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The Impact of Celebrity Endorsements on Purchase Intention from the perspective of Emotional Contagion

  • Unique Paper ID: 163125
  • Volume: 10
  • Issue: 11
  • PageNo: 2959-2975
  • Abstract:
  • The purpose of this study is to understand the impact of celebrity endorsements on purchase intention and from the perspective of the Emotional Contagion. Since literature on celebrity endorsements show a positive impact on purchase intention, it is ideal to utilise a low-explored theory to test a different aspect of celebrity endorsements. The aim of the study was to understand the impact of the variables of pleasure emotion, arousal emotion, emotional trust and admiration derived from celebrity endorsements on purchase intention. The subjects for this study were equally split among males and females belonging to the Generation X. Qualitative methodology was the preferred methodology and in-depth interviews were used to collect data and thematic analysis was applied to analyse the data. The results indicated that while pleasure emotion, arousal emotion and admiration had a positive impact on the purchase intention, emotional trust remains subjective and inconclusive.
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Cite This Article

  • ISSN: 2349-6002
  • Volume: 10
  • Issue: 11
  • PageNo: 2959-2975

The Impact of Celebrity Endorsements on Purchase Intention from the perspective of Emotional Contagion

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8.01 (Year 2024)
UGC Approved
Journal no 47859

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