The effect of celebrity endorsement on consumer behavior: Case of the Lebanese jewelry industry
Year: 2018
Type: article
Abstract: 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.
Authors: Safi Hani, Azouri Marwan, Azouri Andre
Institution: Lebanese University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2906770763