Indian Females Inclination towards Cosmetic Brands Purchase Intention Influenced by Celebrity Endorsement through Perceived Quality and Brand Trust

This paper looks into the significant impact of celebrity endorsement on the willingness of Indian female customers to purchase specific cosmetics brands, which is one of the fastest-growing markets due to rapid consumer awareness, particularly among females, through the influence of expected qualit...

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Bibliographic Details
Published in:Review of Integrative Business and Economics Research 2022-01, Vol.11 (3), p.61-80
Main Authors: Kanwar, Anu, Huang, Yu-Chuan
Format: Article
Language:English
Subjects:
Brand image
Celebrities
Consumer attitudes
Consumer behavior
Cosmetics
Endorsements
Females
Product quality
Purchase intention
Purchasing
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Summary:This paper looks into the significant impact of celebrity endorsement on the willingness of Indian female customers to purchase specific cosmetics brands, which is one of the fastest-growing markets due to rapid consumer awareness, particularly among females, through the influence of expected quality and brand confidence. The study provides a model that indicates the significant impact of celebrity endorsement on Indian females' purchase intent through impact on expected quality and confidence in the brand. The authors have collected the data samples from 400 female respondents and the results analyzed with SPSS v.25 & AMOS v.26, which suggests that celebrity endorsement has a significant impact on purchase intention through perceived quality and brand trust.
ISSN:2414-6722
2304-1013