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Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression

Author

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  • Nilesh Arora

    (Chandigarh University)

  • Sanjeev Prashar

    (Indian Institute of Management (IIM) Raipur)

  • Chandan Parsad

    (Rajagiri Business School)

  • Sai Vijay Tata

    (Indian Institute of Management (IIM) Ranchi)

Abstract

Upon scanning the existing literature on celebrity endorsement, it is observed that present studies have explored the influence of select celebrity endorsement factors or consumer factors on shoppers’ purchase intention. However, these studies have not explored the cumulative effect of these antecedents on shoppers’ intention to buy. Thus, the present study examines the impact of two celebrity endorsement factors—celebrity–product congruence and celebrity attractiveness, and three consumer factors—attitude towards the brand, attitude towards advertisement and involvement, on purchase intention. In due course, the research has also validated the measurement scales of the select constructs in Indian perspective. The paper has developed and tested the model for predicting shoppers’ purchase intention using hierarchal regression. The findings of the study indicate that celebrity attractiveness, consumers’ attitude towards advertisement and attitude towards brand have a significant positive influence on consumers’ purchase intention. Interestingly, the study contradicted some of the earlier papers and noted the insignificant impact of celebrity congruence and consumer involvement on purchase intention. The article closes with discussions and managerial implications.

Suggested Citation

  • Nilesh Arora & Sanjeev Prashar & Chandan Parsad & Sai Vijay Tata, 2019. "Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 46(3), pages 179-195, September.
    • Handle: RePEc:spr:decisn:v:46:y:2019:i:3:d:10.1007_s40622-019-00208-7
    DOI: 10.1007/s40622-019-00208-7
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    2. Rakesh Kumar & Vibhuti Tripathi, 2022. "Green Advertising: Examining the Role of Celebrity’s Credibility Using SEM Approach," Global Business Review, International Management Institute, vol. 23(2), pages 440-459, April.
    3. Pallavi Dogra & Arun Kaushal & Prateek Kalia, 2024. "What drives the investment intentions of emerging economy millennials? Examining the effect of financial advertisement with the PLS-SEM," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 276-291, June.

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