<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>This study analyses the effect of the different dimensions of celebrity endorsement that is trustworthiness, effectiveness, attractiveness and, respect on the buying intentions of the Indian rural buyers for purchasing the handwash products. Several studies elaborate the effect on consumer’s buying intention for various FMCG products. However, there is a paucity of the examining the effect of celebrity on the buying intention of rural buyers especially for a growing Indian rural market. Therefore, study’s aim was to examine the role and influence of a celebrity endorsement on the rural buyers. After concluding from various theories of celebrity endorsement and conducting experimental research with 560 rural respondents and conductive multiple regression analysis, the result exhibits that only three dimension of celebrity that is trustworthiness, effectiveness and attractiveness influenced the buying intention while respect was found insignificant in model. Hence, the study concludes that celebrity as a whole has positive impact on the buying intention of rural buyer.</p>
</abstract>

This study analyses the effect of the different dimensions of celebrity endorsement that is trustworthiness, effectiveness, attractiveness and, respect on the buying intentions of the Indian rural buyers for purchasing the handwash products. Several studies elaborate the effect on consumer’s buying intention for various FMCG products. However, there is a paucity of the examining the effect of celebrity on the buying intention of rural buyers especially for a growing Indian rural market. Therefore, study’s aim was to examine the role and influence of a celebrity endorsement on the rural buyers. After concluding from various theories of celebrity endorsement and conducting experimental research with 560 rural respondents and conductive multiple regression analysis, the result exhibits that only three dimension of celebrity that is trustworthiness, effectiveness and attractiveness influenced the buying intention while respect was found insignificant in model. Hence, the study concludes that celebrity as a whole has positive impact on the buying intention of rural buyer.

Celebrity Advertisement for Indian Rural Buyers: A Myth for Success

Management Theory and Studies for Rural Business and Infrastructure Development

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"Celebrity Advertisement for Indian Rural Buyers: A Myth for Success"}

This study analyses the effect of the different dimensions of celebrity endorsement that is trustworthiness, effectiveness, attractiveness and, respect on the...

Celebrity Advertisement for Indian Rural Buyers: A Myth for Success

Published Online: Apr 26, 2023

Page range: 37 - 45

Received: Feb 24, 2023

Accepted: Mar 01, 2023

DOI: https://doi.org/10.15544/mts.2023.05

Keywords
Buying intention, Celebrity endorsement, Celebrity advertisement, Handwash, Purchase Pattern, Rural Buyers, Indian market

© 2023 Arun Bhadauria et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Celebrity Advertisement for Indian Rural Buyers: A Myth for Success

Published Online: Apr 26, 2023

Page range: 37 - 45

Received: Feb 24, 2023

Accepted: Mar 01, 2023

DOI: https://doi.org/10.15544/mts.2023.05

KeywordsBuying intention, Celebrity endorsement, Celebrity advertisement, Handwash, Purchase Pattern, Rural Buyers, Indian market

© 2023 Arun Bhadauria et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Keywords
Buying intention, Celebrity endorsement, Celebrity advertisement, Handwash, Purchase Pattern, Rural Buyers, Indian market