The Celebrity Endorsement, Self-Brand connection and Consumer Based brand Equity

Abstract

Pakistan is a country where different Multinational companies and local companies operates, each company wants to inform consumers about their brand so for that they involved in different marketing activities, most of the companies use different celebrities as endorser, that all endorsement process effects on consumer’s mind and they involved in buying behavior. The purpose of this study is to know the buying behavior and their efforts to purchase a product due to the celebrity endorses of that product. This study analysis the different perspective to purchase the product. This study also analysis the effect of celebrity endorsement on the minds of consumers and their post purchase behavior that make them a loyal and trustworthy customer. To conduct this study, we reviewed many articles related to Celebrity endorsement in Pakistan’s perspective, those make our study better. We use a quantitative approach to analyze the different attributes and characteristics about the celebrity endorsement and its connection to the celebrity endorsement and self-brand equity. The data has been collected from 110 respondents with the help of a questionnaire; we got responses from two universities Shah Abdul Latif University and Sukkur IBA University. We use that data in E-view software and to get results. It found that Shahid Afridi is most popular as a celebrity endorser, and it also found that consumer sees the attractiveness, trustworthiness, good looking and expertness in a celebrity, these are the factors that attracts a customer toward the product.