Effectiveness of Celebrity Endorsement Advertisements: The Role of Customer Imitation Behaviour

摘要

This study explores the mediating role of customer imitation behaviour in the relationship between customer buying behaviour and determinants of effective celebrity endorsement advertisements. Along with major celebrity characteristics, the study has incorporated personal characteristics and characteristics of customers' social environment as antecedents to imitation. The article shows that attractiveness and credibility of the celebrity affect the attitude towards advertisements through the mediating role of imitation behaviour, implying that celebrity advertisements can be created in ways that stimulate customer imitation. The article further demonstrates that celebrities for endorsements can be selected according to personal characteristics of the target audience. Finally, the study reinforces the role of attitude towards celebrity advertisement in shaping the purchase intentions of customers.