- Title
- Local versus international celebrity endorsement credibility and consumer purchase intentions in the cosmetic industry
- Creator
- Nyamakanga,Nyarai Faith
- Subject
- Consumer behavior -- South Africa -- Eastern Cape Purchasing
- Date
- 2017
- Type
- Thesis
- Type
- Masters
- Type
- MCom (Business Management)
- Identifier
- http://hdl.handle.net/10353/13891
- Identifier
- vital:39724
- Description
- In order for a firm to create and improve the image of its product or services, celebrity endorsement is considered to be a highly effective tool which can influence consumer behaviour. This is evident in the increasing number of marketers who are harnessing the power of celebrities to endorse their products. However, for endorsement to be successful the celebrity endorsers must be viewed as credible by consumers. It has been shown that there are three dimensions that determine the level of credibility in celebrity endorsements: trustworthiness, expertise and attractiveness. The purpose of this study was to analyse the effect of the credibility of local versus international celebrity endorsement in advertising on consumers’ intention to purchase cosmetic products in a South African (SA) context. This study focused on the cosmetic industry as it is an industry that relies heavily on endorsement to advertise and attract consumers to purchase products. Firms in this industry need to be aware of the criteria when selecting celebrity endorsers such as whether to hire an international or local celebrity as brand representatives. Thus, the researcher aimed to determine whether there is a difference in terms of credibility between local and international celebrity endorsers as viewed by SA consumers with respect to the cosmetic industry. The credibility of the celebrities was rated using the credibility scale developed by Ohanian (1990). The credibility scale rates the credibility of celebrities using the three factors of attractiveness, trustworthiness and expertise. Two models were proposed for the study, one testing the credibility of local endorsers whilst the other testing the credibility of international endorsers. These dimensions were hypothetically by the researcher to determine their effect on consumer purchase intention. To hypothetically test the dimensions, a quantitative approach and design were used as methods of gathering and analysing data. A total of 237 selfadministered questionnaires were distributed at a University in the Eastern Cape (EC). Analysis and interpretation of findings was done using the descriptive statistical measures with the help of Statistical Package for Social Scientists. The inferential statistics were analysed using the multiple regression analysis. Multiple regression analysis was used to analyse the statistical significance of the model, which was found to be statistically significant for both models. The regression coefficients where then used to determine the strength of the relationship between the independent variables and the dependent variable for each model. iii The study concluded that consumers perceive both local and international celebrity endorsers as credible and are influenced to purchase cosmetics products because of perceived credibility. The data analysis showed that local celebrity endorsers are perceived as more credible than international celebrity endorsers within the context of marketing cosmetic products in the South African industry. This means that consumers can be easily persuaded to purchase cosmetics products when marketed using locally based celebrity endorsers. The outcome of the research informatively helps managers to carefully select the endorser that will be able to create awareness, attract and retain loyal consumers through the advertisement. Inasmuch as marketers have to endorse local celebrities, it is also safe for them to consider international celebrity endorsers as their credibility to a lesser extent influences consumers to purchase products. However, marketers need to define and determine the target market, and select an endorser that aligns with the characteristics of the market. One of the study’s objectives was to test which of the three dimensions mentioned earlier had a stronger impact on consumer’s intention to purchase for both local and international endorsers. The attractiveness dimension indicated a much stronger influence on consumer purchase intention in comparison to the other dimensions for local celebrities and was found to be statistically significant. As the cosmetic industry is a beauty industry, it is recommended that firms in the industry use local attractive endorsers to market the cosmetic products. However, the endorser must also be trustworthy as it ranks second in terms of influence to intention to purchase. On the other hand the expertise dimension in international celebrities had the highest coefficient score indicating a greater strength and influence on consumer purchase intention and was the only dimension statistically significant. It is recommended that marketers in the cosmetic industry could employ international celebrities as endorsers by considering their level of expertise and experience in the cosmetics and other industries such the fashion industry, as well as previous advertisements they would have endorsed. The trend is often for marketers to consider, select and endorse the most attractive celebrities especially in the cosmetic industry, but this research has indicated that attractiveness is not the most important dimension that marketers should be using in selecting international celebrity endorsers. If marketers within a firm have adopted international celebrity endorsement, it is recommended they use it within a target market that is less price-sensitive whereby the high prices charged can cover the endorsement costs. It was also suggested that marketers can use international celebrity endorsers with expertise when introducing new products as consumers would need a iv lot of information on the product. Local celebrity endorsers would then be used when the product has been established
- Format
- 163 leaves
- Format
- Publisher
- University of Fort Hare
- Publisher
- Faculty of Management and Commerce
- Language
- English
- Rights
- University of Fort Hare
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UFH Department of Business Management
| Thumbnail | File | Description | Size | Format | |||
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| View Details | SOURCE1 | NYAMAKANGA NF 201105276 MCOM.pdf | 1 MB | Adobe Acrobat PDF | View Details |