SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES VOL. 19 NO. 1 PAPER 9
10.5958/2321-2012.2023.00009.X
EFFECTS OF CELEBRITY SELF-ENDORSED COSMETIC BRANDS ON PURCHASE INTENTION OF CONSUMERS AND BRAND'S GOODWILL
 
Bader Al Batati*
*    Jeddah College of Advertising, University of Business and Technology, Kingdom of Saudi Arabia
 
This research paper examines the relationship between celebrity self-endorsement effectiveness and consumerís loyalty. The study aim to examine the role of celebrity self-endorsements on purchase intention of consumers, brand loyalty and brand recognition. The study utilized quantitative research methodology and 200 responses were collected through non-probability convenience sampling technique from consumers. The study applied One-Sample T test analysis to evaluate the three hypotheses developed and proposed in the conceptual research model. The findings reveal that independent variable celebrity self-endorsement had significant effect on the dependent variables namely customers purchase intention, brand loyalty and brand recognition. The findings of the study suggest that how a brand can generate an enormous turnover by implementing a strategy of celebrity self endorsement. Further, practical implications revealed that celebrities might also endorse their brand with their own name, as their patent name is more significant amongst the consumers making the product more reliable and worthwhile.
 
KEYWORDS: Celebrity Endorsement, Brand Loyalty, Purchase Intention and Brand recognition JEL CLASSIFICATIONS: M31, M32 and M39 FULL TEXT