A RESEARCH ON THE EFFECT OF USING CELEBRITY ENDORSEMENT IN ADVERTISEMENTS ON PURCHASING DECISIONS OF CONSUMERS

Abstract

The main purpose of this study is to research the attitudes of consumers on the purchasing decisions of using celebrity endorsement in advertisements published in Turkey. In this study, a questionnaire study was conducted on 482 consumers over 18 years of age residing in Aydın. Statistical analyzes were conducted for the purpose of studying the research data. In the study, it was inspired by Ha & Lam (2017) and Alsmadi’s (2006) Scale of Celebrity Endorsement in Advertisement and hypotheses were tested. In the context of advertising, the importance of consumers' attitudes towards the brand and the effects of their purchasing decisions on the use of the famous dimensions of use in advertising are highlighted. It has been found that the using celebrity endorsement in advertisements has a positive effect on the consumers' purchasing decision and it was detected that the brand remains in the consumer mind for a longer period of time.

 

Keywords

• Celebrity endorsement,brand choice,purchasing decision,consumer attitude,advertisement

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