The Influence of Celebrity Endorsement on Purchase Intention of Smartwatches in Cambodia
Keywords:
Celebrity Endorsement, Purchase Intention, Brand Attitude, Brand CredibilityAbstract
The objectives of the research are to investigate the relationships between celebrity endorsement, the attitude toward the advertisement, the attitude toward the brand, and purchase intention, to examine the effects of the influence of celebrity endorsement on the purchase intention of the Smartwatches in Phnom Penh, Cambodia, and to develop a marketing strategy to influence the Cambodian consumer behavior.
The convenience sampling survey was used to collect the data from 233 respondents aged between 18 and 45 living in Phnom Penh, Cambodia by online Google Surveys. Multiple Regression Analysis was also used to analyze the relationships between variables in this research.
This study shows that celebrity credibility, celebrity attractiveness, and product match-up are found to have positive influences on both attitudes toward the brand (38.70%) and purchase intention (46.20%) because all factors are significant in each relationship. As a result, the credibility and attractiveness of the celebrity endorsers significantly and positively affect the brand attitude and the brand credibility, and the purchase intention of the endorsed product/brand. The trustworthiness of the celebrity also has a positive impact on the brand attitude. This study also finds that the expertise and trustworthiness of the celebrity endorsers strongly influence the endorsed product/brand. Therefore, the main focus of the attention will be on hiring a celebrity endorser who has the expertise and trustworthy looks when the celebrity endorsement is used as a marketing strategy.
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