Celebrity Endorsement Advertising: Brand Awareness, Brand Recall, Brand Loyalty as Antecedence of South African Young Consumers' Purchase Behaviour
Abstract
Celebrity endorsement advertising has received much attention in recent years from marketing practitioners and academic researchers. Pepsi spent $50 million dollars on an endorsement contract with Beyoncè Knowles which accounted for a sixth of the company's total budget. This research paper aims to examine whether or not South African marketers can utilise celebrity endorsements to promote their products or brands to young consumers effectively. The other purpose of this study is also to establish whether brand recall, brand awareness, brand loyalty and purchase behaviour are positively influenced by celebrity endorsement advertising. Utilising a quantitative research approach a field study was conducted in Durban whereby research data was collected from 325 participants 18 to 24 years of age. The research survey comprised of 25 questions that were self-administered to willing participants over a one month period. Using SPSS 23 and AMOS 23 software programs, Structural Equation Modeling (SEM) was performed to analyze the data set. Major findings revealedthat brand loyalty is the most significant antecedent of purchase behaviour. Furthermore the study also revealed that participants in the 18-20 year age group were more inclined towards purchasing and paying more for celebrity endorsed brands as compared to any other age group in the survey.Lastly this study provides marketing practitioners an understanding of how firms can benefit from the use as it was found that brand recall and brand loyalty positively influence purchase behaviour whilst brand awareness had no direct influence on purchase behaviour.
Downloads
References
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. DOI: https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen. (2002). Perceived Behavioural Control, Self-Efficacy, Locus of Control, and the Theory of Planned Behaviour. Journal of Applied Social Psychology, 32(4), 665-683. DOI: https://doi.org/10.1111/j.1559-1816.2002.tb00236.x
Akehurst, G., Afonso, C. & M. Gonçalves, H. (2012). Re-examining green purchase behaviour and the green consumer profile: new evidences. Management Decision, 50(5), 972-988. DOI: https://doi.org/10.1108/00251741211227726
Alsmadi, S. (2006). The power of celebrity endorsement in brand choice behaviour: An empirical study of consumer attitudes in Jordan. Journal of Accounting – Business & Management, 13, 69-84.
Barnes, A. (2011). Celebrity: Celebrity and food. Lifted Brow, The, 12, 6-7
Bekk, M. & Spörrle, M. (2010).The Influence of Perceived Personality Characteristics on Positive Attitude towards and Suitability of a Celebrity as a Marketing Campaign Endorser. Open Psychology Journal, 3(1), 54-66. DOI: https://doi.org/10.2174/1874350101003010054
Belaid, S. & T. Behi, A. (2011). The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context. Journal of Product & Brand Management, 20(1), 37-47. DOI: https://doi.org/10.1108/10610421111108003
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of marketing Science, 28(1), 128-137. DOI: https://doi.org/10.1177/0092070300281012
Biscaia, R., Correia, A., Rosado, A. F., Ross, S. & Maroco, J. (2013). Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27, 288-302. DOI: https://doi.org/10.1123/jsm.27.4.288
Chi, H. K., Yeh, H. R. & Yang, Y. T. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. Journal of International Management Studies, 4(1), 135-144.
Choi, S. & Rifon, N. J. (2007). Who is the celebrity in advertising? Understanding dimensions of celebrity images. The journal of popular Culture, 40(2), 304-324. DOI: https://doi.org/10.1111/j.1540-5931.2007.00380.x
Clark, C. R., Doraszelski, U. & Draganska, M. (2009). The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data. QME 7, 2, 207-236. DOI: https://doi.org/10.1007/s11129-009-9066-z
Collins, H. (2010). Creative research: the theory and practice of research for the creative industries. Ava Publishing.
Conner, M. & Armitage, C. J. (1998). Extending the theory of planned behaviour: A review and avenues for further research. Journal of applied social psychology, 28(15), 1429-1464. DOI: https://doi.org/10.1111/j.1559-1816.1998.tb01685.x
Costanzo, P. J. & Goodnight, J. E. (2006). Celebrity endorsements: Matching celebrity and endorsed brand in magazine advertisements. Journal of Promotion Management, 11(4), 49-62. DOI: https://doi.org/10.1300/J057v11n04_05
Daniel, J. (2011). Sampling essentials: Practical guidelines for making sampling choices. London, UK: Sage.
Ding, H., Molchanov, A. E. & Stork, P. A. (2011). The value of celebrity endorsements. A stock market perspective. Marketing letter, 22, 147-163. DOI: https://doi.org/10.1007/s11002-010-9117-y
Dix, S., Phau, I. & Pougnet, S. (2010). Bend it like Beckhamâ€: the influence of sports celebrities on young adult consumers. Young Consumers, 11(1), 36-46. DOI: https://doi.org/10.1108/17473611011025993
Erdogan, B. Z., Baker, M. J. & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of advertising research, 41(3), 39-48. DOI: https://doi.org/10.2501/JAR-41-3-39-48
Erfgen, C., Zenker, S. & Sattler, H. (2015). The vampire effect: When do celebrity endorsers harm brand recall? International Journal of Research in Marketing, 32(2), 155-163. DOI: https://doi.org/10.1016/j.ijresmar.2014.12.002
Fagarasanu, M. & Kumar, S. (2002). Measurement instruments and data collection: a consideration of constructs and biases in ergonomics research. International Journal of Industrial Ergonomics, 30(6), 355-369. DOI: https://doi.org/10.1016/S0169-8141(02)00101-4
Francis, J. J., Eccles, M. P., Johnston, M., Walker, A., Grimshaw, J., Foy, R. & Bonetti, D. (2004). Constructing questionnaires based on the theory of planned behaviour. A manual for health services researchers, 2, 2-12.
Fraering, M. & Minor, M. S. (2006). Sense of Community: An Exploratory Study of US Consumers of Financial Services. International Journal of Bank Marketing, 24(5), 284-306. DOI: https://doi.org/10.1108/02652320610681738
Han, W. & Rashad Yazdanifard, O. (2015).The Review of the Effectiveness of Celebrity Advertising that Influence Consumer’s Perception and Buying Behavior. Global Journal of Management and Business Research, 15(4), 23-29.
Galpin, J. S. (2011). Statistical research design and analysis. [Lecture notes]. Johannesburg, South Africa: University of the Witwatersrand, School of Statistics and Actuarial Science.
Henle, C. A., Reeve, C. L. & Pitts, V. E. (2010).Stealing time at work: Attitudes, social pressure, and perceived control as predictors of time theft. Journal of Business Ethics, 94(1), 53-67. DOI: https://doi.org/10.1007/s10551-009-0249-z
Hollebeek, L. D., Jaeger, S. R., Brodie, R. J. & Balemi, A. (2007).The influence of involvement on purchase intention for new world wine. Food Quality and Preference, 18(8), 1033-1049. DOI: https://doi.org/10.1016/j.foodqual.2007.04.007
Huang, R. & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99. DOI: https://doi.org/10.1016/j.jbusres.2011.02.003
Hudders, L., Cauberghe, V., Panic, K., Faseur, T. & Zimmerman, E. (2012). Brand placement in music videos: the effect of brand prominence and artist connectedness on brand recalls and brand attitude. In 11th International conference on Research in Advertising (ICORIA 2012): The changing roles of advertising.
Illicic, J. & Webster, C. M. (2011). Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention. Australasian Marketing Journal (AMJ), 19(4), 230-237. DOI: https://doi.org/10.1016/j.ausmj.2011.07.005
Keller, K. L. (2008). Strategic branding management building, measuring and managing brand equity 3ed. Upper saddle River, New Jersey. Prentice Hall.
Kim, S. S., Lee, J., & Prideaux, B. (2014). Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty. International Journal of Hospitality Management, 37, 131-145. DOI: https://doi.org/10.1016/j.ijhm.2013.11.003
Koernig, S. K. & Boyd, T. C. (2009). To Catch a Tiger or Let Him Go: The Match-up Effect and Athlete Endorsers for Sport and Non-Sport Brands. Sport Marketing Quarterly, 18(1), 15-37.
Liu, F., LI, J., Mizerki, D. & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7/8), 922-937. DOI: https://doi.org/10.1108/03090561211230098
Lu, L. C., Chang, W. P. & Chang, H. H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behaviour, 34, 258-266. DOI: https://doi.org/10.1016/j.chb.2014.02.007
Macdonald, E. K. & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of business research, 48(1), 5-15. DOI: https://doi.org/10.1016/S0148-2963(98)00070-8
Malik, A. & Sudhakar, B. D. (2014). Brand positioning through celebrity Endorsement- A review contribution to brand literature. International Review of Management and Marketing, 4(4), 259-275.
Muda, M., Musa, R. & Putit, L. (2012). Breaking through the Clutter in Media Environment: How Do Celebrities Help? Procedia-Social and Behavioral Sciences, 42, 374-382. DOI: https://doi.org/10.1016/j.sbspro.2012.04.201
Patel, P. C. (2009). Impact of Celebrity Endorsement on Brand Acceptance. ICFAI Journal of Consumer Behaviour, 4(1), 36-45.
Pedeliento, G., Andreini, D., Bergamaschi, M. & Salo, J. (2015). Brand and product attachment in an industrial context: The effects on brand loyalty. Industrial Marketing Management.
Petty, R. D. & D'Rozario, D. (2009). The use of dead celebrities in advertising and marketing: balancing interests in the right of publicity. Journal of advertising, 38(4), 37-49. DOI: https://doi.org/10.2753/JOA0091-3367380403
Petzer, D., Mostert, P., Kruger, L. M. & Kuhn, S. (2014). The dimensions of brand romance as predictors of brand loyalty among cell phone users. South African Journal of Economic and Management Sciences, 17(4), 457-470. DOI: https://doi.org/10.4102/sajems.v17i4.721
Ranjbarian, B., Shekarchizade, Z. & Momeni, Z. (2010). Celebrity endorser influence on attitude toward advertisements and brands. European Journal of Social Sciences, 13(3), 399-407.
Rauyruen, P. & Miller, K. E. (2007).Relationship quality as a predictor of B2B customer loyalty. Journal of business research, 60(1), 21-31 DOI: https://doi.org/10.1016/j.jbusres.2005.11.006
Rawtani, K. J. (2010). Celebrity endorsements and brand building. India. MBA- IB: 1-88
Rodriguez, K. P. (2009). Apparel brand endorsers and their effects on purchase intentions: a study of Philippine consumers. Philippine Management Review, 15, 83-99
Rossiter, J. R. & Percy, L. (1997). Advertising communications & promotion management (2nd Ed.). New York: McGraw-Hill Company.
Sajan, K. V. & Nehru, S. (2014). Effectiveness of celebrity endorsement on brand recognition with special reference to Trivandrum city Kerala. Conference paper
Sheu, J. B. (2010). A hybrid dynamic forecast model for analyzing celebrity endorsement effects on consumer attitudes. Mathematical and Computer Modelling, 52(9), 1554-1569. DOI: https://doi.org/10.1016/j.mcm.2010.06.020
Sliburyte, L. (2009). How celebrities can be used in advertising to the best advantage. World Academy of Science, Engineering and Technology, 58(2), 934-939.
Tan, B. (2002). Understanding consumer ethical decision making with respect to purchase of pirated software. Journal of consumer marketing, 19(2), 96-111. DOI: https://doi.org/10.1108/07363760210420531
Tsai, S. P. (2011). Fostering international brand loyalty through committed and attached relationships. International Business Review, 20(5), 521-534. DOI: https://doi.org/10.1016/j.ibusrev.2010.10.001
Valkenburg, P. M. & Buijzen, M. (2005). Identifying determinants of young children’s brand awareness: Television, parents, and peers. Journal of Applied Developmental Psychology, 26(4), 456–468. DOI: https://doi.org/10.1016/j.appdev.2005.04.004
Wang, Y. & Song, Y. (2013). Counterfeiting: Friend or Foe of Luxury Brands? An Examination of Chinese Consumers’ Attitudes toward Counterfeit Luxury Brands. Journal of Global Marketing, 26(4), 173-187. DOI: https://doi.org/10.1080/08911762.2013.804618
Wang, Y. (2014). Consumers’ Purchase Intentions of Shoes: Theory of Planned Behaviour and Desired Attributes. International Journal of Marketing Studies, 6(4), 50-58 DOI: https://doi.org/10.5539/ijms.v6n4p50
Wee, T. T. T. & Ming, M. C. H. (2003). Leveraging on symbolic values and meanings in branding. Journal of Brand Management, 10, 208-218. DOI: https://doi.org/10.1057/palgrave.bm.2540117
Wei, P. S. & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behaviour. Computers in Human Behaviour, 29(1), 193-201. DOI: https://doi.org/10.1016/j.chb.2012.08.005
White, D. W., Goddard, L. & Wilbur, N. (2009). The effects of negative information transference in the celebrity endorsement relationship. International Journal of Retail & Distribution Management, 37(4), 322-335. DOI: https://doi.org/10.1108/09590550910948556
Copyright (c) 2016 Journal of Economics and Behavioral Studies
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of a revised paper in the light of suggestions of the reviewers, editorial team edits and formats manuscripts to bring uniformity and standardization in published material.
This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.
