Examining the Effects of Celebrity Endorser’s Credibility, Congruency and Meaning transfer on Purchase Intention of Skincare Products: An Empirical Research in East China

peng, cheng (2015) Examining the Effects of Celebrity Endorser’s Credibility, Congruency and Meaning transfer on Purchase Intention of Skincare Products: An Empirical Research in East China. [Dissertation (University of Nottingham only)]

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Abstract

Celebrity endorsement strategy is widely used by marketers for the purpose of increasing sales and extending the market shares. Celebrity endorsers have proved with positive impacts on purchase intention by many researchers. However, the current findings about the effects of celebrity endorsement on purchase intention are still equivocal, owing to several different dimensions of celebrity endorsement. For example, source credibility of celebrity, celebrity congruency and meaning transfer of celebrity. Therefore, it is necessary to study these three factors in order to examine its effects on consumer purchase intention.

Purpose: The purpose of this research is to find out whether celebrity credibility, congruency and meaning transfer are positively influence consumer purchase intention of skincare products in East-China.

Literature review: This chapter is discussed from two perspectives; celebrity endorsement and consumer behavior. Previous and existing literature are reviewed, and then this research identified three significant attributes of celebrity endorsement, which are source credibility, celebrity congruency and meaning transfer. Furthermore, the conceptual framework and hypotheses are proposed based on the identified factors in the end of this chapter.

Method: Quantitative research method is adopted in this research for hypotheses testing. Questionnaire is designed as the research tool in terms of collecting the data, and then statistical analysis is used to deal with the data.

Conclusions: This research proves that celebrity endorsement influences purchase intention positively; especially celebrity attractiveness, trustworthiness and meaning transfer are significantly correlated with consumer purchase intention.

Item Type: Dissertation (University of Nottingham only)
Keywords: celebrity endorsement, attractiveness,trustworthiness, congruency, meaning transfer, purchase intention
Depositing User: PENG, CHENG
Date Deposited: 23 Mar 2016 15:32
Last Modified: 16 Sep 2016 00:25
URI: http://eprints.nottingham.ac.uk/id/eprint/30228

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