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

Year 2017, , 1043 - 1057, 30.06.2017

Ece Armagan , Ozden Gursoy

https://doi.org/10.17261/Pressacademia.2018.777

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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