A Study of Relationship of Consumer Attitudes and Purchases Intentions To Celebrity Advertisements

International Center for Business Research
Issue: Volume 2 Mar 2013; Link: icbr.net/0203.17
A study of Relationship of Consumer Attitudes

and Purchases Intentions to Celebrity
Advertisements
Virendra Chavda1, Jayaashish Sethi2
1
2
Asst. Professor, Manish Institute of Management, Visnagar 384315

Director, Manish Institute of Management, Visnagar 384315
Abstract: Celebrities have become famous for more than being in the movies or on a television show; they
appear on the covers of magazines, they endorse products they may or may not use, and they have started to
design their own lines of clothing, perfume and accessories. A celebrity is someone who is well known and
popular, whereas a celebrity endorser is someone who enjoys public recognition and who uses that recognition
on behalf of a consumer good by appearing with it in an advertisement (McCracken, 1989). Celebrities can
make people take notice of what they are endorsing and create an immediate identity or persona for a product
(Cooper, 1984). The purpose of this study was to investigate the relationship between the Celebritys physical
attractiveness, their credibility and their congruency with the advertisement, and consumers attitudes toward the
advertisement, the brand and their intent to purchase the advertised product. Participants were asked to answer a
questionnaire that corresponded with three different apparel advertisements, using three different celebrities.
The dependent variables, purchase intentions, attitude toward the ad and attitude toward the brand were
measured against the independent variables, physical attractiveness, source credibility, and celebrity/brand
congruency using one-way ANOVA and backward linear regression.
Keywords: Celebrity, Physical attractiveness, attitude, Purchase intention
Introduction:
According to Spielman (1981), celebrities increase
your odds of getting attention, make the copy more
memorable, humanize the company, add glamour
to the product, and make it more desirable, credible
and trusted. For these reasons advertisers seek out
celebrities to promote their products. Around 20%
of all commercials use some sort of celebrity
endorsement and 10% of all advertising dollars
goes to celebrity endorsements (Bradley, 1996).
The three variables that have been identified in
celebrity
endorsements
are
1)
physical
attractiveness, 2) source credibility (trustworthiness
and expertise), and 3) celebrity/brand congruency.
No studies have been done using all three
mentioned variables in relation to celebrities
endorsing brand name apparel. The goal of this
study is to examine the wide use of celebrity
endorsements in fashion clothing advertisements;
to find out how people view these ads by
measuring their attitudes toward the ad and the
celebrity and their purchase intentions toward the
endorsed products using the above three variables.
These variables make the advertisement believable,
leading the consumer to form an associative link
(pre-existing associations or groups of concepts
Virendra Chavda (Correspondence)

[email protected]
that are related meaningfully to an object) (Till,

1998), and purchase the product, or turn to its
competitor. With the market being so cluttered,
consumers often will make purchase decisions
relying more on the advertised image of the brand,
than the physical aspect of the brand (Graeff,
1996). Marketers want to generate interest and
differentiate their brand from others, and one way
to do that is to tie the brands image to a celebrity
(Buck,1993).
Purpose of Study:
The purpose of this study was to investigate the
influence of physical attractiveness, source
credibility of the endorser, and celebrity/brand
congruency on consumers attitudes toward the
printed advertisement and brand, and purchase
intentions of the endorsed product.
Objectives:
1) To examine if the celebritys physical
attractiveness, the source credibility and the
celebrity/brand of the endorser in the advertisement
will increase the purchase intentions of the
endorsed product.

celebrity/brand congruency of the endorser will
positively influence the consumers attitude of the
advertisement.
celebrity/brand congruency of the endorser will
positively influence the consumers attitude toward
the brand in the advertisement.
Literature Review:
Consumer Behavior
Consumer behavior can be defined as activities
people undertake when obtaining, consuming, and
disposing of products and services. (Blackwell,
Miniard, & Engel, 2001, p. 6). Simply stated
consumer behavior is the study of why people
buy. Studying this behavior is important because
when more is known about why people shop and
buy certain products, the easier it becomes to
develop strategies to influence consumers to buy.
More recently, researchers are expanding their
scope of research from why people buy to why
and how people consume. (Blackwell et al., 2001).
There are several ways in which researcher s
measure consumer behavior. Some conduct
experiments to determine changes in buyer
behavior using focus groups, conducting
interviews, or administering questionnaires, others
might explore store settings or peoples home to
better understand how consumers use products or
invent ways to solve problems (Blackwell et al.,
2001).
Attitude toward the Advertisement
Advertisement is defined as a predisposition to
respond in a favorable or unfavourable manner to a
particular advertising stimulus during a particular
exposure situation (Mackenzie, Lutz and Belch,
1986). According to Baker and Lutz (1988),
Advertisement may contain both affective reactions
(ad-created feelings of happiness) and evaluations
(an ads credibility or informativeness). The
advertising function for Advertisement is not
directed at specific products. Attributes/benefits,
and the objective is not to influence consumers
beliefs toward the brand per se (Shimp, 1981). The
direction is instead directed towards creating a
favorable attitude toward the advertisement in order
to leave consumers with a positive feeling after
processing the ad (Shimp, 1981).
Intentions
Intentions are type of judgments about how in the
present context, a consumer will behave towards a
particular brand. (Biehal et al., 1992, p. 25).
Intentions may be based on processing all relevant
and available brand information (Biehal et al.
1992). A close relationship between intentions and

choice may not always occur; consumers may
make choices without completely processing all
brand information (Biehal et al. 1992). Consumers
may not even form overall evaluations/intentions
either, but they may form attitudes toward the
brand without making choices (Biehal et al. 1992).
Purchase intentions, is a topic that has not been
widely studied. When paired with advertising, the
studies conducted are scarce. Woodside & Taylor
(1978), hypothesized that the more the product is
advertised the higher quality it has and the more it
will be consumed. The more advertised brands are
more easily recognizable leading to greater
consumption. Woodside & Taylor (1978) found
that consumers viewed products that are nationally
advertised to be higher in quality, and therefore, its
purchase intentions increase.
Physical Attractiveness
Most television and print ads use physically
attractive people because many studies have shown
that consumers tend to form positive stereotypes
about such people (Ohanian, 1991). Studies have
shown that attractive people are more successful in
changing
beliefs
than
their
unattractive
counterparts( Kamins, 1990; Till & Busler, 1998;
Kahle & Homer, 1985; Ohanian, 1991; Chaiken,
1979; Baker & Churchill, 1977; Petroshius &
Crocker, 1989; Horai, Naccari, & Fatoullah, 1974).
In an exhaustive review by Joseph (1982), he
summarized the experimental evidence in
advertising and related disciplines regarding
physically attractive communicators impact on
opinion change, product evaluations, and other
dependent measures.
Source Credibility/Expertise
This variable has two sides: trustworthiness and
expertise. The source credibility variable model
contends that the effectiveness of a message
depends on the perceived level of expertise and
trustworthiness of an endorser (Hovland & Weiss,
1951). Trustworthiness refers to the honesty,
integrity, and believability of an endorser as
perceived by the consumer. (Erdogan, Baker, &
Tagg, 2001, p.40). Expertise is referred to as the
extent to which a communicator is perceived to be
the source of valid assertions. (Erdogan et. al.,
2001, p.40). Expertise is the level of knowledge,
experience or skills the endorser possesses
(Hovland, Janis, & Kelley, 1953).
Celebrity/Brand Congruency
The Match-Up. hypothesis generally suggests that
the message conveyed by the image of the celebrity
and the image of the product should converge in
effective advertisements and implies a need for
congruency between product image and celebrity
image on an attractiveness basis. (Kamins, 1990, p.
51
5). It suggests that the visual imagery contained in

the advertisement conveys information over and
above the information contained in explicit verbal
arguments (Rossiter& Percy, 1980). According to
Kahle and Homer (1985), when a celebritys
physical attractiveness is congruent with the
product they are endorsing, the .match-up.
hypothesis would predict a positive impact on the
product and the advertisement evaluations; if there
is incongruence, those evaluations would decline.
This finding may be particularly true for products
that enhance beauty which are endorsed by
celebrities. Consumers may believe that the product
plays a role in their own attractiveness (Kamins,
1990).
Summary:
There are myriad ways to measure consumer
behavior; there are countless influences that affect
brand consumption, but one of the most intriguing
is through the celebrity endorsement process. This
relatively new phenomena is a rapidly growing
business, that spills into every avenue of the
market. For this reason, celebrity endorsements of
brand name apparel should be studied more closely.
As consumers are inundated with celebrity
advertisements in every day life, it would be
beneficial to know how they think, feel, and react
to this very fashionable trend. So the purpose of
this study was to examine how a celebrity adds
equity to the product/brand being endorsed, will it
help researchers learn how consumers really feel
about celebrities in advertising and how that is
related to their attitudes toward the advertised
product and their intent to purchase the advertised
product. Using the variables of 1) physical
attractiveness, 2) source credibility (of the
endorser), and 3) celebrity/brand congruency
(match-up/fit), will help researchers understand
what factors consumers look for when forming
attitudes towards celebrities.
Research design:
Design
This research was conducted using a questionnaire
designed to understand consumers views on
celebrity
endorsements,
measuring
their
attractiveness, expertise and trustworthiness and
also to examine consumers attitudes toward
advertising, their attitude toward the advertised
brand and their purchase intentions. The three
advertisements were chosen based on the price of
the brands being endorsed.
Variables
The independent variables in this study are the
physical attractiveness of the celebrity, the source
credibility of the celebrity and the celebrity/brand
congruency of the product. The dependent
variables of this study are the attitudes toward the

advertisement and the product and the consumers
intent to purchase the product.
Description of the Instrument

The instrument that was used for this survey was a
valid and reliable scale developed specifically for
research on celebrity endorsements by Ohanian
(1990). It has a reliability of .904 and .903 for
attractiveness, .895 and .896 for trustworthiness,
and.885 and .892 for expertise. To measure the
belief attributes toward the advertisement a
modified scale was taken from Pollay and Mittal
(1993). It has a reliability of .47 to .78. To measure
attitude toward the ad, scales were taken from
Osgood, Suci, & Tannenbaum, (1957). To measure
attitude toward the brand, scales from Osgood,
Suci, & Tannenbaum.s (1957) were constructed. To
measure purchase intentions, three questions using
five-point scales assessing the likelihood that the
respondent would purchase the product, the
likelihood that the respondent would try the
product on if seen in a store, and the likelihood the
respondent would actively seek out the product in a
store will be used. These questions have been used
throughout past research (Petroshius & Crocker,
1989; Mitchell & Olson, 1981; Kamins & Gupta,
1994; Ohanian, 1991; Kamins, 1990; Till & Busler,
1992; Kahle & Homer, 1985).
Sampling Survey:
Sample unit: Graduate & Undergraduate College
students
Sample Size: Total 300 respondents of Ahmedabad
region of Gujarat.
Sample Procedure: Non probability Convenience
Sampling
Time of study: 2 Weeks (From 1.12.2012 to
5.4.2013)
Analysis of Data:
Data was analyzed by SPSS. ANOVA was run next
to measure the significance of my variables. Linear
Regression was run to see where the significance
lies. The purchase intentions, attitude toward the
advertisement and the brand were measured against
the dependent variables. A more specific regression
was required, so a Backward Linear Regression
was run.
Limitations
This study was limited by:
1) The use of a convenience sample.
2) The use of all females in the advertisements.
3) The higher percent of females surveyed.
Assumptions
The following assumptions were made:
1) That the sample measured will know the
celebrity in the advertisement used.
52
2) That the respondents will answer the questions

with honesty, completely, and without intentional
bias.
3) That the respondents will understand the
questions asked and the scales used.
4) That the respondents do not use prior opinions,
attitudes or feelings about the product or celebrity
when answering the questions.
Research Questions:
1) Will the physical attractiveness of the
celebrity endorser, source credibility and
celebrity/brand
congruency generate
higher intent to purchase the advertised
product?
endorser,
source
credibility
and
celebrity/brand congruency positively
influence
attitudes
toward
the
advertisement?
endorser,
source
credibility
and
celebrity/brand congruency positively
influence attitudes toward the brand?
Primary data analysis & interpretation:
Almost all of the respondents (94%) surveyed were
male and 6% were female. All (100%) of the
students surveyed were between the ages of 18-29.

Forty-one percent of the students had a post
graduate degree, 59% of the students had a
graduate degree.
Purchase Intentions:
Research Question One:
Will the physical attractiveness of the celebrity
endorser, source credibility and celebrity/brand
congruency generate higher intent to purchase the
advertised product?
Cronbachs Alpha was run for each ads set of
physical attractiveness questions for a measure of
internal consistency. The reliability coefficient for
the Ranbir Kapoor/Pepsi advertisement was 0.877;
0.880 for the Katrina Kaif/Sony advertisement, and
0.913
for
the
Sachin
Tendulkar/Boost
advertisement. All of these were very good
reliability coefficients that represent good internal
consistency. One-way ANOVA was run to next to
see if significant differences between the means of
the physical attractiveness questions existed
between the three advertisements. Results revealed
that scores of the physical attractiveness questions
for each advertisement were statistically significant
at the 0.05 level (p<0.05; Table 1).
Table 1: Physical Attractiveness of the Printed Advertisement

Main effects
Sum of squares
DF
Mean Square
Sig.
Advertisements
30184.816
15092.41
427.796
Total
61830.466
899
Linear regression was run next to determine the

difference in significance levels. Linear regression
showed that there were many significant factors; so
another post hoc test was run. Backward linear
regression was run to determine where the source
of the significance lies. Specifically, purchase
intentions, attitude toward the advertisement, and
attitude toward the brand were measured separately
against the celebritys physical attractiveness, their
credibility, and their congruency with the brand.
This was done for each of the advertisements.
Cronbachs Alpha was run for each ads set of

source credibility questions for a measure of
internal consistency. The reliability coefficient for
the Ranbir Kapoor/Pepsi advertisement was 0.933;
0.934 Katrina Kaif/Sony advertisement; and 0.950
for the Sachin Tendulkar/Boost advertisement.
One-way ANOVA was run to next to see if
significant differences between the means of the
source credibility questions existed. Results
revealed that score of the physical attractiveness
questions were statistically significant at the 0.05
level (p<0.05). See Table 2 below.
Table 2: Source Credibility of the Printed Advertisement

Main effects
Sum of squares
DF
Mean
Square
Sig.
Advertisements
21286.722
10643.36
90.299
Total
127013.9
899
Backward linear regression was run to determine
where the source of the significance lies.
Specifically, purchase intentions, attitude toward
the advertisement, and attitude toward the brand

were measured separately against the celebritys
physical attractiveness, their credibility, and their
53
congruency with the brand. This was done for each

of the advertisements. Finally the third independent
variable was tested.
advertisement. One-way ANOVA was run to next

to see if significant differences between the means
of the celebrity/brand congruency questions
existed. One-way ANOVAs were run on
celebrity/brand congruency question #1 (congr #1)
separate from questions #2-5 (congr #2). Results
revealed that score of the physical attractiveness
questions were statistically significant at the 0.05
level (p<0.05). Refer to Tables 3 and 4.
Cronbachs Alpha was run next for each ads set of

celebrity/brand congruency questions and was
0.852 for the Ranbir Kapoor/Pepsi advertisement;
0.815 for the Katrina Kaif/Sony advertisement, and
0.868
for
the
Sachin
Tendulkar/Boost
Table 3: The Familiarity of the Celebrity in the Advertisements

Main effects
Sum of squares
DF
Mean
Square
Sig.
Advertisements
70.782
35.391
16.145
Total
2037.116
899
Table 4: Celebrity/Brand Congruency of the Printed Advertisements

Main effects
Sum of squares
DF
Mean
Square
Sig.
Advertisements
7608.629
3804.314
104.404
Total
40293.932
899
Backward linear regression was run to determine

where the source of the significance lies.
Specifically, purchase intentions, attitude toward
the advertisement, and attitude toward the brand
were measured separately against the celebritys
physical attractiveness, their credibility, and their
congruency with the brand. This was done for each
of the advertisements. For the Ranbir Kapoor/Pepsi
advertisement, purchase intentions were measured
first against the independent variables of physical
attractiveness, source credibility and the

congruency between the celebrity and the brand
(congr#1& congr#2). Physical attractiveness
(0.488), celebrity/brand congruency (congr#2),
(0.121), and how familiar the student was with the
celebrity (congr#1), (0.424) did not have a
significant affect on purchase intentions. Source
credibility (0.000) was the only independent
variable that had a significant effect on purchase
intentions. See Table 5.
Table 5: Purchase Intentions toward the Ranbir Kapoor Advertisement

Variables
Sig.
-0.694
0.488
Source Credibility
4.589
Familiarity of Celebrity (Congr#1)
-0.801
0.424
Celebrity/Brand Congruency (Congr#2)
1.555
0.121
The second advertisement, Katrina Kaif/Sony,

Backward Linear Regression illustrated that the
independent variables of physical attractiveness
(0.000) and celebrity/brand congruency #1(0.005)
(how familiar the celebrity is) were significant.

Purchase intentions did not have a significant effect
on source credibility, (0.153) and the
celebrity/brand congruency #2, (0.93). See Table 6.
Table 6: Purchase Intentions toward the Katrina Kaif Advertisement

Variables
Sig.
5.506
Source Credibility
1.434
0.153
1.687
0.093
54
2.813
The third advertisement that was measured was

Sachin Tendulkar/Pepsi. Purchase intentions were
measured against all the independent variables of
physical attractiveness, source credibility and
celebrity/brand congruency. Backward Linear
Regression illustrated that the independent
0.005
variables
of
physical
attractiveness
and
celebrity/brand congruency #2 were significant.
Purchase intentions did not have a significant effect
on how familiar the student was with the celebrity,
(congr#1) (0.155) and the credibility of the
celebrity, (0.618). Refer to Table 7.
Table 7: Purchase Intentions toward the Sachin Tendulkar Advertisement

Variables
Sig.
1.425
0.155
Source Credibility
4.809
4.397
0.499
0.616
Physical attractiveness generated higher purchase

intentions for the Katrina Kaif/Sony advertisement
and the Sachin Tendulkar/Boost, but did not for the
Ranbir Kapoor/Pepsi advertisement. Source
credibility generated higher purchase intentions
only for the Ranbir Kapoor/Pepsi advertisement.
Celebrity/brand congruency had to be split into two
categories, congr#1 and congr#2, which was
explained earlier. Congr#1 generated higher
purchase intentions in only the Katrina Kaif/Sony
advertisement. Congr#2 generated higher purchase
intentions in only the Sachin Tendulkar/Boost
advertisement. Overall, all the independent
variables generated higher purchase intentions in
all three advertisements. However, which
independent variable that generated higher
purchase intentions depended on the celebrity in
the advertisement.
Attitudes toward the Advertisement

Research Question Two:
Will the physical attractiveness of the endorser,
source credibility and celebrity/brand congruency
positively influence attitudes toward the
advertisement?
This research questions was tested the same way as
research question one. Factor Analysis, One-Way
ANOVA and Backward Linear Regression were all
run. The independent variables were measured
against the second dependent variable attitude
toward the advertisement for research question two.
For the first advertisement, Ranbir Kapoor/Pepsi,
attitude toward the advertisement was measured
against the independent variables of physical
attractiveness, source credibility and the
congruency between the celebrity and the brand.
Backward linear regression illustrated that all the
independent
variables
except
physical
attractiveness (0.172) had a significant effect on
consumers attitude toward the advertisement. See
table
8.
Table 8: Consumers Attitude toward the Ranbir Kapoor Advertisement

Variables
t
Sig.
6.11
0.172
Source Credibility
5.339
1.658
0.098
4.091
In the second advertisement, Katrina Kaif/Sony,

Backward linear regression, illustrated that physical
attractiveness (0.00) did have a significant effect on
the attitude toward the ad, along with source
credibility (0.020) and celebrity/brand congruency
(0.000) (congr#2). Attitude toward the ad did not

have a significant effect on how familiar the
student was with the celebrity, (0.382) as displayed
in table 9.
55
Table 9: Consumers Attitude toward the Katrina Kaif Advertisement

Variables
Sig.
17.745
Source Credibility
2.145
0.033
6.064
0.876
0.382
Thirdly, the Sachin Tendulkar/Boost advertisement

was measured. Attitude toward the ad was
measured against the independent variables.
Physical attractiveness (0.000) did have a
significant effect on the attitude toward the
advertisement,
along
with
celebrity/brand
congruency (0.000) (cong#2). Attitude toward the

advertisement did not have a significant effect on
how familiar the student was with the celebrity
(congr#1) (0.155) or source credibility (0.618).
Refer to table 10.
Table 10: Consumers Attitude toward the Sachin Tendulkar Advertisement

Variables
t
Sig.
4.397
Source Credibility
0.499
0.618
1.425
0.155
4.809
Physical Attractiveness influenced positive

Attitudes toward the Brand
attitudes
toward
the
Katrina
Kaif/Sony
Research Question Three:
advertisement and the Sachin Tendulkar/Boost
Will the physical attractiveness of the endorser,
advertisements, but not toward the Ranbir
source credibility and celebrity/brand congruency
Kapoor/Pepsi advertisement. Source credibility
positively influence attitudes toward the brand?
influenced positive attitudes toward the Ranbir
Kapoor/Pepsi advertisement and the Katrina
This research questions was tested the same way as
Kaif/Sony but not for the Sachin Tendulkar/Boost
research question one. One-Way ANOVA and
advertisement. How familiar the consumer was
Backward Linear Regression were all run. The
with the celebrity only influenced positive attitudes
independent variables were measured against the
toward the Ranbir Kapoor/Pepsi advertisement.
third dependent variable attitude toward the brand
The
Katrina
Kaif/Sony
and
Sachin
for research question three. For the first
Tendulkar/Boost advertisements did not influence
advertisement, Ranbir Kapoor/Pepsi, the attitude
positive attitudes towards the respective
toward the brand was measured against the
advertisements.
Celebrity/brand
congruency
independent variables of physical attractiveness,
influenced positive attitudes towards the Ranbir
source credibility and both parts celebrity/brand
Kapoor/Pepsi and the Sachin Tendulkar/Boost
congruency. Backward linear regression illustrates
advertisements, but not toward the Katrina
that the celebrity/brand congruency #2, (0.000) did
Kaif/Sony advertisement. Overall, all the
have a significant effect on the attitude toward the
independent variables influenced positive attitudes
brand, while congr#1, (0.250) did not. Physical
toward the three advertisements. However, which
attractiveness, (0.062) and source credibility,
independent variable that positively influenced
(0.000) also had a significant effect on the attitude
consumers attitudes toward the advertisements
toward the brand. Refer to table 11.
depended on the celebrity in the advertisement.
Table 11: Consumers Attitude toward Brand in the Ranbir Kapoor Advertisement
Variables
Sig.
1.876
0.062
56
Source Credibility
4.313
1.152
0.25

3.552
The Katrina Kaif/Sony advertisement was
measured next. Attitude toward the brand was
measured against the independent variables of
physical attractiveness, source credibility and both
parts celebrity/brand congruency. Backward linear
regression illustrates that the celebrity/brand
congruency #1, (0.036), along with physical
0
attractiveness, (0.022) and source credibility,
(0.022) all had a significant effects on the attitude
toward the brand. Celebrity/brand congruency #2,
(0.951) was the only independent variable that did
not have a significant effect on the attitude toward
the brand. See Table 12.
Table 12: Consumers Attitude toward the Brand in the Katrina Kaif Advertisement
Variables
Sig.
5.064
Source Credibility
2.311
0.022
2.112
0.036
-0.062
0.951
In the third advertisement, Sachin Tendulkar/Boost,

attitude toward the brand was measured against the
independent variables of physical attractiveness,
source credibility and both parts of celebrity/brand
congruency. Celebrity/brand congruency #2,
(0.000), physical attractiveness, (0.016), and source
credibility, (0.005) did have a significant effect on

the attitude toward the brand. Celebrity/brand
congruency #1, (0.967) was the only independent
variable that did not have a significant effect on the
attitude toward the brand. Refer below to Table 13.
Table 13: Consumers Attitude toward the Brand in the Sachin Tendulkar Advertisement
Variables
Sig.
2.384
0.018
Source Credibility
2.814
0.005
-0.041
0.967

5.738
Physical attractiveness positively influenced
consumers attitudes toward the brand in all three
advertisements. Source credibility also positively
influenced consumers attitudes toward the brand in
all three advertisements. The familiarity of the
celebrity only was positively influenced in the
Katrina Kaif/Sony advertisement. The Ranbir
Kapoor/Pepsi and the Sachin Tendulkar/Boost
advertisements were not positively influenced. The
celebrity/brand
congruency was
positively
influenced in both the Ranbir Kapoor/Pepsi
advertisement and the Sachin Tendulkar/Boost
0
advertisement.
The
Katrina
Kaif/Sony
advertisement was not positively influenced.
Overall, all the independent variables influenced
positive attitudes towards the brand in all three
advertisements. However, which independent
variable that positively influenced consumers
attitudes toward the brand in the three
advertisements depended on the celebrity in the
advertisement.
To show the strength of the relationships between
the dependent and independent variables, the
backward linear regression tables are shown below.
Backward Linear Regression Tables

Table 14: Purchase Intentions of the Ranbir Kapoor Advertisement
Unstandardized Coefficients
Model
1
(Constant)
Std. Error
Standardized
Coefficients
Beta
Sig.
1.568
1.476
1.062
0.289
Scoreph1
-0.042
0.06
-0.049
-0.694
0.488
Scoresc1
0.141
0.031
0.328
4.589
57
ad1congr#1
-0.128
0.16
-0.049
-0.801
0.424
ad1congr#2
0.108
0.069
0.114
1.555
0.121
Standardized
Coefficients
Beta
Sig.
Table 15: Purchase Intentions of the Katrina Kaif Advertisement

Model
1
(Constant)
Std. Error
-0.929
1.674
-0.555
0.579
Scoreph2
0.247
0.045
0.32
5.506
Scoresc2
0.037
0.026
0.077
1.434
0.153
Ad2congr#1
0.513
0.182
0.151
2.813
0.005
Ad2congr#2
0.076
0.045
0.098
1.687
0.093
Standardized
Coefficients
Beta
Sig.
Table 16:. Purchase Intentions of the Sachin Tendulkar Advertisement

Model
B
1
Std. Error
(Constant)
-2.434
2.21
-1.101
0.272
ad3congr#1
0.411
0.289
0.074
1.425
0.155
ad3congr#2
0.253
0.053
0.301
4.809
scoreph3
0.269
0.061
0.272
4.397
scoresc3
0.018
0.035
0.036
0.499
0.618
Standardized
Coefficients
Beta
Sig.
Table 17: Attitude toward the Advertisement of the Ranbir Kapoor

Model
B
1
-2.019
Std Error
1.476
-1.368
0.172
Scoreph1
0.365
0.06
0.317
6.11
Scoresc1
0.164
0.031
0.283
5.339
Ad1congr#1
0.265
0.16
0.074
1.685
0.098
Ad1congr#2
0.284
0.069
0.222
4.091
Standardized
Coefficients
Beta
Sig.
(Constant)
Table 18: Attitude toward the Advertisement of the Katrina Kaif

Model
B
1
-2.296
Std Error
1.535
-1.496
0.136
Scoreph2
0.729
0.041
0.673
17.745
Scoresc2
0.051
0.024
0.075
2.145
0.033
Ad2congr#1
0.146
0.167
0.031
0.876
0.382
Ad2congr#2
0.251
0.041
0.229
6.064
(Constant)
58
Table 19:. Attitude toward the Advertisement of the Sachin Tendulkar
B
1
Standardized
Coefficients
Beta
Model
Sig.
1.57
0.117
(Constant)
3.164
Std Error
2.015
Ad3congr#1
0.194
0.263
0.032
0.738
0.461
Ad3congr#2
0.13
0.048
0.142
2.709
0.007
Scoreph3
0.456
0.056
0.424
8.176
Scoresc3
0.135
0.032
0.254
4.209
Sig.
8.141
Table 20: Attitude toward the Brand of the Ranbir Kapoor Advertisement
B
1
Standardized
Coefficients
Beta
Model
12.363
Std Error
1.519
Scoreph1
0.115
0.061
0.117
1.876
0.062
Scoresc1
0.136
0.032
0.275
4.313
Ad1congr#1
0.189
0.164
0.062
1.152
0.25
Ad1congr#2
0.254
0.071
0.232
3.552
Standardized
Coefficients
Beta
Sig.
3.836
(Constant)
Table 21:. Attitude toward the Brand of the Katrina Kaif Advertisement
Model
B
1
10.289
Std Error
2.682
Scoreph2
0.363
0.072
0.3
5.064
Scoresc2
0.096
0.042
0.127
2.311
0.022
Ad2congr#1
-0.018
0.292
-0.003
-0.062
0.951
Ad2congr#2
0.153
0.072
0.125
2.112
0.036
Standardized
Coefficients
Beta
Sig.
5.339
(Constant)
Table 22:. Attitude toward the Brand of the Sachin Tendulkar Parker
Model
B
1
(Constant)
12.321
Std Error
2.308
Ad3congr#1
-0.012
0.302
-0.002
-0.041
0.967
Ad3congr#2
0.315
0.055
0.345
5.738
Scoreph3
0.152
0.064
0.142
2.384
0.018
Scoresc3
0.103
0.037
0.195
2.814
0.005
59
Conclusions
Overall having a celebrity endorser generated
higher purchase intentions and positive attitudes
toward the ad and the brand. However, the celebrity
itself should be taken into consideration. Picking
the right celebrity is important because how
popular they are in society or the media will
ultimately affect how people will view them in the
advertisement. Celebrity endorsers are an affective
way of advertising a brand, however, the variables
examined in the study should be considered.
well. Apparel companies should explore how

having multiple celebrities in one advertisement
compares with the same apparel company using
one celebrity campaign after another. For example
Pepsi has used Shahrukh Khan, Mahendrasinh
Dhoni, and Pepsi in consecutive advertisement
campaigns. Lastly, measuring how a celebrity that
has lost their popularity, while still under contract,
would be beneficial when selecting what type
celebrity to use in an advertising campaign.
References:
Impact for Retailers and Advertisers

This study can be very beneficial to retailers and
advertisers that use celebrities in their
advertisements. All three companies used in this
research would benefit learning about how
consumers view their advertisements when
celebrities are used. Some retailers have already
found that celebrities are key to increasing their
sales. For example, Pepsi has successfully
transitioned from one celebrity to another without
loosing popularity or sales volume. Whether it is
the fact that Pepsi is so popular among celebrities
or that those celebrities appear in their
advertisements, attitudes and purchase intentions
for this brand seem to be quite favorable. Learning
how to pick the right celebrity would also benefit
retailers and advertisers. This study found that the
celebrity itself plays a big role in how consumers
view not only the advertisement, but also the brand.
The celebrity also plays a big role with consumers
and their intent to purchase these brands. Increasing
sales volume and brand profitability are the
ultimate goals for retailers and the only way for
companies to survive. Using celebrities has already
shown that they help increase sales profits and are
also a unique way to get consumers attention. This
study showed how consumers really feel towards
these types of advertisements. While most were
positively viewed, each celebrity did generated
different scores. Advertisers and retailers need to
be aware of this occurrence.
Recommendations for Further Research
Further research on this topic should include
measuring a celebrity advertisement versus a noncelebrity advertisement within the same brand. This
would be important because it would show how
effective or ineffective celebrity endorsements are.
Research should also include measuring celebrities
before they are selected to appear in an ad. This can
help make the advertisement as effective as
possible. Measuring celebrities endorsing their own
brands should also be examined. In todays society
so many celebrities are involved in clothing lines,
jewellery lines, shoe lines, and perfume lines.
Measuring attitudes and purchase intentions toward
these types of endorsements would be beneficial
not only to their companies, but to their sales as
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Issue: Volume 2 Mar 2013; Link: icbr.net/0203.17