The Influence of Celebrity Endorsements and Brand Image on Millennials’ Purchase Decisions: Evidence from Pakistan
Abstract
This study examines the effect of celebrities' endorsements and the image of the brand on the purchase decisions of millennials, more particularly on Pakistan. With the Meaning Transfer Model and brand image theory frame works, the studied emphasizes the ever growing relevance of both concepts aiding in purchase decision making in the globalized world in which we live in. Employing a quantitative cross sectional survey research design, information was collected from 300 Pakistani millennials who are fascinated and/ or employed in the retailing and fashion sector. The study was based on previously done works and measures which underwent the processes of reliability, descriptive statistics, correlation, and regression analysis. The data revealed that brand image and celebrity endorsements positively influence purchase decisions of millennials, with brand image serving as the strongest predictor. These findings are consistent with international research, while also being informative in relation to Pakistan. With respect to the growing body of research consumer behavior, this study evidences the fact that brand equity and endorsers' credibility are still the determining factors that influence the purchase behavior of millennials. Considering the use of marketing and endorsement of celebrities together with the strategies needed to build a brand and full consumer loyalty on both a short and a long-term essence, a focus should be placed on the integration of the celebrity endorsement campaigns with the brand-building strategies. There are also limitations and suggestions for future research provided.
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