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All content in this area was uploaded by Muhammad Farooq on Jul 10, 2018
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IOSR Journal of Business and Management (IOSR-JBM)
e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 20, Issue 7. Ver. I (July. 2018), PP 67-70
www.iosrjournals.org
DOI: 10.9790/487X-2007026770 www.iosrjournals.org 67 | Page
Role of Celebrities in Creation of Brand Image
1Waqar Younas, 2Muhammad Farooq, 3Faisal Khalil-Ur-Rehman
1,2,3PhD Scholars, Limkokwing University of Creative Technology, Cyberjaya and Malaysia
Corresponding Author: 1Waqar Younas
Abstract: In the present era of information explosion and media influence, the advertisement plays an
important role for brands to create a better brand image in the consumers’ mind. Celebrities play a very
important role in creating the brand image through advertisement. The purpose of this study was finding the
relationship between celebrity and brand image. Data was collected through questionnaire from the sample of
54 students. The results showed using more celebrities’ increases value of brand image in minds of consumers
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Date of Submission: 25-06-2018 Date of acceptance: 09-07-2018
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I. Introduction
The presence of celebrity in an advertisement is one of the main strategies of many brands. The
purpose of it gets customer’s attraction towards product and create better image in the minds of customers. It
can help them to recall the product at the time of purchasing. Different celebrities are involved in different ads
by different brands because of getting some edge on competitors by effective advertisement. The purpose of this
study is finding the effect of celebrities in advertisements on customers in Pakistani culture.
Problem statement and objective of our research is to explore to what extant presence of celebrities is
successful in creating effective and valuable brand image? The main purpose of using celebrity in an
advertisement is getting attention of consumers and enhancement of AIDA theory. Celebrity persuades
consumers in decision-making. Celebrity endorses product information, which helps them to recall the brands of
the durable products at the time of purchase. Celebrity is a person who has a prominent profile and commands a
great degree of public fascination and influence in day-to-day media (commonly denoted as a person with fame
and fortune). Celebrities in an advertisement can affect purchase attitude of consumers. They can get attention
of consumers. Celebrities own personality should match with the product. Brand image is name, term, design,
symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. A
brand is thus a product or service whose dimensions differentiate it in some ways from other products or
services designed to satisfy the same need. Most of the customers buy new things as they satisfied from the
brand image. Independent variable is celebrity & dependent variable is valuable brand image.
II. Literature review
Balakrishnan & Kumar (2011) they studied on celebrity endorse advertisement and create better brand
recognition. Role model influences the teenagers’ purchase, attention, and their behaviors. Data was collected
by convenience sampling, population was the consumers of Chennai city and sample population was 600
consumers. There finding was celebrity endorses product information, enhances awareness among consumers,
and creates a lasting impact in the consumer’s mind. When it comes to purchase of durable products, certain
factors motivate the consumers for such purchase. Like need, lifestyle, product appearance, product utility,
financial credit, offer during seasons/off-seasons?
Zoubi&Bataineh, (2011) they studied that every successful organization uses celebrities to endorse its
brands. Because of the competitive environment in the market every successful organization uses celebrities in
its advertisements. So, they studied the influence of celebrities on the buying decision of the consumers. The
population of a study included economic faculty student in Jarash University from which the sample of 91
students chosen. There finding was using the celebrity can raise the profile of a co. in several ways. It can help
with consumer’s awareness with a brand and endorse the effects of particular product. The main cr iteria for the
selection of celebrity endorsement are: Credibility, Attractiveness and matchup.
Ranjbarian, Shekarchizade, &Momeni, (2010) their study was; the presence of celebrity endorsers
affects purchase decisions of consumers positively, producers and retailers have always preferred to have
celebrity endorsements in order to sell their products. The goal of this study was to indicate the influence of
using celebrity endorsers in advertisements on attitude of consumers towards those advertisements and brands.
Data was collected from randomly selected students of University of Isfahan through questionnaire with sample
size of 193 students. The results of this study showed that the positive and significant relationship between
attitude toward celebrity endorser and attitude toward advertisements and brands. By analyzing the output
Role of Celebrities in Creation of Brand Image
DOI: 10.9790/487X-2007026770 www.iosrjournals.org 68 | Page
resulting from testing hypothesis, it can be concluded that attitude toward celebrity endorser has directly or
indirectly influence on attitude toward brand.
Muruganantham, Kaliyamoorthy, (2007) the purpose of their study was to investigate the brand
positioning strategies of selected personal care brands and to know the role of celebrities in positioning the
brands in the mind of target audience. Based on the pilot study of 40 female respondents, the actual sample size
of 288 female was determined with the help of a sampling formula. The findings indicated that product quality,
brand name, and influence of family and friends were identified as the top three features influencing their
purchase of products.
Mukherjee, (2009) studied the impact of the celebrity endorsement on effective brand management and
evaluate associated factors that contribute to the success or failure of the endorsement. Research interviewed a
random sample of 1,000 adults. Finding was that the celebrity endorsement strategy has become an important
component of marketing communications strategy for firms in competitive environment.
Khatri, (2006) the purpose of his study was to attract the customer’s attention and developing positive
associations not just to influence the recall but also to induce trial and eventually effect purchase decision. The
survey is conducted by 480 respondents in 4 cities and 3375 respondents in 8 cities helped to develop different
insights on celebrity endorsements. Research showed that celebrity endorsement does not itself guarantee sales.
It can create a buzz and make a consumer feel better about the product.
(Buzdar, Janjua, and Khurshid 2016) conducted a research with a purpose to understand the effect of
celebrities on self-brand connection and brand meanings. In this two study has been done first the celebrities
endorsement enhance self-brand connection and in second whether the self enhancement need moderate among
celebrities and self-brand connection. A total of 578 respondents from an online panel responded to a
randomized invitation to participate, ultimately yielding a usable sample of 321 participants. The result of first
study shown that there is relationship between self-brand connection and favorite celebrities and if brand are
more symbolic that tell more about consumer then it will enhance the effect. And in second Consumers with
strong self-enhancement goals tend to form self-brand connections to brands used by aspiration groups.
Amos, Holmes &Strutton, (2008) studied the relationship between celebrity endorser source effects and
effectiveness in advertising. Non-parametric test is used to identify the effect. Only secondary data was
collected. Data was collected from journals and articles. The result of this study showed that negative celebrity
information can be extremely detrimental to an advertising campaign.
Madan, (2010) studied that Celebrity Endorsements is one of the various advertising strategies that
marketers are using to capture the attention of their target markets. As the modern marketing strategy of more
business firms relies heavily on creative advertisements to promote their products to their customers. The main
aim of an advertisement strategy is to persuade the highly educated, sophisticated and selective customer. This
research is based on secondary data which has been collected from various websites, online journals, articles,
books and magazines. The sample that is studied are FMCG companies the popular ones namely Pepsi, Coke,
Nike, Provogue, LUX and Cadbury. The Study is based on data available from surveys about these FMCG
majors. Their findings was Celebrity endorsement strategy can be an effective competition weapon in mature
markets in order to differentiate products from competitors' since there is heavy advertising clutter. Celebrities
have always been the easiest way to attract the customers because of their mass appeal.
III. Hypothesis Development
Theoretica framework:
H1: More the presence of celebrity in advertisement will leads towards creating higher brand image.
Ho: There is no relationship between celebrity and brand image.
IV. Methodology
This study is a causal study, there is a cause and effect relationship between celebrity and brand image.
Field experiment is done for this research. The population of this research is the students of all the universities
of Pakistan. And data is collected by the 54 respondent of students of PMAS Arid Agriculture University
Rawalpindi by simple random sampling. Data is collected by questionnaire through cross-sectional study.
Questionnaire contains questions which cover the attributes of celebrity and brand image
Role of Celebrities in Creation of Brand Image
DOI: 10.9790/487X-2007026770 www.iosrjournals.org 69 | Page
V. Results & Discussion
Table 1: Descriptive Statistics
As scale used by (Buzdar et al. 2016) the Likert scale was used in questionnaire the minimum response
of youth is 1.22 which was near to Strongly disagree while maximum response is 5 which is Strongly agree of
Celebrity. In BI questions minimum value is 2.29 which are nearly to Disagree and maximum response is 4.5
which is between Agree and strongly agree. The mean response is 3.45 and 3.48 in celebrity and BI
respectively. Std. deviation of celebrity is 0.78 and BI has 0.59. Std. deviation shows how much response is
deviate from the mean value.
Table 2: Correlations
**Correlation is significant at the 0.01 level (2-tailed)
The correlation coefficient between celebrity and brand image is 0.686 which shows the strong
relationship between these two variables. As the significant level is 0.01 so there is a strong relationship
between celebrity and brand image. So we reject the null hypothesis. Celebrities have positive impact on
creating brand image.
Table 3: Regression
a. Predictors: celebrity and brand image
In regression analysis R is 0.686 which shows that as independent variable change the dependent
variable is changed. R square shows that as we increase the use of celebrity in advertisements the brand image is
increased by 0.471 or 47.1%.
Previous studies and the results of the research support the hypothesis. As the celebrity works in an
advertisement, the brand image of a product will be high and valuable for organizations. Now a days there is a
high competition in the market among organizations so co.’s use celebrities in the advertisement of their brands.
It effects the buying decision of the customers and it helps them to recall the product at purchasing time.
Limitations:
For this research the appropriate time and cost was not estimated. For data collection time was short.
Sample size was taken is too small. It was just done in one university of Rawalpindi.
Role of Celebrities in Creation of Brand Image
DOI: 10.9790/487X-2007026770 www.iosrjournals.org 70 | Page
References
[1]. Balakrishnan, L., & Kumar, S.C., (2011) Effect of celebrity based advertisements on the purchase attitude of consumers towards
durable products, World Review of Business Research, Vol. 1, No. 2, Pp.98-112
[2]. Buzdar, M. F., S. Y. Janjua, and M. A. Khurshid. 2016. “Customer-Based Brand Equity and Firms’ Performance in the Telecom
Industry.” International Journal of Services and Operations Management 25(3):334–46.
[3]. Zoubi, A. O. M., &Bataineh, T. M.,(2011) The effect of using celebrities in advertising on the buying decision, American Journal of
Scientific Research, ISSN 1450-233X Issue 13, Pp. 59-70
[4]. Ranjbarian, B., Shekarchizade, Z., &Momeni, Z.,(2010) Celebrity endorser influence on attitude toward advertisements and brands,
European Journal of Social Sciences - Vol. 13, No. 3,
[5]. Muruganantham, G., Kaliyamoorthy, S., Celebrity effect on brand positioning, The International Journal of Applied Management &
Technology, Vol.7, No. 1.
[6]. Mukherjee, D,. (2009), Impact of celebrity endorsements on brand
imagehttp://papers.ssrn.com/sol3/papers.cfm?abstract_id=1444814
[7]. Khatri, P.,(2006) Celebrity endorsement,Indian Media Studies Journal, Vol. 1, No. 1.
[8]. Escalas, E. J., Connecting with celebrities,http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.154.3753
[9]. Amos, C., Holmes, G., &Strutton, D., (2008) Exploring the relationship between celebrity endorser effects and advertising
effectiveness
[10]. Madann, R., (2010), Celebrity endorsement: A marketing strategy, Sri Krishna International Research & Educational Consortium,
Vol. 1, Issue 1.
IOSR Journal of Business and Management (IOSR-JBM) is UGC approved Journal with Sl.
No. 4481, Journal no. 46879.
Waqar Younas "Role of Celebrities in Creation of Brand Image." IOSR Journal of Business and
Management (IOSR-JBM) 20.7 (2018): 67-70.
