31 خرداد 1403
محمد پيري

محمد پیری

مرتبه علمی: استادیار
نشانی:
تحصیلات: دکترای تخصصی / اقتصاد
تلفن: 081 33339841
دانشکده: دانشکده ادبیات و علوم انسانی

مشخصات پژوهش

عنوان
Investigating the effect of celebrity endorsement on brand credibility, corporate credibility, advertising credibility, consumer social status on buy intention
نوع پژوهش مقاله ارائه شده
کلیدواژه‌ها
Advertisement, Celebrity, Credibility, Purchase intention, Social class
سال
2021
پژوهشگران محمد پیری

چکیده

Consumer behavior and buying people has always been the focus of marketers and managers, and many factors that can affect this have been examined. Celebrities have been used in advertising because of their place among the people. The present study examines the impact of celebrities on different parts of the brand, advertising, corporate, as well as on social status. Collected data from questionnaires were analyzed with SPSS and Smart PLS software and correlation coefficient and path coefficients were used to confirm or reject the hypotheses. The results showed that celebrity endorsement has a positive and significant relationship with brand credibility, advertising credibility, corporate credibility and purchase intention. It was also shown that brand credibility and advertising credibility have no significant relationship with the intention to buy, but the credibility of the organization and gaining social status have a positive and significant relationship with buy intention. Brand credibility has a significant and positive relationship with social status as well as advertising credibility with the credibility of the corporation.