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首页> 外文期刊>Open Journal of Social Sciences >Impact of Celebrity Endorsement on Brand Conscious Consumers: A Case Study in Pakistan
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Impact of Celebrity Endorsement on Brand Conscious Consumers: A Case Study in Pakistan

机译：明星代言对品牌意识消费者的影响：以巴基斯坦为例

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Celebrity endorsement of brands is gaining popularity in the Pakistani markets. Most Pakistani brands gain popularity if any celebrity advertises their products and gets the attention of consumers. There are multi-million industries in the World. Brands usually use celebrities in their advertisement to increase their sales and change the point of view of consumers, which positively impact on their buying behavior. This research focuses on the celebrity endorsement and its impact on the brand conscious consumers and on their point of views regarding the brands. A quantitative method is used. The data of 263 respondents are collected through questionnaire and the results are analyzed using SPSS (Statistical Software). The students of Govt. College Women University Sialkot have been selected as respondents to know their point of view regarding celebrity endorsement on brand conscious consumers. It is noticed that brands advertised by celebrities are more attractive than the brands that are not advertised by celebrities. Moreover, products advertised by celebrities show a positive relationship with the buying behavior of consumers and help in brand promotion.
机译：品牌的名人代言在巴基斯坦市场越来越受欢迎。如果有任何名人宣传他们的产品并引起消费者的关注，大多数巴基斯坦品牌就会受到欢迎。世界上有数百万个行业。品牌通常在广告中使用名人来增加销售量并改变消费者的观点，这对他们的购买行为产生积极影响。这项研究的重点是名人代言及其对注重品牌的消费者的影响，以及他们对品牌的看法。使用定量方法。通过问卷调查收集了263名受访者的数据，并使用SPSS（统计软件）对结果进行了分析。政府的学生。大学女子大学锡亚尔科特大学被选为受访者，以了解他们对有品牌意识的消费者进行名人代言的观点。注意到，由名人广告的品牌比没有名人广告的品牌更具吸引力。此外，由名人做广告的产品与消费者的购买行为呈正相关，并有助于品牌推广。

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