The Impact of Celebrity Endorsements in the Consumer Buying Behaviour among the College of Business Administration students in the Polytechnic University of the Philippines

Abstract

In the eighteenth century, celebrities have been involved in endorsing a product or a service. This study focuses on drawing out a result to the following: to analyze the literature available on the effect of celebrity endorsement on consumer buying behaviour; to test whether there is any relation between the attitudes of the consumers that is being a supporter, neutral or opposers of celebrity endorsement considering some demographic profiling variables (age, gender, course and family monthly income); to identify the celebrity attributes that will likely influence the purchase intentions of the consumers; and lastly is to examine the consumers perception of the celebrity endorsement that is now a widespread strategy to heighten up the sales of a company by influencing consumers through them. Literature reviews from the presented study revealed that existing studies have been carried out on the impact of celebrity endorsement on consumers’ buying behaviour but not in the Philippine context. The researchers hence used a structured questionnaire to survey 337 consumers from the Polytechnic University of the Philippines' College of Business Administration students during August 23 to 28 2019. It was found in this study that there is a significant relationship that exists between the consumers’ attitudes namely, supporters, neutral and opposers with respect to income level, except in case of age, gender and course. Results of this research imply that the consumers see celebrity endorsements more attractive and influential than the non-celebrity endorsements that they can view. Moreover, results also show that the tested celebrity attributes namely expertise, trustworthiness, similarity, familiarity, likeability, matchup and meaning transfer are statistically significant and can be used for the prediction of purchase intention of the consumers.
Key words: Celebrity Endorsement, Consumer Buying Behavior, Purchase Intention, Purchase Decision