A semi-experimental observation of the effect of celebrity star power on consumer buying behavior

Document Type : Research Paper

Authors

1 University of Mazandaran

2 Faculty of Economics and Administrative Sciences, Mazandaran University, Babolsar, Iran.

10.34785/J018.2023.004

Abstract

Today Advertising and information in business have become an integral part of economic units; consequently, the survival of any business greatly depends on the success or failure of information, marketing, marketing and advertising activities of the same products. Apparently, those Advertisements enjoying well-known endorsers are very popular among the people. This study aims to explain the star power of celebrities on the brand attitude, the brand trust and it’s purchase intention. The given study, is an applied research in terms of the purpose and a quasi-experimental study in terms of data collection.
The statistical population of the given study is students of Mazandaran University. The sample size is estimated to be 465 people. Due to the corona virus outbreak, the available sampling method is used. At first, ten celebrities and 10 well-known brands are prioritized in order to often the statistical sample is devided into two groups including “surveys and control”. Finally the questionnaire about the effect of star power on the “purchasing behavior” was attributed among the sample. The findings show that the use of celebrities leads to a positive attitude towards the brand, more trust and intention to buy in consumers. Compared to lower star power, the higher counterpart leaves a greater impact on the brand attitude, the brand trust and buying intention as well.

Keywords


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