IMPACT OF CELEBRITY ENDORSEMENT ON CUSTOMER PURCHASE BEHAVIOUR

Abstract

The overall goal of this research is to determine the influence of celebrity endorsement on two-wheeler consumer purchase intent in the context of Nepalgunj consumers. A vast number of research have looked into the influence of celebrity endorsement on consumer purchase Behaviors, however the majority have concentrated on industrialized countries, with very few studies undertaken in rising countries, notably on the Asian continent. It can be seen in the further study that the factors of the celebrity: Trustworthiness, Attractiveness and Expertise are here considered as the independent variable resulting to the customer purchase Behaviour as the dependent variable. The endorser's attractiveness factor has a weighted average mean of 2.2016, indicating that beauty characteristics have a strong influence on res-ponders and on buy Behaviour. The endorser 's trustworthiness factor has a weighted average mean of 2.14, indicating that trustworthiness variables have a strong influence on res-ponders and on purchase Behaviour. The endorser's expertise factor has a weighted average mean of 2.35, indicating that expertise factors have a considerable influence on respondents and their purchase Behaviors. Customers are neutral in the context of purchase Behavior through celebrity endorsement, as indicated by the weighted average mean for the endorser's knowledge factor of 2.392.

Keywords: Celebrity Endorsement, purchase Behaviour, advertisement, two wheeler,trustworthiness.