African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4167

Full Length Research Paper

Fame versus no name: Gauging the impact of celebrities and non-celebrities endorsement on purchase

Bhavesh Kumar J. Parmar
  • Bhavesh Kumar J. Parmar
  • Department of Business Management, S.P. College of Engineering, Gujarat Technological University, India.
  • Google Scholar
Rajnikant P. Patel
  • Rajnikant P. Patel
  • G.H. Patel Postgraduate Institute of Business Management, Sardar Patel University, India.
  • Google Scholar

  •  Received: 18 September 2014
  •  Accepted: 29 December 2014
  •  Published: 28 February 2015


The use of celebrity in advertising has become a trend for companies and one of the best ways to strengthen brand image and marketing of products/services. Today, every company is promoting its products by using celebrities to gain customer’s attention and thus increase the market share. Advertising ideas involve this approach, and the choice of picking right celebrity is made through these strategic motives. The important point for all companies is whether celebrity endorsement is beneficial for organization in long term or it is just to create awareness for once. Does it really increase purchase intention? The question is which factors guide customers in making decision regarding a good or a service when an organization is rendering messages through different media by the word of mouth of big celebrities. The study focuses on these aspects using Gujarat State of India. It identifies the link between celebrity and non-celebrity endorsement and consumers’ perception and attitude towards the endorsed product. The study explores whether celebrity or non-celebrity endorsement helps to build a positive linkage towards the endorsed product.


Key words: Celebrity, non-celebrity, endorsement, advertisement effectiveness, purchase intention.