INVESTIGATING THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMERS’ PURCHASE INTENTION TOWARDS PERSONAL CARE & HYGIENE INDUSTRY IN AHMEDABAD
DOI:
https://doi.org/10.62737/6re2ja25Keywords:
TEARS Model, Celebrity Endorsement , Personal Care and Hygiene Industry , Consumer's Purchase IntentionAbstract
The study deals with investigating the effectiveness of celebrity endorsers’ reputation on the buying intentions of customers towards Personal care products in Ahmedabad. The study used the common TEARS model to understand the effect on purchasing intentions. To achieve the desired objectives, a descriptive study was conducted in which a standardized questionnaire was administered using convenience sampling to 122 respondents residing in the Ahmedabad district of Gujarat. Using SPSS and AMOS, data was analysed. As a test of statistics, Measurement model and Structural Equation Modelling were applied. The results of the study have validated the (limited) application of the TEARS model in personal care products market in Ahmedabad. The purchasing intentions of consumers for the use of personal care products in Ahmedabad were significantly influenced by two source reputation constructs and accounted for 61 percent of the variance in purchasing intentions.
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