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Effect of Celebrity-Endorsed Advertisement and Entrepreneurial Marketing on Purchase Behavior of Smartphone Consumers in Pakistan

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  • Muhammad Raza, Normalisa Md Isa, Shamsul Huda Bt Abd Rani

    (Emaan Institute of Management & Sciences, Karachi)

Abstract

This article presents the results of an investigation of the impact of celebrity-endorsed advertisement and entrepreneurial marketing on purchase behavior of smart phone consumers in Karachi, Pakistan. The study has conceptually shaped celebrity-endorsed advertisement as formative construct with celebrity physical attractiveness, expertise, trust, and familiarity as inclusive factors. For this purpose, total 247 sample responses were collected by convenience sampling technique. The data has been analyzed by PLS method. The results revealed that celebrity-endorsed advertisement and entrepreneurial marketing has a significant impact on purchase behavior. The study can be concluded that celebrity-endorsed advertisement and entrepreneurial marketing plays significant role in purchase behavior of smart phone consumers in Pakistan.

Suggested Citation

  • Muhammad Raza, Normalisa Md Isa, Shamsul Huda Bt Abd Rani, 2019. "Effect of Celebrity-Endorsed Advertisement and Entrepreneurial Marketing on Purchase Behavior of Smartphone Consumers in Pakistan," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 6(1), pages 15-29, March.
    • Handle: RePEc:gei:journl:v:6:y:2019:i:1:p:15-29
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    References listed on IDEAS

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