Celebrity endorsements: effectiveness on white goods purchase

The practice of celebrity endorsements has increased over time. Nowadays it has become a general element of advertising for each industry and Malaysia is one of them. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. This made the researcher interested to explore the impact of celebrity endorsements on consumer buying decision. This study focuses on examining the perception of consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intention and finally the impact of celebrity endorsements on their purchase decision. This project begins with the review of existing literature available on celebrity endorsements that related to the subject. A quantitative method is used for this research project to investigate the perceptions of the consumer, attributes and its following impact on purchase decision. The data is collected through a questionnaire and later analysed using Statistical Package for Social Science (SPSS) version 16.0. It was proven in this research that consumers find celebrity endorsements more attractive and influential. Moreover, the tested attributes show positive relationship with purchase decision. Finally, the results of the study prove that celebrity endorsements positively impact the purchase decision of the consumers.