Effect of Celebrity Endorsement on Consumer Buying Behavior

Research Topic

EFFECT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOR

By

Zarak Khan Bangash

Email: tranceadd931@gmail.com

Thesis

Submitted to

Institute of management studies University of Peshawar

Session: 2011-15

Supervised by

Dr. Ali Muhammad Mohmand

Abstract

Study is conducted about effects of celebrity endorsement on consumer buying behavior in telecom sector Ufone and Mobilink of Pakistan. Randomly 150 customers from both Ufone and Mobilink were selected for the data collection. The conceptual framework of source credibility model used, consumer buying behavior included as dependent variable while trustworthiness, attractiveness, expertise and good-looks of celebrity endorser as independent variables. Closed ended structured questionnaire were designed for the data collection. Correlation and regression tests applied to analyze data. The test of reliability statistics shows that all the variables included in the study is reliable for the data collection. The results further states that; trust worthiness has positive and significant effects on consumer buying behavior; expertise of the celebrity has positive and significant effects on consumer buying behavior; Celebrity attractiveness of the celebrity has positive and significant effects on consumer buying behavior.

Keywords: Celebrity endorsement, buying behavior, telecom sector, trustworthiness, attractiveness, expertise.

Acknowledgment

“By the name of Allah who is most Merciful and Beneficent”

By the grace of Allah I completed this research to fill the required research gap. It was not an easy job at all, due to constant hard work and support from friends enable me to complete the research study on the time. Special thanks to Kausar Khan, Inayat ur rehman, Salamat Hussain, Mr Fayaz Khan, Shahtoor Bangash (MNA), Sherafgun Bangash, Shershah Bangash, Rafi, Adnan Noor, Ibrahim Khattak, Waleed Bangash and Malik Itizaz for their constructive ideas and assistance to maintain consistency in tasks completion.

Dr. Ali Muhammad Mohmand is the individual who need’s an extra honor who guides me to fulfill the particular study, without his useful remarks it would be difficult to sustain the quality and accuracy of research.

Finally my gratitude to family members who hold patience during these hard consequences

Regards

Zarak Khan Bangash

Table of Contents

Chapter: 1        1

Introduction        1

1.1        Background of the study        1

1.2        Concept of Celebrity        3

1.3        Consumer Behavior        3