A Study of the Effect of Celebrity Endorsement on Purchase Intentions

- Evidence from China

DOI

10.2991/978-94-6463-052-7_29How to use a DOI?

Keywords

Source Attractiveness Model; Purchase Intention; Product Type

Abstract

As advertising grows pervasive in everyday life, it plays a significant role that brands recognize. Advertisements shape consumers’ attitudes of brands and, to some extent, influence their purchasing behavior. This study focuses on endorsers’ attributes and employs the source attractiveness model to determine which types of endorsers can most effectively influence consumers’ purchase intentions, analyzing them independently for various product types. Using SPSS with more than 200 respondents, the results indicate that familiarity, likability and similarity all contribute to positive consumer attitudes towards advertising and thus towards brands, which further increases consumer purchase intentions. The paper concludes with suggestions for choosing endorsers for hedonistic and utilitarian items.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yihan Jiang
PY  - 2022
DA  - 2022/12/27
TI  - A Study of the Effect of Celebrity Endorsement on Purchase Intentions
BT  - Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022)
PB  - Atlantis Press
SP  - 247
EP  - 255
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-052-7_29
DO  - 10.2991/978-94-6463-052-7_29
ID  - Jiang2022
ER  -