The Impact of Celebrity Endorsement on Perceived Effectiveness of Healthcare Products or Services

Mohsina Hussain*, Neelam Sadruddin Hirani **, Neelam Sadruddin Hirani ***
Periodicity:March - May'2020

Abstract

Celebrities are exceedingly persuasive people whose whereabouts and verdicts are watched and often emulated by followers in wide range. Many celebrities use this fame and recognition to appear in prominent social standing and to offer medical advice or endorse healthcare products, this trend is becoming evident greatly. The aim of the study is to examine the role of celebrity endorsement on brand image in the healthcare industry. We performed quantitative study and used questionnaires to collect data from general public who are probable healthcare consumers. We aimed to target 175 participants through convenience sampling, however 120 participants provided consent to participate in the study. Statistical Package for Social Science (SPSS) version 20 was used to analyze and evaluate the data congregated from the participants. It was identified that trustworthiness and credibility of celebrities are the most persuading features on the brand. Furthermore, participants also uttered that companies do brand endorsement with the help of celebrities to compete the competitors. Thus it can be concluded that there is a positive and negative affect on consumers of the endorsed brand as per the image of celebrity. This indicates that celebrity with influential civic image will effortlessly augment company acceptance likewise celebrities with meager image are impediments to company image in healthcare industry. It has been also identified that celebrity endorsement creates positive image and give huge exposure to the healthcare brand increasing its consumers. This study recommends that the endorser or assenter should be attractive to the target audience in certain facets like bodily appearance, knowledgeable capabilities, athletic competence, and lifestyle. It has been evidenced that associate endorser that seems enticing features a bigger likelihood of enhancing the customers‟ memory of the whole that he or she endorses.

Keywords

Celebrity Endorsement, Healthcare Industry, Perceived Effectiveness

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