Browsing by Author "ZAINAB SAJJAD, FATIMA ANWAR, SOFIYA ASIF KHAN"

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    CELEBRITY ENDORSEMENTS LEAD TO IMPULSE BUYING: MYTH OR REALITY?
    (DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-05-17) ZAINAB SAJJAD, FATIMA ANWAR, SOFIYA ASIF KHAN
    The study aims to investigate whether celebrity endorsement leads to impulse buying, and if so, to what extent. The objectives of the research are to study in depth the impact of celebrity attractiveness, familiarity, and trustworthiness on consumer brand perception, and the effect of brand perception on brand credibility. Additionally, the study investigates the connection between brand credibility and impulse buying, and whether consumer brand perception and brand credibility mediate the relationship between celebrity endorsement and impulse buying. The sample size is 262 individuals. Data is gathered and analyzed through survey questionnaires for this study. Data is analyzed using SPSS to identify, investigate, and describe the relationship between the study variables. The study's findings lend credence to the idea that celebrity endorsements can lead to impulse buying. By examining the role of consumer brand perception and brand credibility, the study finds that these variables play a crucial role in mediating the significance between celebrity characteristics such as attractiveness, familiarity, trustworthiness, and impulse buying. The study is relevant to companies and marketing practitioners who use celebrity endorsement as a marketing tool and to consumers who need to understand the effect of celebrity endorsement on consumer purchasing decision and behaviour.