.046*
and Advertising Models

Attention Gaining 4.19 4.39 4.33 4.26 4.27 1.327 0.268

Likeability 4.24 4.52 4.39 4.33 4.17 3.198 0.011*
Entertaining Ability 4.44 4.70 4.53 4.38 4.28 3.699 0.004**
Impactful 4.10 4.27 4.27 4.27 4.21 1.393 0.254
Convincing Ability 4.15 4.3 4.27 4.25 4.23 0.807 0.513

Believability 3.65 3.86 4.01 3.96 4.05 4.508 0.008**

Overall (composite) Attitude of Consumers 4.66 4.88 4.80 4.74 4.69 1.652 0.160

Purchase Intention Created by Movie Stars 3.13 3.45 3.39 3.38 3.44 3.030 0.017*

Purchase Intention
4.12 4.37 4.28 4.26 4.10 1.701 0.148
Created by Sports Stars

Purchase Intention Created by Advertising Models 3.99 4.10 4.09 4.01 4.09 0.493 0.741

Overall (composite) Purchase Intention Created by

4.42 4.58 4.50 4.50 4.42 0.779 0.539
Individual Celebrities

Note: ** represents significance of 1% level,

* represents significance of 5% level

Discussion
The test of hypotheses reveals that physical attraction, trustworthiness and meaningfulness
are most important dimensions for the construction of celebrity characteristic. The study indicates
that these three factors are more important in the present scenario within the context of the
study. Further, for the consumer’s attitude towards celebrity, only three factors attention gaining,
entertaining ability and believability were more important for predicting the purchasing intention
of the consumers in the current study. The image of celebrities has also been important factor in

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predicting the purchase intention of consumers. Marketers can use these pieces of information for
designing effective communication strategies and choose proper celebrity for endorsement.
Among the significant results of ANOVA for age groups, the results indicate that younger
consumers tend to have higher mean scores on most of the factors related to celebrity
endorsements. With respect to the variable “physical attraction,” the younger consumers of age
group 21-25 had higher value (4.67) followed by age group 16-20 (4.60). This finding indicates
that physical attraction of celebrity endorsement matters a lot for younger consumers. As a matter
of fact, the youngsters are watching movies more, thus they know the names of film stars more
than the individuals of other age groups. With respect to the “Image of movie stars” mean values
are highest for age group 16-20 (4.68) and for image sports stars the age-group of 21-25 (4.87)
had highest means scores (see in, Table 5 ANOVA for age group). It could be because younger
consumers are more interested in sports, watching different games like cricket, football, tennis and
hockey on Television and they are more interested in playing respective sports in the field and
following their ideal sport personalities. Therefore, they are more influenced by their ideal sports
persons thus they buy and use only those products/brands which are endorsed by their favorite
sports personalities.
There is a significant distinction between age (of respondents) with regard to the image of
sportspersons and individual celebrities. In respect to the image of sportspersons, youngster
significantly differs from employees and business persons as Youngster watch sports on
Television and play games on the field to a more extent than do people engaged with business
and other occupations. Additionally, youngsters, have a high awareness of sports personalities
compared to another profession. For the construct of overall (composite) image, consumers of age
group 21-25 (4.48) and 26-30 (4.42) had higher level of mean value.
Pertaining to overall recall ability, younger people of age group 16-20 (3.95) and 21-25 (4.94) had
higher mean scores in comparison to other age groups. The main reason could be the interest and
awareness of younger consumers about celebrities and general. Many celebrities are considered as
role model by young generation. Specifically, the teen consumers are highly influenced by actions
of celebrities communicated in popular media. Furthermore, Celebrity endorsed advertisement
brings a high level of attention, appeal, and rate of recall in contrast with the non-celebrity
advertisements.
While considering the role of average time spent in viewing television, the scores tend to
increase when average time spent on viewing television increases. However, highest scores were
for the respondents with moderate viewing times. The study’s conclusions prove this by stating
that celebrity endorsement factors are highly important especially for younger consumers.
Younger consumers also indicated higher level of purchase intentions for celebrity endorsed
products. Those who watch television more (above 4 hours) tend to have higher level of mean
values for trustworthiness (4.70) (see Table 6 for ANOVA for Time spent on watching television).
Further, such consumers also have higher level of recall ability (4.66) of celebrity endorsed
products. The overall (composite) image was also perceived as high (4.47) for the consumers
with high level of television viewing time of 4 hours. Similar was the case with the dimensions
of consumers’ attitude towards celebrities. The consumers with moderate to higher viewing time,
tend to have higher scores of dimensions of consumers attitude like likeability (4.52) for 2 hours of
time spent, entertaining ability (4.70) for 2 hours and believability (4.05) for viewing time of above
4 hours towards celebrity.

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Conclusion
In this research, analysis of the data was presented. Data was collected through the self-
administered questionnaire. A total of 546 relevant responses (collected from university students,
corporate personnel, self-employed persons and others) from Delhi-NCR and Aligarh region have
been analyzed.
It was found that consumers had overall positive attitude towards celebrity endorsement.
Consumers had evaluated the celebrity and the attitude towards celebrity with a high level
of means. The results of the data analysis indicate that both celebrity attitude and celebrity
characteristics are important in influencing consumers. Celebrity image in each case ‘movie’,
‘model’ and ‘sports’ were also important in determining the consumer’s purchase intention.
Further, the movie stars variable was most influential followed by sports stars and advertising
model. Finally, overall recall ability was not found to be so important in the present study, which
may give future scope to the researcher for further investigation.

Limitations and Future Directions for Research

The researcher has included almost all possible steps towards making the present study.
However, it is observed that certain existing issues need to be investigated. Only selected
dimensions that are related to celebrity endorsement have been touched upon. The researcher
could predict the purchase intention of the consumer in detail thereby overcoming certain
limitations. To be more precise, the study is focused towards predicting the purchase intention
of the consumer through celebrity related variables. However, the possibility of many other
dependent and independent variables cannot be altogether denied. The consumers of specific
tier I and tier II cities of India have been taken into account for this research. There is still
scope of including a variety of geographical locations to make the work more comprehensive
and plausible. The study is limited only to the consumer’s purchase intention, while the actual
purchase behaviour needs to be adequately investigated. Only then the consumer’s opinion about
celebrity endorsement can be better understood.
As the study was focused on a specific set of variables, thus there is a scope for future
research in this area. One good area of research could be how celebrity and their perceived brand
personality could influence the consumer’s purchasing behaviour.

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Authors’ Profile
Syed Mohammad Tarique Hasnain a dynamic, result oriented professional with over fifteen years
of experience in Enterprise & Corporate Marketing, Sales Strategies, Business Development and Academic
has Middle East and India. He is a Research Scholar of Faculty of Management, Pacific University, Udaipur
(Rajasthan), India.

Mahima Birla is working as Dean, Faculty of Management, Pacific University, Udaipur, Rajasthan, India.
She has rich teaching experience of more than 15 years in the area of Banking, Business Economics has and
Business Environment and has held prestigious positions as Conference Director/Organizing Secretary in
6 International and National conference conducted across India and Nepal. She has supervised 5 Doctoral
Researches in the area of Management and authored 3 books in the area of Economics and Indian Financial
System and is the editor of 9 edited books with ISBN; published 13 research papers in prominent National/
International journals. She is a Visiting faculty at Institute of Chartered Accountants of India and Maharana
Pratap University of Agriculture and Technology and is a certified trainer of Transactional Analysis.

Bilal Mustafa Khan is a Professor in the Department of Business Administration; Aligarh Muslim
University, Aligarh, India. He was the Head of the Department of Management Studies at Manipal
University, Dubai Campus, UAE. He has an Engineering background with an M.B.A and a Doctorate in the
areas of Marketing Management. He has more than twenty years of experience in teaching research. He has
numerous publications to his credit both in national as well as international journals such as International
Journal of Business Transformation, International Journal of Business and Entrepreneurship, Asia Pacific
Journal of Business Administration (Emerald), Journal of Global Business Advancement amongst many. He
has traveled to Europe, Africa and Middle East for academic and other activities. His research interest are
Luxury Fashion Brands and Structural EquationModeling.(SEM). He is a renowned SEM expert and has been
invited to conduct a large number of workshops on Research Methods and SEM all across India and abroad.

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