Celebrity Endorsement and Consumption Behavior: A Case Study of Lahore, Pakistan

The marketing techniques in developing countries have changed a lot since the start of this century. The concept of branding have given new imputes to these marketing techniques. The role of celebrates from different fields play significant role in changing consumer buying behavior. The present study has been designed to check how celebrity endorsement affects the consumer buying behavior. A questionnaire was developed to realize the objective of the study for the people of Lahore. The data is collected through paper pencil method from two shopping malls namely Emporium mall and Packages mall. A total of 256 respondents participated in the survey. Higher order CFA was used to measure celebrity endorsement variable with the help of four first order latent variables namely personal traits, credibility of the endorsement, brand credibility, and ad recall. SEM was applied to see the impact of celebrity endorsement on buying behavior of the consumers. The results of the study showed that four latent variables are measuring the concept of celebrity endorsement. Furthermore, the results also confirmed that celebrities appearing in Ads significantly affect the consumer buying behavior.