Impact of Celebrity Endorsements on Consumers’ Ad Perception: A Study Of Indian Consumers (Published)
Numerous researches have proved empirically the effectiveness and the positive influence of celebrity endorsements in advertising. The present study attempts to find out the impact of celebrity endorsements on consumers’ ad perception through a survey of 336 respondents in India. The three-dimensional scale proposed by Roobina Ohanian (1990) has been used for the purpose. Thus, the present study considers three attributes of celebrity endorsements as suggested by Ohanian – attractiveness, trustworthiness and expertise. The study also attempts to find out the individual impact of these dimensions on consumers’ ad perception. Exploratory factor analysis was used to reconfirm the factor structure. The model used was empirically tested for unidimensionality, reliability, convergent validity and discriminant validity, using confirmatory factor analysis. Structural equation modeling was used to find out the impact of celebrity endorsements on consumers’ ad perception. Results revealed that celebrity endorsements have a significant impact on consumers’ ad perception. Further, attractiveness, trustworthiness and expertise, all were found to have a significant impact on ad perception.
Keywords: Ad Perception, Celebrity, Endorser, Exploratory Factor Analysis, Structural Equation Modeling, confirmatory factor analysis
Examining Price Perception And The Relationships Among Its Dımensıons Via Structural Equation Modeling: A Research On Turkish Consumers (Published)
Price is one of the most important marketplace cues that consumers use in their decision making. It is widely known that consumers react differently to price. Many researchers have noted that price has a complex structure. According to Lichtenstein et al (1993), there are multidimensional aspects of price cues and suggested several dimensions. The purpose of this study is to examine price perception and the relationships among its dimensions. In order to achieve this aim, a field research was conducted on sports shoe consumers in Turkey. 638 consumers voluntarily participated the survey. According to the findings, some of the relationships among the dimensions of price perception were significant. Besides, it was revealed that the most exploratory dimensions of price perception were value consciousness and price consciousness.
Keywords: Price Perception, Sports Shoe Consumers, Structural Equation Modeling
Examınıng Prıce Perceptıon And The Relatıonshıps Among Its Dımensıons Vıa Structural Equatıon Modelıng: A Research On Turkısh Consumers (Review Completed - Accepted)
Price is one of the most important marketplace cues that consumers use in their decision making. It is widely known that consumers react differently to price. Many researchers have noted that price has a complex structure. According to Lichtenstein et al (1993), there are multidimensional aspects of price cues and suggested several dimensions. The purpose of this study is to examine price perception and the relationships among its dimensions. In order to achieve this aim, a field research was conducted on sports shoe consumers in Turkey. 638 consumers voluntarily participated the survey. According to the findings, some of the relationships among the dimensions of price perception were significant. Besides, it was revealed that the most exploratory dimensions of price perception were value consciousness and price consciousness.
Keywords: Price Perception, Sports Shoe Consumers, Structural Equation Modeling