Open AccessSelection of Celebrity Endorser and Purchase Intention: A New Model
Author(s) -
Majeed Mohammed
Publication year - 2021
Publication title -
indian journal of management and language
Language(s) - English
Resource type - Journals
ISSN - 2582-886X
DOI - 10.35940/ijml.b2024.041121
Subject(s) - advertising , identification (biology) , business , selection (genetic algorithm) , marketing , focus (optics) , empirical research , psychology , computer science , philosophy , botany , physics , epistemology , artificial intelligence , optics , biology
Effective advertising is crucial for the company ininfluencing their customers to buy their products. Sinceadvertising is the primary way in which the companycommunicates with its customers, it is an area of significance forcompanies to focus on. In spite of numerous theoretical andempirical studies that examine celebrity endorsement onpurchase intention, a more comprehensive model is required. It isin the light of this I developed Fit-for-Purpose comprising ofidentification, internalization and fitness dimensions, which areproposed to be strong predictors of purchase intention. The studywas based on literature review. The researcher recommended andconcluded that firms must keep in mind that celebrityendorsements cannot take the place of robust brand buildingprocesses. As a result, marketers should make sure that the brandbeing endorsed and the endorser (local or international, celebritytype, etc.) are a good match, so that the endorsements willpositively influence customers' thinking processes and generate apositive impression.