The effect of celebrity endorsement on consumer behavior : case of the Lebanese jewelry industry
Safi Hani, Azouri Marwan, Azouri Andre
This paper tends to the effect of celebrity support to jewelry advertisements on the conduct of consumers, in particular on Lebanese females. The investigation is drawn closer from the point of view of the customer. It studies celebrity endorsement from pristine idea, speculations, efficiency, and presence in the jewelry industry. It additionally looks at customer perception, decision making process, and demeanor as all influenced by celebrity support. Underlying explicative models relating the latter factors are exhibited. Attractiveness of celebrity endorser infers advertisement recall and is sought to be associated to the consumer's intention to purchase. The relationship between the credibility of celebrity endorser and both consumer mark inclination and mentality is also examined. impact on customer's behavior relevant to advertisement recall and intention to buy. Mark inclination and mentality of the consumer are found to be negatively influenced by celebrity endorsement.
Year of publication: |
December 2018
|
---|---|
Authors: | Hani, Safi ; Marwan, Azouri ; Andre, Azouri |
Published in: |
Arab economic and business journal. - Amsterdam [u.a.] : Elsevier, ISSN 2214-4625, ZDB-ID 2745442-3. - Vol. 13.2018, 2, p. 190-196
|
Subject: | Celebrity endorsement | Jewelry industry | Advertisement | Consumers behavior | Celebrity-Werbung | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
Saved in:
freely available
Type of publication: | Article |
---|---|
Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1016/j.aebj.2018.11.002 [DOI] hdl:10419/246227 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011956266
Saved in favorites
Similar items by subject
-
Abirami, U., (2018)
-
Informational and transformational responses to celebrity endorsements
Lord, Kenneth R., (2009)
-
Impact of celebrity credibility on advertising effectiveness
Aziz, Sadia, (2013)
- More ...
Similar items by person