MAJOR RESEARCH PROJECT

On
IMPACT OF CELEBRITY ENDORSER ON CONSUMER PURCHASING
INTENTION

Submitted To:- Submitted By :-

Jiwaji University Kashish Gupta
Gwalior Purva Sharma

(MBA IV Semester)

2018-2020
Prestige Institute of Management
Opposite Deen Dayal Nagar, Airport Road, Gwalior
Ph.0751-2470724, Fax-0751-470516
Website: www.prestigegwl.org

DECLARATION

We , Kashish Gupta & Purva Sharma of MBA III Semester of Prestige Institute of Management
Gwalior, hereby declare that the Major Research Project report entitled on “Impact of celebrity
endorser in consumer purchasing intention” is submitted by me in the line of partial fulfillment
of course objectives for the Masters of Business Administration Degree.

I assure that this report is the result of my own efforts and that any other institute for the award of
any degree or diploma has not submitted it.

Date: Name of student

Place: Kashish Gupta

Purva Sharma
 CERTIFICATE

This is to certify that Kashish Gupta & Purva Sharma Student of MBA III of Prestige Institute of
Management Gwalior has successfully completed his/her Major Research Project Report. She has
prepared this report entitled “Impact of celebrity endorser in consumer purchasing intention”
under my direct supervision and guidance.

Dr. K.S Rathore

(Faculty Guide)
 ACKNOWLEDGEMENT

We, Kashish Gupta & Purva Sharma express my sincere gratitude to Dr. K.S Rathore giving me the
opportunity to work under his guidance on the report entitled Impact of celebrity endorser in
consumer purchasing intention

I am grateful to The Director of the institute Dr. S. S. Bhakar, MRP coordinator Prof. Abhay

Dubey Faculty Member and other friends for their valuable suggestions in the execution of report
preparation.

I am also thankful to other staff that guided and helped us very kindly at each and every step
whenever I required.

I also acknowledge & convey thanks to the library staff, computer department of PIMG for their
kind and valuable support.
 Kashish Gupta

Purva Sharma

TABLE OF CONTENTS

Chapter name Page. No.

1 Introduction

1.1 Conceptual Framework

1.2 Review of literature
1.3 Rationale
1.4 Objectives

2 RESEARCH METHODOLOGY
2.1 The study
2.2 The sample design
2.2.1 Population
2.2.2 Sample size
2.2.3 Sample element
2.2.4 Sampling technique
2.3 Tools to be used for Data collection
2.4 Tools to be used for Data Analysis

3. Interpretation and Analysis

4 .Findings

5. Suggestions

6. Conclusion..

7. CHAPTER SCHEME FOR MRP REPORT

References

Annexure

Chapter 1
Introduction
1. Introduction
The modern world of marketing communication has become colorful with advertisements, and it is
hard to get noticed. Advertising is an effective marketing tool available to marketers to create and
promote awareness for their products and to position their products differently among the minds of
their consumers. But every day consumer‘s are exposed to enormous advertisements of different
brand and every advertisement is highlighting the features of the respective products .So, it is very
difficult for the customers to make product choice. This is a serious issue for the companies to
convince consumers to buy their product.

In this age of intense competition, where capturing a position in the consumers’ mind space is
extremely tough, celebrity endorsements give an extra edge to the companies for holding the
viewers’ attention. Celebrities can catalyze brand acceptance and provide the enormous momentum
that brands require by endorsing the intrinsic value to the brand.

Marketers make use of celebrities to endorse their products in order to give their brand advantage
and edge over its other competitor. These celebrities need not to be necessarily an international
superstar, but they should be extremely familiar to their target audience

And from consumer’s perspective, they want to own that brand which enjoys a good reputation in
the market and then when it is involving a well known celebrity with that brand, it becomes all the
more alluring and consumers feel that by using such brands they will gain some status because
celebrity endorsed products satisfy this longing of enjoying a brand that comes with symbol of
status

The most important attribute for a celebrity endorser is the trustworthiness. The target audience
must trust that a celebrity carries a particular image and it must match with the product.

The second attribute in order of importance is likeability. The celebrity also must be accepted as a
popular icon by a large cross section of the audience.

Companies use celebrity endorser because they are considered to have stopping power, i.e., a
celebrity can be a very useful tool to draw attention to advertising messages in a cluttered media
environment
When a celebrity endorses a company, it tells the consumer that the company is reputable, has good
products or good customer service and is a sound company to deal with.
The purpose for this study is to investigate the customers’ attitude toward brand image and their
purchase intention towards celebrity’s advertised products.
1.1 Conceptual Framework

Definition

Celebrity endorsement
Friedman and Friedman (1979) said that "celebrity endorser is an individual who is
known by the public for his or her achievements in areas other than that of the product class
endorsed".
Laferty and Goldsmith (1999) find that Endorser credibility is one of the most frequently
used methods in advertising to influence consumers purchase intentions.
McCracken (1989), said that a celebrity endorser is “an individual who enjoys public
recognition and who uses this recognition on behalf of a consumer good by appearing with
it in an advertisement”.
According to Roll, he says that a celebrity endorser should possess the quality that a target
audience for that endorsed brand finds appealing.

Physical attractiveness
According to Erdogen (1999), he says that customers on seeing an endorser, who is
physically attractive, form favorable perception. The feature of attraction doesn’t mainly
include physical pleasant appearance, but it includes the lifestyle and also personality
dimension of the endorser.
Debence and Kernan (1984) the endorsers who are perceived as attractive can easily
influence the values of the customers.
Temple, (2009) explains that “Attractiveness has the power that can easily grab the
attention of viewers but it doesn’t just relate with the body but the entire physical traits
comes under the measure of attractiveness which includes, hair color, facial features,
height, weight, complexion, etc. and normally public figures have to be attractive to have an
influence on their audience and viewer
Source Credibility
 Kumar (2010) states that “Credibility of the celebrity (trust- worthiness and
expertise), attractiveness of the celebrity (similarity, familiarity, likeability), product
match-up with the
Celebrity and meaning transfer from celebrity towards the product “.
G. E. Belch & M. A. Belch ( 2008) said “Credibility is the extent to which the recipient
sees the source as having relevant knowledge, skills, or experience and trusts the source to
give unbiased, objective information”
Roll explains the term of credibility as the celebrity endorser’s perceived trustworthiness
and expertise. He quotes “as celebrity endorsement acts as external cue that enable
customers to see through the tremendous brand clutter in the market, the credibility factor
of the celebrity greatly influences the acceptance with customers”

Celebrity/brand Congruency
Erdogan (1999) concludes that celebrities are those people who have well known by the
large number of people. They have special uniqueness and features like magnetism, unusual
standard of living or special skills that are nor commonly experiential in common people.
That it can be said that in society they are different from the common people.
Silvera & Austad, (2004) states that “Famous ones are those who got appreciation from
the general public and posses some unique and appealing characteristics like, credibility or
attractiveness)”.
Friedman and Friedman, (1979) concludes that the title 'Big name' means a person who is
known by everyone very well, for example, showbiz stars, athletes, politicians, social
workers, etc.

Purchase intention
Dodds, et al (1991), Schiffman & Kanuk(2000) states that “Purchase intention can
measure the possibility of a consumer to buy a product, and the higher the purchase
intention is, the higher a consumer’s willingness is to buy a product”.
Perner (2009) described purchaser conduct as customer identifying their need then start
investigating for alternatives then selecting the appropriate one and then buy that product
use the product and then discard that and then on the basis of past experience decision to
repurchase the same or switch on other one will take place.
 Zeithaml (1988) Purchase intention indicates that consumers will follow their experience,
preference and external environment to collect information, evaluate alternatives, and make
purchase decision.

1.2 Review of Literature

Aradhana Pokharel and Binita Pradhan (2018) this study understands the consumers
buying behavior based on different factors like age, gender, income, occupation and many
other variables associated. Data are collected from both primary and secondary sources. For
the collection of primary data, a structured questionnaire is designed and distributed among
people. Researcher has used convenience sampling to choose the respondents for the
research. However foreigners are excluded from this study to avoid any confusion in
findings. The samples are the regular purchase of the FMCG products and also the ones
exposed regularly to celebrity endorsement advertisement. The secondary data are collected
from the sources such as online articles, journals, related research works and publications.
SPSS tools were used in this study for analyzing the findings of the study. The conclusion
of the study was that the celebrity endorsement as a marketing communication activity is
viewed in a positive light and its influence over the purchase intention of the consumers has
been effective. Because of the increasing competition in FMCG industry.

Dr.Danish Ahmed(August 2018) has explored the study of discern repercussions of public
fiigures’ advocacy on shoppers buying behavior and to identify whether factors such as,
Credibility (trustworthiness, expertise and attractiveness), Emotional Involvement, and
Meaning Transfer affect consumer buying behavior. Secondary sources used in this
research for data collection includes, Past literature, eBooks, e-Journals, e-Articles, etc.
correlation and regressions tools was used in this research. This research concluded that
credibility and emotional involvement separately are fewer winning factors for favorable
consumer buying behavior than if these factors comes in a combination with the factor
named as meaning transfer by celebrities as meaning transfer has more prominent influence
towards shoppers purchasing conduct according to study’s outcomes analysis.

Muhammad Amir Adam (April 2017) the study has explored the impact of celebrities
 have on the consumers buying intention in regards of credibility in terms of product fit
match between the product/brand and the celebrity, attractiveness of celebrities how does
celebrities transfer meaning to the products endorsed by them and to what extent does it
shape their buying intention and to judge the effectiveness of celebrity endorsement in
female segment in the field of cosmetics . The Secondary Source of data was used in the
research would be collected through information given in reports, newspaper, magazines,
articles and textbooks. Spss, Excel and spreadsheets tools would be used in this research.
The research suggests, consumers, in the field of cosmetics frame their purchase intention in
favor of those cosmetics which are endorsed by such celebrities who have some expertise in
that field and are considered to be trustworthy.

Humaira Mansoor Malik and Muhammad Mehtab Qureshi (2017) this study was explored to
discover and investigate the current state of consumer’s perception about celebrity endorsements
and to understand the effectiveness of celebrity endorsement. The purpose of this research is to
explore the impact of celebrity endorsement on consumer buying behavior, so the exploratory
research has been undertaken. In an exploratory research, the relationship between variables has
been established.Primary data has been collected by using a structured questionnaire. The data
was collected from the males and females enrolled in the department of Management sciences
and from some other high school and college students as well. This study also confirms the
significance of celebrity endorser’s use in advertisements as it positively impacts the consumer’s
purchase intentions.

Roshan Priyankara, Sudath Weerasiri, Ravindra Dissanayak and Manoj Jinadasa(2017) this
study was used to find out the consumers’ attitude towards “celebrity endorsed fragrances” and
“Premium branded fragrances” and too identify the effects of celebrity endorsed branding of
fragrances have on consumers purchasing behavior and also to examine life style behavior change
because of the perfume brands. Data was collected by using the questionnaire method . Collected
data were analyzed statistically by using the SPSS 20.0 version and descriptive methods were used
to analyze the gathered data and for the representation of the data various statistical figures i.e. bar
charts and scattered tables were created for the effectiveness of data presentation. This study
concludes that there were a relationship between the celebrity and the consumer buying intention
and it was also revealed that the likability to the celebrity used in the perfume brand highly
significant in the perfume buying intention.

Afsheen Khan And Samreen Lodhi (2016) This study explained the impact of celebrity
endorsement in the mind of customer that how a consumer perceive celebrity endorsed
advertisement and to explore the consumers’ perception towards face care products and celebrity
endorsements The research is based on primary data which is collected through the questionnaires
and secondary data is also taken from existing journals, articles and internet in forming
Questionnaire and for the authentication of face care brands and celebrities being endorsed in them.
The type of research is quantitative. Data is collected from the questionnaires through convenience
sampling which is consisted of close ended questions covering up the research questions of this
study. By this study it is concluded that celebrity endorsed advertisements have the influence on
their purchase decision.

Supreet Kaur and Ankit Garg (2016) the purpose of this study was to analyze the impact
of celebrity endorsements on buying behavior of the college students. And to find whether
products and services endorsed by celebrities enhances brand image of the product
endorsed. This study was based on descriptive research by taking the perception of college
students regarding celebrity endorsement and to analyze its impact over the purchase
intention of the students. The study has equal contribution of both primary and secondary
data. Secondary data was collected through data collection from the internet, from review
of existing literatures, newspapers, journals and magazines and research whereas primary
research was carried out with the help of a well-structured questionnaire and likert scales
were used for scaling the questions. Percentage method was used to analyze the data. This
study concluded that the celebrity endorsement enhances product information and creates
awareness among students and helps them to recall the brands of the endorsed products and
it was also revealed by this study that among the various media vehicles TV is the most
influencing media persuading consumers to buy the products.

Rizwan Raheem Ahmed ,Sumeet Kumar Seedani , Manoj Kumar Ahuja (2015) this
study explored to examine the impact of celebrity endorsement on buying behavior, analyze
the perception of students and professionals about the celebrity endorsement and to find out
the relationship between celebrity endorsement and customer buying behavior. This
research is quantitative and descriptive in nature. Both primary and secondary data sources
have been collected. The result of the study will be analyzed through quantitative,
regression, correlation and Frequency analysis. The data is processed through SPSS to get
the results. Results of this study shows that the celebrity endorsement has reasonable
impact on customers as per their attitude and buying intention. Physical attractiveness,
credibility and congruence of the celebrity with the reference to endorsed advertisement all
have impact on customer perception about the advertised product.

Ms. Anmol Randhawa1 (2014) Study the consumer perception on endorsement of

celebrities through advertisement, identify the influence of celebrity endorsement on
consumer buying behavior, consumer perception on celebrity endorsement of FMCG
Products and the impact of change in brand endorser on product image. The study was
based on both primary and secondary data. The data for the study will be compiled mainly
from the primary sources through a structured questionnaire, Percentage method is used to
analyze the Data. Celebrity endorsement enhances product information and creates
awareness among Consumers, helps them to recall the brands of the endorsed products.
Celebrity Endorsed Ads persuade customers to purchase products rather than non-celebrity
endorsed Ads, Comic character Ads, Executive Ads and Fiction Ads. A good number of
respondents believe that celebrities are not using those products which they themselves
endorse.

Shumaila Ahmed and Ayesha Ashfaq (2013) the purpose of this study was to determine
that the Brand image, persuasiveness and celebrity endorsement in the advertising are the
key factors, which raise the consumers’ intentions towards the product and buying
behaviors. The primary data of the study was collected through questionnaires and
secondary data was collected through internet, journals and business magazines. Spss tools
were used for the interpretation of the data. After this the study concluded that there was a
positive impact of all these factors, on the buying
behavior of the consumer proves the loyalty of consumer towards brand which helps them
in the promotion of the advertised product and changes the buying behavior towards
buying intentions.

Dr. Bimal Anjum ; Sukhwinder Kaur Dhanda ; Sumeet Nagra (2012) studied to
understand the reasons of adopting the celebrities in endorsing the product .their impact of
sales after roping in celebrities and also to measure the impact of advertisements endorsed
by celebrities. This study is based on primary data and secondary data. Five point Likert
scale has been used to know the customer‟s perception towards celebrity endorsed
advertisements. Secondary data has been collected from the websites of the selected brands
endorsed by celebrities. The analysis of the data has been done with factor analysis. This
Study concluded that the Consumer has seen the advertisements by celebrities as reliable,
knowledgeable and they have also affected and associated with celebrities and moreover
they feel that celebrities are able to influence the demand of the products. So in the end we
can say celebrititie endorsement has positive impact on company as well as brand and
customers.

Qurat-Ul-Ain Zafar and Mahira Rafique (2012) this paper aims at investigating the
impact of celebrity endorsements with respect to their physical attractiveness, source
credibility and congruence on customers brand perception and purchase intention. The data
was collected by using questionnaire to check the perception of customers toward the
celebrity advertisement. The questionnaire was designed to check the celebrity
attractiveness, trustworthiness and expertise and customer’s views about celebrity
advertisement, their purchase intention and brand perception. Data was analyzed by SPSS,
Factor Analysis was used to determine the relationship between the physical attractiveness
of the celebrity and its influence on the consumer’s intent to purchase the advertised
product, their attitude toward the advertisement, and their attitude toward the brand. . This
study concluded that the Physical attractiveness, credibility and congruence of celebrity
with reference to the endorsed advertisement all these have the impact on the customer’s
perception about the advertised product.

Ali Ahmed, Farhan Azmat Mir and Omer Farooq (2012) this study determines how
Celebrity Endorsement positively affect the buying intention of customers which
dimensions of celebrity endorsement account greater of casting major impact on buying
intention of customers. To check the validity of the data collected was collected from the
respondents and then tools were used to check the Reliability Analysis and Correlation
analysis. The study concluded that the celebrity endorsement in advertisement campaigns
have positively influences the buying intention of the customers.
Lalitha Balakrishnan and C.Shalini Kumar (2011) the author studied this to identify the
factors that motivate and affect the purchase attitude of consumers and to analyze factors
which influence the purchase attitude of consumers. Data collection comprises of primary
data and secondary data. The primary data has been collected through questionnaires and
secondary data from related journals and publications. The questionnaire was based on the
initial research model and propositions. Primary data were collected through questionnaire
survey. By studying this the result was concluded that the Celebrity endorsement enhances
product information and creates awareness among consumers. It helps them to recall the
brands of the durable products. The consumers of durable products have their motivational
sources from need and product utility. The study revealed that the celebrity’s convincing
endorsement motivates them to materialize the purchase of durables.
Amanda Spry and Ravi Pappu (2009) the purpose of this research aims to examine the
impact of celebrity credibility on consumer-based equity of the endorsed brand. Data were
collected by using a mall-intercept approach at a shopping centre from a sample of
consumers in a metropolitan city. The data were analysed by using structural equation
modelling. The conceptual framework was tested using a field experiment. The
questionnaire included questions which were related to the credibility of the celebrity
endorser and the credibility and consumer-based equity for the endorsed brand. The results
indicate that there were a direct and positive relationship between endorser credibility and
brand credibility.
Mehdi Zahaf and James Anderson (2008) this study was used to determine the possible
relationship between the celebrity endorser and the attributes that lead to willingness to buy
a particular product. Data was collected from the students who were the full-time students
of different universities and colleges and from those who were interested for buying of that
particular product. After applying the various types of test i.e. regression and T-test the
result was concluded that the effectiveness of the celebrity endorser on willingness to buy,
did not exist. This is interesting, because the study confirmed that credibility of the
 commercial and endorser increases willingness for buying the particular product.

1.3 Rational

Now a day’s lots of advertisements are endorsed by the celebrities. They are also endorsing
multibrands. It has created a lot of confusion in the mind of the consumers regarding the
purchase of the product. Celebrity endorsement based on the factors like, celebrity
credibility (trustworthiness, attractiveness). So, there is a need to study the impact of
celebrities‟ endorsers on the purchasing intention of consumers. This study will also help to
know whether celebrities‟ endorsers are able to influence the purchasing intention of the
customers or not.

1.4 Proposed Model

Physical Attractiveness

Source Credibility Purchase Intention

Celebrity/Brand Congruency
1.5 Objectives of the Study
1) To identify the impact of celebrity Physical attractiveness as independent variable on
consumer purchase intention
2) To identify the impact of celebrity Source credibility as independent variable on the
consumers purchase intention.
3) To identify the impact of celebrity congruency as independent variable on consumer
purchase intention.
4) To open new areas of future research.
 Chapter 2
Research
Methodology

2. RESEARCH METHODOLOGY

2.1 The Study: The study was causal in nature.

2.2 Sample Design

2.21 Population: Population includes college students who belong to Gwalior district.
 2.2.2 Sample Size: Sample size was 200 respondents.

2.2.3 Sample Element: PG & UG students

2.2.4 Sampling Technique: Purposive sampling technique is used to collect the data.

2.3Tools to be used for Data collection:

Standardized questionnaire will be used for the collecting response from the various respondents
to evaluate the impact of physical attractiveness, source credibility, Celebrity/brand Congruency on
purchase intention. This questionnaire was designed on a Likert scale of 5 points where 1 stands for
strongly disagree and 5 stands for strongly agree to collect quantitative data.

2.4 Tools to be used for Data Analysis

 Reliability test was applied to check the reliability of questionnaire.

 Test of Normality
 Factor analysis
 Regression

3. Interpretation and analysis

Reliability

Reliability coefficient was applied by using PASW 18 software on questionnaire of Customer

Physical Attractiveness, Source Credibility, Brand Congruency and Purchase Intention towards
advertised products. The reliability test values of all questionnaires are given below:
S.no Variable name Cronbach’s Alpha No. of Items
1 Physical .876 9
Attrativeness
2 Source Credibility .874 5
3 Brand Conguency .872 5
4 Purchase Intention .904 13

The reliability value from the above table indicated that the reliability coefficient Cronbach’s alpha
 value is more than 0.5 for all the questionnaire of the study indicating that the reliability of the
questionnaire was high and it is suitable for the study.

Factor Analysis

Fact Eige %
n Factor
or Item Converged
value of Load
nam
Varian
e
ce
4.558 50.646 Reliable or Unreliable .861

Honest or Dishonest .816

Trustw Trustworthy or untrustworthy .786
orthine
ss Sincere or insincere .729
Dependable or Undependable .628

1.407 15.629 Attractive or unattractive .810

Attract Classy or not classy .805

ivenes
Beautiful or ugly .780
s

.776
Elegant or Plain
 S 3.332 66.637 .846
o Expert not an expert.
u
r
c
e

C
r
e
d
i
b
i
l
i
t
y
3.353 67.056 Do you think this brand is a good fit for this celebrity to endorse? .850
Brand
Congr How believable is this celebrity endorsing this brand? .843
uence

6.918 53.218 . .897

A These ads represent a true picture of the product advertised
d
v . These ads tell me what other people like me to buy and use .850
e These ads are better than Non-celebrity commercials
.802
r
t
i
s
e
P 1.354 10.419 These ads inform me about what is available in the marketplace .770
u These ads show me which features of the products are important .673
r
c
h
a
s
e

B
e
h
a
v
i
 o
r

Description of Factors

1. Trustworthiness: This emerged as the most important factor affecting the purchasing decision
of customer, it had Eigen value of 4.558 and the total variance explained was 50.646. It was
composed of “Reliable or Unreliable” (.861), “, Honest or Dishonest”(.816), “Trustworthy or
untrustworthy”(.786), “Sincere or insincere,”(.729), “Dependable or Undependable(.628).
2. Attractiveness: This emerged as the most important factor affecting the purchasing decision of
customer, it had Eigen value of 1.407 and the total variance explained was 15.629 it was
composed of “Attractive or unattractive”(.810), “Classy or not classy”(.805), “Beautiful or
ugly”(.780), “Elegant or Plain”,(.776).
3. Source Credibility: This emerged as the most important factor affecting the purchasing
decision of customer, it had Eigen value of 3.332 and the total variance explained was 66.637.
it was composed of “Expert not an expert”(.846).
4. Brand Congruence: This emerged as the most important factor affecting the purchasing
decision of customer, it had Eigen value of 3.353 and the total variance explained was 67.056
it was composed of “Do you think this brand is a good fit for this celebrity to endorse?” (.850),
“How believable is this Celebrity endorsing this brand?” (.843).
5. Advertisement: This emerged as the most important factor affecting the purchasing decision of
customer, it had Eigen value of 6.918 and the total variance explained was 53.218 it was
composed of “These ads represent a true picture of the product advertised” (.897), “These ads
tell me what other people like me to buy and use “(.850), “These ads are better than Non-
Celebrity Commercial” (.802).
6. Purchase Behavior: This emerged as the most important factor affecting the purchasing
decision of customer, it had Eigen value of 1.354 and the total variance explained was 10.419,
it was composed of “These ads inform me about what is available in the market” (.770),”
These ads show me which features of the products are important” (.673).
Hypothesis
H01: There is no impact of Physical attractiveness on consumer purchase intention towards advertised
brand.
H1: There is a impact of Physical attractiveness on consumer purchase intention towards advertised
brand.

H02: There is no impact of Source credibility on consumer purchase intention towards advertised
brand.
H1: There is a impact of Source credibility on consumer purchase intention towards advertised
brand.

H03: There is no impact of Celebrity congruency of endorser on consumer purchase intention towards
advertised brand.
H1: There is a impact of Celebrity congruency of endorser on consumer purchase intention towards
advertised brand.

H04: There is no impact of Physical attractiveness, Source credibility and Celebrity congruency of
endorser on consumer purchase intention towards advertised brand.
H1: There is a impact of Physical attractiveness, Source credibility and Celebrity congruency of
endorser on consumer purchase intention towards advertised brand.

Regression

H01: There is no impact of Physical attractiveness on consumer purchase intention towards

advertised brand.

Linear regression was applied between Physical attractiveness and consumer Purchase Intention. Here,
Physical attractiveness was taken as independent variable and Consumer Purchase Intention was taken
as dependent variable.
 Model Summaryb
Model Adjusted R Std. Error of
R R Square Square the Estimate Durbin-Watson
dim 1 .683a .467 .464 7.013 2.083
ensi
on0
a. Predictors: (Constant), physical attractiveness
b. Dependent Variable: purchase intention

The model summary table indicated the value of R Square which was found to be 0.467 indicating that
Physical attractiveness as independent variable explained 46.7% variance on consumer Purchase
Intention towards advertised brand.

ANOVAb
Model Sum of
Squares df Mean Square F Sig.
1 Regression 8519.932 1 8519.932 173.219 .000a
Residual 9738.788 198 49.186
Total 18258.720 199
a. Predictors: (Constant), physical attractiveness
b. Dependent Variable: purchase intention

ANOVA table indicate that model having Physical attractiveness as independent variable and
consumer Purchase Intention as dependent variable was having a good fit checked through F-test value
from table which was 173.219 significant at 0.000 level of significance. Here null hypothesis i.e. ‘
There is no impact of Physical Attractiveness on consumer Purchase Intention towards advertised
brand’s is rejected.
 Coefficientsa
Model Unstandardized Standardized Collinearity
Coefficients Coefficients Statistics
B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 8.811 3.100 2.843 .005
physicalattractivene 1.084 .082 .683 13.161 .000 1.000 1.000
ss
a. Dependent Variable: purchase intention
Y=a+bx

Here, y= Dependent variable, b= Independent variable, a= Constant, x= Error.

Y= 8.811+1.084(.082)

Coefficient table indicated that Physical attractiveness was found to be significant effect on consumer
Purchase Intention having β value of 0.683 tested through t test value 13.161 significant at 0.000 level of
significance. Therefore the null hypothesis H01 was rejected.

Hence there is strong impact of Physical attractiveness on Consumer Purchase Intention towards advertised
brand.

H02: There is no impact of Source credibility on consumer purchase intention towards advertised
brand.

Linear regression was applied between Source credibility and consumer Purchase Intention. Here, Source
credibility was taken as independent variable and Consumer Purchase Intention was taken as dependent
variable

Model Summaryb
Model Adjusted R Std. Error of Durbin-
R R Square Square the Estimate Watson
a
dim 1 .219 .048 .043 9.370 1.935
ensi
on0
a. Predictors: (Constant), source credibility
b. Dependent Variable: purchase intention

The model summary table indicated the value of R Square which was found to be 0.048 indicating that
Source credibility as independent variable explained 4.8% variance on consumer Purchase Intention
 towards advertised brand.

ANOVAb
Model Sum of
Squares df Mean Square F Sig.
1 Regression 876.124 1 876.124 9.980 .002a
Residual 17382.596 198 87.791
Total 18258.720 199
a. Predictors: (Constant), source credibility
b. Dependent Variable: purchase intention

ANOVA table indicate that model having Source credibility as independent variable and consumer
Purchase Intention as dependent variable was having a good fit checked through F-test value from
table which was 9.980 significant at 0.002 level of significance. Here null hypothesis i.e. ‘ There is no
impact of Source credibility on consumer Purchase Intention towards advertised brand’s is rejected.

Coefficientsa
Model Standardized Collinearity
Unstandardized Coefficients Coefficients Statistics
B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 39.314 3.162 12.435 .000
sourcecred .475 .150 .219 3.159 .002 1.000 1.00
ibility 0
a. Dependent Variable: purchase intention

Y=a+bx

Here, y= Dependent variable, b= Independent variable, a= Constant, x= Error.

Y= 39.314+.475(.150)

Coefficient table indicated that Physical attractiveness was found to be significant effect on
consumer
Purchase Intention having β value of 0.683 tested through t test value 12.435 significant at 0.000
level
of significance. Therefore the null hypothesis H02 was rejected.

Hence there is an impact of Source credibility on Consumer Purchase Intention towards advertised brand.
H03: There is no impact of Celebrity congruency of endorser on consumer purchase intention
towards advertised brand.
.

Linear regression was applied between Celebrity congruency and consumer Purchase Intention. Here,
Celebrity congruency was taken as independent variable and Consumer Purchase Intention was taken as
dependent variable.

Model Summaryb
Model Adjusted R Std. Error of Durbin-
R R Square Square the Estimate Watson
dime 1 .757a .572 .570 6.279 1.973
nsio
n0
a. Predictors: (Constant), brand congruency
b.Dependent Variable: purchase intention

The model summary table indicated the value of R Square which was found to be 0.572 indicating that
Source credibility as independent variable explained 57.2% variance on consumer Purchase Intention
towards advertised brand.

ANOVAb

Model Sum of
Squares df Mean Square F Sig.
1 Regression 10452.161 1 10452.161 265.101 .000a
Residual 7806.559 198 39.427
Total 18258.720 199
a. Predictors: (Constant), brand congruency
b. Dependent Variable: purchase intention

ANOVA table indicate that model having Celebrity congruency as independent variable and consumer
Purchase Intention as dependent variable was having a good fit checked through F-test value from
table which was 265.101 significant at 0.000 level of significance. Here null hypothesis i.e. ‘There is
no impact of Celebrity congruency on consumer Purchase Intention towards advertised brand’s is
rejected.
 Coefficientsa

Model Unstandardized Standardized Collinearity

Coefficients Coefficients Statistics
B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 15.405 2.115 7.282 .000
brandcongruenc 1.692 .104 .757 16.282 .000 1.000 1.000
y
a. Dependent Variable: purchase intention
Y=a+bx

Here, y= Dependent variable, b= Independent variable, a= Constant, x= Error.

Y= 15.405+1.692(.104)

Coefficient table indicated that Celebrity congruency was found to be significant effect on
consumer
Purchase Intention having β value of 0.683 tested through t test value 7.2828 significant at 0.000
level
of significance. Therefore the null hypothesis H03 was rejected.

Hence there is an impact of Celebrity congruency on Consumer Purchase Intention towards advertised
brand.

H04: There is no impact of Physical attractiveness, Source credibility and Celebrity congruency of
endorser on consumer purchase intention towards advertised brand

Multiple regression tests were applied to establish of Physical attractiveness, Source credibility and
Celebrity congruency of endorser as independent variables and consumer purchase intention towards
advertised brand as dependent variable.
 Model Summaryb
Model Adjusted R Std. Error of Durbin-
R R Square Square the Estimate Watson
a
di 1 .806 .650 .645 5.710 2.024
me
nsi
on
0
a. Predictors: (Constant), celebrity congruency, physical attractiveness, source
credibility
b. Dependent Variable: purchase intention

The model summary table indicated the value of R Square which was found to be 0.650 indicating that
Physical attractiveness, Source credibility and Celebrity congruency of endorser as independent
variable explained 65% variance on consumer Purchase Intention towards advertised brand.

ANOVAb

Model Sum of
Squares df Mean Square F Sig.
1 Regression 11867.861 3 3955.954 121.324 .000a
Residual 6390.859 196 32.606
Total 18258.720 199
a. Predictors: (Constant), celebrity congruency, physical attractiveness, source
credibility
b. Dependent Variable: purchase intention

ANOVA table indicate that model having Physical attractiveness, Source credibility and Celebrity
congruency of endorser as independent variable and consumer Purchase Intention as dependent variable
was having a good fit checked through F-test value from table which was 121.324 significant at 0.000
level of significance. The result of F-test clearly indicated that current model is highly fit.
 Coefficientsa

Model Unstandardized Standardized Collinearity

Coefficients Coefficients Statistics
B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 5.759 2.550 2.259 .025
physicalattractivene .293 .104 .185 2.829 .005 .419 2.388
ss
sourcecredibility .674 .160 .286 4.211 .000 .388 2.579
celebritycongruency .938 .149 .419 6.307 .000 .404 2.474
a. Dependent Variable: purchase intention

Coefficient table indicated that Celebrity congruency and Source credibility were found to be
significant effect on consumer Purchase Intention having β value of 0419 and 0.286 tested through t
test value 6.307 and 4.211 significant at 0.000 and 0.000 level of significance. Therefore, there is
positive significant effect of Celebrity congruency and Source credibility on consumer Purchase
Intention towards advertised brand.

On the other hand, Physical attractiveness having a significant effect on consumer Purchase Intention
having β value of .185 tested through t-test values 2.829 significant at 0.005 level of significance.
Therefore, there is a significant effect of Physical attractiveness on consumer Purchase Intention
towards advertised brand.

3. Findings
SUGGESTION AND IMPLICATIONS
Suggestion

 To the Student
1. Research Scholars can use the results of this study for supporting the results of their
studies with similar variable and relationship.
2. Students can use the reference for understanding the topic in detail and for doing
further studies in this area.
3. The students can use the questionnaires developed in this study for their researches
in the similar area.
4. Students can learn the concept of, Physical attractiveness, source credibility,
 celebrity/ Brand Congruency and purchase intention through this research.
5. Students can work upon these variables to improve the purchase intention of
customers.

To the academics
1. This study will be useful to find the impact of Physical attractiveness, source
credibility, and celebrity/Brand Congruency on purchase intention on the advertised
brand.

2. The study can be useful for academicians so that they can concentrate on the factor,
which can increase customer purchase intention on the advertised brand.

3. This study will be beneficial for further research in similar area.

1. The study has been done on the population includes college students who belong to Gwalior
district only and we have taken a sample size of 200 respondents. Therefore, it is suggested
to take bigger sample size in order to obtain more accurate results.
2. The study measured the impact of physical attractiveness, Source credibility, and
Celebrity/Brand congruency on Purchase Intention. It can be evaluated on other dependent
variables also. The study can also be incorporating the mediating effect of variables on
dependent variable.
4.SUMMARY
.

1. The study has been divided into sixth chapters; the first chapter of the study is Introduction,
which divided into four subparts Conceptual framework, Review of literature, Rationale
and Objectives. In conceptual framework, all the definitions and introduction about the
topic and its variables are written. In review of literature, all research related to the study is
written which is done previously. Rationale helps to understand the need and importance of
the study. Then, the next part is Objectives which includes all the objectives of this
research work.

2. Second chapter is Research methodology, which includes the framework in which the
research is being conducted. This part included the nature of the research population,
sample design, tools used for data collection and tools used for data evaluation.
3. Third chapter is Results and Discussions which included the results of different tests.
 Different tests were applied on the data which was collected through questionnaire such as
Item to total correlation which identifies the internal consistency of the questionnaire,
reliability was applied to check the reliability of the questionnaire, and factor analysis was
applied to find out the underlying factors of the questionnaire. Linear regression test was
applied to find the cause and effect relationship between independent variable and
dependent i.e. Physical attractiveness, Source credibility and Celebrity/Brand congruency
and purchase intention. Multiple regressions were applied to find the impact of
independent variables i.e. Physical attractiveness, Source credibility, Celebrity/Brand
congruency on dependent variable i.e. purchase intention
4. Fourth chapter of study is Implications and Suggestions. The implication part includes the
applicability part of the study and suggestions include suggestion regarding further
improvements in the study that can be made to improve the study further. Fifth chapter
includes the Summary of report and sixth chapter includes the Conclusions and in the end
References and Annexure

5 Conclusion

Questionnaires were developed to measure the impact of Physical attractiveness, Source credibility
and Celebrity/Brand congruence, on purchase intention with references to advertised product and
standardized by using, reliability and factor analysis. Factor analysis was applied in which Physical
attractiveness, Source credibility, Celebrity/Brand congruency and purchase intention converged into
single factor. Linear regression test was applied to check the individual relationship between
Physical attractiveness, Source credibility, Celebrity/Brand congruency and purchase intention,
purchase intention taking one as independent variables and other as dependent variable. Multiple
regression tests were applied to measure the cause and effect relationship between Physical
attractiveness, Source credibility, Celebrity/Brand congruency, taken as independent variables and
purchase intention as dependent variable. The results indicate significant effect of Physical
attractiveness, Source credibility, Celebrity/Brand congruency on purchase intention, Physical
attractiveness on purchase intention, Source credibility on purchase intention, celebrity brand
congruency on purchase intention. Though, result of multiple regression analysis indicates
significant effect of Physical attractiveness, Source credibility and Celebrity/Brand congruency
There is no impact of Physical attractiveness on consumer purchase intention towards advertised
brand. Normality test was applied to determine if a data set is well modeled by normal distribution
 REFRENCES

Ahmed, A., Mir, F. A., & Farooq, O. (2012). Effect of celebrity endorsement on customers'
buying behavior: A perspective from Pakistan. Interdisciplinary Journal of Contemporary
Research in Business, 4(5), 584-592.
Ahmed, R., Seedani, S., Ahuja, M., & Paryani, S. (2015). Impact of celebrity endorsement
on consumer buying behavior. Available at SSRN 2666148.

Ahmed, S., & Ashfaq, A. (2013). Impact of Advertising on Consumers’ buying behavior
through Persuasiveness, Brand Image, and Celebrity endorsement. Global Media Journal,
6(2), 149.

Anjum, B., Dhanda, S. K., & Nagra, S. (2012). Impact of celebrity endorsed
advertisements on consumers. Asia Pacific Journal of Marketing & Management Review,
1(2), 22-33.

Balakrishnan, L., & Kumar, C. S. (2011). Effect of Celebrity Based Advertisements on the
Purchase Attitude of Consumers towards Durable Products (A study with reference to the
city of Chennai). World Review of Business Research, 1(2), 98-112.

Kaur, S., & Garg, A. (2016). Celebrity endorsement and buying behavior: a study of
Panjab University Students. International Journal of Research, 4, 2394-3629.

Khalid, M., Siddiqui, D., & Ahmed, D. (2018). Impact of celebrity endorsement on
consumer buying behavior towards beauty soap in Karachi city.

Khan, A., & Lodhi, S. (2016). Influence of celebrity endorsement on consumer purchase
decision: a case of Karachi. Imperial Journal of Interdisciplinary Research, 2(1), 102-111.

Malik, G., & Guptha, A. (2014). Impact of celebrity endorsements and brand mascots on
consumer buying behavior. Journal of Global Marketing, 27(2), 128-143.
Malik, H. M., & Qureshi, M. M. (2016). The Impact of Celebrity Endorsement on
Consumer Buying Behavior. Journal of Marketing and Consumer Research Journal, 26.

Pokharel, A., & Pradhan, B. (2017). Influence of Celebrity Endorsement on Consumers’

Buying Behavior of Fast-Moving Consumer Goods in Kathmandu. Journal of Business and
Social Sciences Research, 2(1-2), 1-14.

Priyankara, R., Weerasiri, S., Dissanayaka, R., & Jinadasa, M. (2017). Celebrity
endorsement and consumer buying intention with relation to the Television advertisement
for perfumes. Management, 5(2), 128-148.

Rafique, M., & Zafar, Q. U. A. (2012). Impact of celebrity advertisement on customers’

brand perception and purchase intention. Asian Journal of Business and Management
Sciences, 1(11), 53-67.

Randhawa, A., & Khan, J. A. (2014). Impact of Celebrity Endorsement on Consumer

Buying Behaviour”. International journal of business management, 1(2), 170-188.
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility
and brand equity. European journal of marketing.

Zahaf, M., & Anderson, J. (2008). Causality effects between celebrity endorsement and the
intentions to buy. Innovative marketing, 4(4), 57-65.

ANNEXURE
QUESTIONNAIRE

 Name:
 Gender:
 Marital Status
 Income:
 Age
  Qualification
Scale: 5‐ Strongly Agree 4‐ Agree 3‐Uncertain 2‐Disagree 1‐ Strongly Disagree

S. No Questions Response

SECTION A:- PHYSICAL 1 2 3 4 5

ATTRACTIVENESS
1 unattractive - attractive

2 not classy-classy

3 ugly-beautiful

4 plain-elegant

5 undependable-dependable

6 dishonest-honest

7 unreliable-reliable

8 insincere-sincere

9 untrustworthy-trustworthy

SECTION B:- SOURCE CREDIBILITY

1 not an expert-expert

2 inexperienced-experienced

3 unknowledgable-knowledgeable

4 unqualified-qualified

5 unskilled-skilled

SECTION C:- CELEBRITY CONGRUENCY

 1 How familiar are you with the celebrity who
appeared in the ad?

2 How congruent is the image of the celebrity

with the brand they are endorsing?

3 .Do you think this brand is a good fit for this

celebrity to endorse?

4 .How believable is this celebrity endorsing this

brand?

5 Do you believe this celebrity would use this

product?

SECTION D:- PURCHASE INTENTION

1 How likely you are to purchase this product?

2 How likely are you to try product if seen in a

store?

3 How likely are you to actively seek out this

product in a store

4 These ads are misleading

5 These ads are entertaining

6 These ads are persuasive

7 These ads taught me about fashion and what to buy

to impress others

8 These ads tell me what other people like me to buy

and use

9 These ads show me which features of the products

are important

10 These ads represents a true picture of the product

advertised
11 These ads reflects something I would use

12 These ads are better than Non-celebrity commercials

13 These ads inform me about what is available in the

marketplace

Reliability

Scale: ALL VARIABLES

Case Processing
Summary
N %
Cases Valid 200 100.0
Excludeda 0 .0
Total 200 100.0

Reliability Statistics
Cronbach's
Alpha N of Items
.968 32

Factor Analysis
Table 1

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling .868
Adequacy.
Bartlett's Test of Approx. Chi-Square 847.049
Sphericity df 36
Sig. .000
 Total Variance Explained
Com Extraction Sums of
pone Initial Eigenvalues Squared Loadings Rotation Sums of Squared Loadings
nt % of % of
% of Cumulative Varianc Cumulati Varianc
Total Variance % Total e ve % Total e Cumulative %
1 4.558 50.646 50.646 4.558 50.646 50.646 3.148 34.974 34.97
d
4
i
m2 1.407 15.629 66.274 1.407 15.629 66.274 2.817 31.300 66.274
e3 .641 7.121 73.395
n4 .603 6.698 80.094
s5 .455 5.052 85.146
i6 .423 4.702 89.848
o7 .351 3.899 93.747
n8 .317 3.518 97.266
0
9 .246 2.734 100.000
Extraction Method: Principal Component Analysis.

Rotated Component Matrixa

Component
1 2
unreable .861
dishonest .816
untrustworthy .786
insincere .729
undepandable .628
unattractive .810
notclassy .805
ugly .780
plain .776
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.

Table 2
 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling .860
Adequacy.
Bartlett's Test of Approx. Chi-Square 469.043
Sphericity df 10
Sig. .000

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings
% of Cumulative % of Cumulative
Total Variance % Total Variance %
1 3.332 66.637 66.637 3.332 66.637 66.637
dim 2 .505 10.108 76.744
ensi 3 .493 9.859 86.604
on0 4 .373 7.459 94.062
5 .297 5.938 100.000
Extraction Method: Principal Component Analysis.
 R
ot
at
ed
C
o
m
po
ne
nt
M
at
ri
xa

a. Only
one
compone
nt was
extracted.
The
solution
cannot be
rotated.

Table 3
 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling .849
Adequacy.
Bartlett's Test of Approx. Chi-Square 487.785
Sphericity df 10
Sig. .000

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings
% of Cumulative % of Cumulative
Total Variance % Total Variance %
1 3.353 67.056 67.056 3.353 67.056 67.056
dim 2 .573 11.463 78.519
ensi 3 .444 8.874 87.393
on0 4 .352 7.040 94.432
5 .278 5.568 100.000
Extraction Method: Principal Component Analysis.

Rotated
Compon
ent
Matrixa

a. Only
one
compone
nt was
extracted
. The
solution
cannot
be
rotated.
Table 4
 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling .926
Adequacy.
Bartlett's Test of Approx. Chi-Square 1594.601
Sphericity df 78
Sig. .000

Total Variance Explained

Compon Extraction Sums of Squared Rotation Sums of Squared
ent Initial Eigenvalues Loadings Loadings
Tota % of Cumulati % of Cumulative % of Cumulative
l Variance ve % Total Variance % Total Variance %
d1 6.918 53.218 53.218 6.918 53.218 53.218 5.774 44.418 44.418
i
2 1.354 10.419 63.637 1.354 10.419 63.637 2.499 19.220 63.637
m
e3 .967 7.435 71.072
n
s4 .628 4.829 75.901
i5 .515 3.961 79.862
o
n6 .486 3.738 83.600
0
7 .426 3.276 86.876

8 .405 3.118 89.995

9 .321 2.470 92.465

10 .292 2.248 94.713

11 .262 2.018 96.730

12 .243 1.870 98.601

13 .182 1.399 100.00

0
Extraction Method: Principal Component Analysis.

Rotated Component Matrixa

Component
1 2
VAR0001 .897
0
VAR0000 .850
8
VAR0001 .802
2
VAR0000 .759
3
VAR0000 .746
7
VAR0000 .713
6
VAR0001 .713
1
VAR0000 .691
2
VAR0000 .598 .508
1
VAR0001 .770
3
VAR0000 .673
9
VAR0000 -.604
4
VAR0000 .580
5
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax
with Kaiser Normalization.
a. Rotation converged in 3
iterations.

EXPLORE

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

gender 200 99.5% 1 .5% 201 100.0%

marialstatus 200 99.5% 1 .5% 201 100.0%
income 200 99.5% 1 .5% 201 100.0%
age 200 99.5% 1 .5% 201 100.0%
qualification 200 99.5% 1 .5% 201 100.0%

Tests of Normality

Tests of Normalityb

Kolmogorov-Smirnova Shapiro-Wilk

Statistic df Sig. Statistic df Sig.

gender .341 200 .000 .636 200 .000

marialstatus .541 200 .000 .194 200 .000
income .497 200 .000 .400 200 .000
qualification .437 200 .000 .623 200 .000

a. Lilliefors Significance Correction

b. age is constant. It has been omitted.
Normal Q-Q Plots
 REGRESSION

Variables Entered/Removedb
Model Variables
Variables Entered Removed Method
dime 1 physicalattractive . Enter
nsion nessa
0
a. All requested variables entered.
b. Dependent Variable: purchaseintention
 Model Summaryb
Model Std. Error of the
R R Square Adjusted R Square Estimate Durbin-Watson
a
dime 1 .683 .467 .464 7.013 2.083
nsion
0
a. Predictors: (Constant), physicalattractiveness
b. Dependent Variable: purchaseintention

Model Sum of
Squares df Mean Square F Sig.
1 Regression 8519.932 1 8519.932 173.219 .000a
Residual 9738.788 198 49.186
Total 18258.720 199
a. Predictors: (Constant), physicalattractiveness
b. Dependent Variable: purchaseintention

Coefficientsa
Model Unstandardized Standardized Collinearity
Coefficients Coefficients Statistics
B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 8.811 3.100 2.843 .005
physicalattractivene 1.084 .082 .683 13.161 .000 1.000 1.000
ss
a. Dependent Variable: purchaseintention
 Residuals Statisticsa
Minimu Maximu Std.
m m Mean Deviation N
Predicted Value 28.33 57.61 49.08 6.543 200
Residual -33.440 20.488 .000 6.996 200
Std. Predicted -3.171 1.303 .000 1.000 200
Value
Std. Residual -4.768 2.921 .000 .997 200
a. Dependent Variable: purchaseintention

Charts
 REGRESSION

Variables Entered/Removedb

Model Variables Variables

Entered Removed Method
a
dimension0
1 sourcecredibility . Enter

a. All requested variables entered.

b. Dependent Variable: purchaseintention

Model Summaryb

Model Std. Error of the

R R Square Adjusted R Square Estimate Durbin-Watson
a
1 .219 .048 .043 9.370 1.935

dimension0

a. Predictors: (Constant), sourcecredibility

b. Dependent Variable: purchaseintention
 ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 876.124 1 876.124 9.980 .002a

Residual 17382.596 198 87.791

Total 18258.720 199

a. Predictors: (Constant), sourcecredibility

b. Dependent Variable: purchaseintention

Coefficientsa

Model Standardized
Unstandardized Coefficients Coefficients Collinearity Statistics

B Std. Error Beta t Sig. Tolerance VIF

1 (Constant) 39.314 3.162 12.435 .000

sourcecredibility .475 .150 .219 3.159 .002 1.000 1.000

a. Dependent Variable: purchaseintention

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 41.69 60.68 49.08 2.098 200

Residual -29.287 20.462 .000 9.346 200
Std. Predicted Value -3.523 5.530 .000 1.000 200
Std. Residual -3.126 2.184 .000 .997 200

a. Dependent Variable: purchaseintention

CHARTS
 REGRSSION

Variables Entered/Removedb

Model Variables Variables

Entered Removed Method

1 brandcongruenc . Enter
ya
dimension0

a. All requested variables entered.

b. Dependent Variable: purchaseintention

Model Summaryb

Model Adjusted R Std. Error of the

R R Square Square Estimate Durbin-Watson
a
dimension0
1 .757 .572 .570 6.279 1.973

a. Predictors: (Constant), brandcongruency

b. Dependent Variable: purchaseintention

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 10452.161 1 10452.161 265.101 .000a

Residual 7806.559 198 39.427

Total 18258.720 199

a. Predictors: (Constant), brandcongruency

b. Dependent Variable: purchaseintention
 Coefficientsa

Model Standardized
Unstandardized Coefficients Coefficients Collinearity Statistics

B Std. Error Beta t Sig. Tolerance VIF

1 (Constant) 15.405 2.115 7.282 .000

brandcongruency 1.692 .104 .757 16.282 .000 1.000 1.000

a. Dependent Variable: purchaseintention

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 23.87 57.71 49.08 7.247 200

Residual -24.018 12.904 .000 6.263 200
Std. Predicted Value -3.479 1.191 .000 1.000 200
Std. Residual -3.825 2.055 .000 .997 200

a. Dependent Variable: purchaseintention