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Journal of Management Sciences - Volume 2, Issue 2 2015
By Muhammad Zubair Haroon, Mirza Amin ul Haq, Najmonnisa
10.20547/jms.2014.1502202
Keywords: Vicarious role model, celebrity endorsement, brand loyalty, purchase intention, positive word of mouth.
Concept of celebrity endorsement evolved in last few decades and it has strengthened its roots. Companies spend millions of dollar on celebrity endorsement. Marketers are trying to identify the impact of celebrity endorsement on companies' profitability and advertising objectives. The purpose of this research was to investigate the impact of vicarious role model such as showbiz celebrity or sports celebrity on purchase intentions, brand loyalty and positive word of mouth among young adults of Karachi. Structured questionnaire was used to collect data through survey research method and data was collected from 252 students by using convenience sampling technique. Factor analysis and MANOVA were used as statistical techniques to test the model. Result showed that role model has significant impact on young adults' purchase intentions, brand loyalty and positive word of mouth.