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The Virtual University, Pakistan’s first University based completely on modern Information and Communication Technologies, was established by the Government as a public sector, not-for-profit institution with a clear mission: to provide extremely affordable world class education to aspiring students all over the country.

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Brand Personality, Celebrity Endorsement and Its Impact on Purchase Intension in Cellular Industry

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Author: HINA ASLAM KHAN


Citable URI : https://vspace.vu.edu.pk/detail.aspx?id=104

Publisher : Virtual University of Pakistan

Date Issued: 6/9/2015 12:00:00 AM


Abstract

The current attempted to test relationship among celebrity endorsement credibility, brand personality dimensions and purchase intension of consumers for cell phone. The study has used five dimensions i.e. responsibility, activity, aggressiveness, simplicity and emotionality of brand personality framework by Geuens et.al (2009) and has employed Ohanian (1990) scale for measuring celebrity endorser credibility on 5 point likert scale. Convenient sampling technique was used to collect data from 350 consumers residing in Attock, Islamabad and Wah cities of Pakistan. Hypotheses were confirmed by means of correlation and u-test. Multiple regression was also applied to the whole research model. Result indicates all five brand-personality dimensions showed statistically significant effects on purchase intension of consumer towards cell phone. From this research it was found that celebrity endorser influence purchase intension of consumers. Moreover there is significant difference in perception of male and female consumer towards endorser credibility, brand personality.


URI : https://vspace.vu.edu.pk/details.aspx?id=104

Citation: Khan, H. A. (2015). Brand Personality, Celebrity Endorsement and Its Impact on Purchase Intension in Cellular Industry. Virtual University of Pakistan, (Lahore, Pakistan).

Version : Final Version

Terms of Use : All the material and results are copyright of Virtual University of Pakistan

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