Moderating role of consumer’s gender on effectiveness of celebrity endorsement towards consumer’s purchasing intention

Abstract

Among many theoretical and empirical studies that examine celebrity endorsement towards consumer’s purchasing intention fewer studies have attempted to examine the impact of consumer’s gender on consumer’s purchasing intention. Source Characteristics (Source Expertness, Source Trustworthiness, Source Likeability, Source Similarity and Source Familiarity) used to measure effectiveness of celebrity endorsement. This intends to extend the relationship of purchasing intention and Source Characteristics by linking the source attractiveness theory together with the consumer’s gender, which adds value to the existing knowledge of celebrity endorsement and further explains the relationship linked with Consumer Purchase Intention together with Source Credibility Theory. The study revealed that the impact of Source Expertness, Source Trustworthiness, Source Likeability, and Source Similarity is differ for male to female consumer. Thus in promotional campaigns the product which uses by only one particular gender have to concern those characteristics separately, and Source Familiarity should not consider about gender diversity in celebrate endorsement since it has no impact of consumer’s gender to the relationship between Source Familiarity and Consumer’s Purchase Intention.