The Influence of Celebrity Endorsements on Consumer Buying Behavior in Lahore, Pakistan

Abstract

In developing countries, marketing techniques have undergone significant transformations since the beginning of the 21st century, largely due to the introduction of branding concepts. Branding has provided new impetus to marketing strategies, allowing companies to differentiate themselves in crowded marketplaces and connect with consumers on a deeper level. One notable aspect of this evolution is the increasing role of celebrities from various fields in shaping consumer buying behavior. Celebrities wield considerable influence over consumer preferences and purchasing decisions, and marketers have capitalized on this by leveraging celebrity endorsements and partnerships to promote their products and services. Whether it's a popular actor endorsing a skincare brand or a renowned athlete promoting a sports drink, the association with a celebrity adds credibility and aspirational value to the brand. The current study aims to investigate the impact of celebrity endorsements on consumer buying behavior. To achieve this objective, a questionnaire was developed and administered to residents of Lahore, Pakistan. The data collection was conducted using the paper-and-pencil method, targeting shoppers at two prominent shopping malls in the city: Emporium Mall and Packages Mall. The questionnaire was carefully designed to gather insights into consumers' perceptions, attitudes, and behaviors related to celebrity endorsements in marketing. Participants were asked to provide feedback on their awareness of celebrity endorsements, their preferences regarding endorsed products, and the extent to which celebrity endorsements influence their purchasing decisions. By collecting data from shoppers at these two malls, which are popular retail destinations in Lahore, the study aims to capture a diverse range of consumer demographics and preferences. The responses obtained will be analyzed to assess the effectiveness of celebrity endorsements in shaping consumer buying behavior in the context of the local market. The study surveyed a total of 256 respondents to examine the relationship between celebrity endorsements and consumer buying behavior. To analyze the data, a higher-order confirmatory factor analysis (CFA) was employed to measure the celebrity endorsement variable. This was accomplished by utilizing four first-order latent variables: personal traits, credibility of the endorsement, brand credibility, and ad recall. Structural equation modeling (SEM) was then applied to explore the impact of celebrity endorsements on consumers' buying behavior. The findings of the study revealed that the four latent variables effectively captured the concept of celebrity endorsement. Additionally, the results confirmed that celebrities featured in advertisements exert a significant influence on consumer buying behavior. By employing rigorous statistical techniques such as CFA and SEM, the study was able to provide empirical evidence supporting the effectiveness of celebrity endorsements in shaping consumer purchasing decisions. These findings contribute to a deeper understanding of the mechanisms through which celebrity endorsements impact consumer behavior in the context of marketing and advertising strategies.