Anmerkungen:
In: Zafar, W., & Ghouri, A. M. (2016). Impact of celebrity wndorsement and perceived product quality on brand loyalty. International Journal of Social Sciences and Management Studies, 3(1), 1-9
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments March 1, 2016 erstellt
Beschreibung:
Celebrity endorsements have been a contemporary way to gain consumer loyalty as people use to relate their lives with the celebrities. People may perceive some of the brands as reliable or of high quality while may perceive few products in a negative way. The purpose of this research is to establish a relationship of celebrity endorsement and perceived product quality to achieve brand loyalty. A sample of 406 respondents are engaged for the study and asked to fill survey questionnaire. The data is analyzed by help of SPSS, correlation and multiple regression tests are used for analyses to generate results. The results indicate that there is a positive relationship between perceived product quality and brand loyalty, the impact of celebrity endorsement is not statistically significant on the brand loyalty with the finding that celebrity endorsement seems to have no role on brand loyalty