Journal of Interdisciplinary Studies in Communication and Media

Journal of Interdisciplinary Studies in Communication and Media

How Does Celebrity Endorsement Affect Behavioral Intentions? The Moderating Role of Perceived Value

Document Type : Research Paper

Authors
Morteza Maleki MinbashRazgah 1
Fatemeh Tafreshi 2
Hadi Ghazvini 3
1 Associated Professor, Department of Business Management , Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran, (Corresponding Auther)
2 M. A. in Business Management, Faculty of Management and Accounting, Tehran University, Tehran, Iran
3 Ph.D in Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan. Iran.
10.22034/jiscm.2024.384397.1487
Abstract
One of the most popular advertising strategies is using celebrity endorsers, and the goal of this research paper is to evaluate the impact of the benefits of celebrity endorsement and examining the moderating effect of the perceived value of utilitarian and hedonic products. The present study’s method was quantitative and a sample of 220 people from two groups of consumers of utilitarian products (Ronix products) and hedonic products (Bijan products), each group consisting of 110 people, was formed. In order to examine the effect of celebrity endorsement on behavioral intentions, two advertisements by Mr. Milad Keymaram for Ronix products and Mr. Amin Hayaei for Bijan products were used, and the structural equation modeling technique was applied to evaluate the research hypothesis. Finally, the moderating effect of the perceived value was evaluated in the two groups of consumers of utilitarian products and those of hedonic products. The findings of the study show that the type of product and the perceived value of the consumer for hedonic and utilitarian benefits moderate the sales promotion tools in utilitarian products on purchase intention and do not have a moderating effect in the hedonic group. It was also found that celebrity endorsement is effective on consumers' behavioral intentions in both groups and brand image plays a mediating role in the relationship between celebrity endorsement and behavioral intentions in the utilitarian perceived value group. The findings of this study can be useful for marketers to develop an effective behavioral intention promotion strategy by considering the different impact of the perceived value classification of sales promotion benefits products.
Keywords
Celebrity Endorsement
Behavioral Intentions
Brand Attitude
Perceived Value
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