Impact of celebrity endorser as in-store stimuli on impulse buying

Y. Parmar, B. S. Mann, M. Ghuman
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引用次数: 15

Abstract

ABSTRACT This research investigates how a celebrity endorser in POP (point of purchase) advertising impacts consumer impulse buying, in cases of both high involvement and low involvement products. It also examines the effect of match-up between the celebrity and the product in consumer impulse buying. An experimental study was conducted to gather data for six different situations utilizing a sample of 218 students in India. Independent sample t-test was applied to test the hypotheses of the study. The results reveal that the presence of a celebrity endorser in POP advertising enhances the consumer impulse buying. Further, the celebrity endorsers are more effective in cases of high involvement products as compared to low involvement products, and the celebrity match-up with the product category also influences impulse buying, however, only in case of high involvement products. The research contributes to the celebrity endorsement and impulse buying literature by finding the effect of celebrity endorsers on consumer impulse buying. The findings are highly relevant for retailers and marketing practitioners interested in impulse buying, suggesting another way of influencing consumer impulse buying.
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名人代言作为店内刺激对冲动购买的影响
摘要本研究探讨了在高涉入和低涉入产品的情况下,名人代言在POP(购买点)广告中如何影响消费者的冲动购买。研究了名人与产品匹配对消费者冲动购买的影响。一项实验研究利用218名印度学生的样本,收集了六种不同情况的数据。采用独立样本t检验对研究假设进行检验。结果表明,名人代言人在POP广告中的存在增强了消费者的冲动购买。此外,与低介入产品相比,名人代言在高介入产品中更有效,名人与产品类别的匹配也会影响冲动购买,但仅在高介入产品中才会如此。本研究通过发现名人代言对消费者冲动购买的影响,为名人代言和冲动购买的文献做出了贡献。这一发现与对冲动购买感兴趣的零售商和营销从业者高度相关,表明了影响消费者冲动购买的另一种方式。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.90
自引率
5.60%
发文量
41
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