Please use this identifier to cite or link to this item: https://hdl.handle.net/2445/191696
A Comparative analysis on the Impact of Celebrity Endorsement on consumer purchase intentions of Fashion brands in India and Spain
Journal Title
Authors
Director/Tutor
Journal ISSN
Volume Title
Related resource
Abstract
In 20th century, there has been a change in customer’s attitude towards lifestyle. Consumers give a lot of importance to brands. This is because consumers have become more selective and are much more aware about the products, thanks to the noise created by certain advertisement medium such as radio, newspaper, magazines, hoardings and websites. To attain a competitive edge, marketers use celebrity endorsement as an effective marketing strategy in order to fit their products in consumer’s mind. The central aim of this research article is to understand certain parameters of celebrity endorsement that affect the consumer’s purchase intension in the fashion industry. In order to compare the influence of cultural differences, the study focuses on two countries: India and Spain.
The Indian sample consists of 249 respondents, while Spanish sample consists of 237 respondents. An online questionnaire was circulated containing two sections. The response was collected and processed with a statistical tool called STATA 16.1 using simultaneous equation (OLS). The results show a clear cultural influence on these two countries with respect to celebrity endorsement in fashion industry. The contributions of this research will help marketers to frame appropriate theory using celebrity endorsements, which will be fruitful for the brand on long-term basis.
Description
Treballs Finals del Màster de Recerca en Empresa, Facultat d'Economia i Empresa, Universitat de Barcelona. Curs: 2020-2021, Tutor: Rubén Huertas–García
Subject (English)
Citation
Collections
Citation
PATEL, Karan. A Comparative analysis on the Impact of Celebrity Endorsement on consumer purchase intentions of Fashion brands in India and Spain. [consulted: 8 of June of 2026]. Available at: https://hdl.handle.net/2445/191696