Influence of Celebrity Endorsements on the Purchase of Ice Cream during Covid Pandemic

A. Saldanha
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引用次数: 0

Abstract

Covid 19 had a devastating effect on the Indian ice cream sector, resulting in a huge reduction in ice cream sales. The current study focuses on the possibility of the use of celebrity endorsement by ice cream brands to revive sales. The objectives of the study are to find whether celebrity endorsement influences the frequency of ice cream purchase. The study further investigates the relationship of demographic variables like age, gender, and income on the influence of celebrity endorsement on consumers' purchase intention. 480 respondents of various age groups, genders, and income groups were a part of this study. The respondents were chosen from the South Indian states of Karnataka and Kerala. The results of the study indicate that celebrity endorsement influences the purchase frequency of ice cream by consumers. The study found that perception of celebrity endorsement influence on purchase intention varied among respondents of different gender and income groups respectively. However, no such difference in perception concerning celebrity influence was observed among respondents of various age groups.
新冠疫情期间名人代言对冰淇淋购买的影响
2019冠状病毒病对印度冰淇淋行业产生了破坏性影响,导致冰淇淋销量大幅下降。目前的研究重点是冰淇淋品牌利用名人代言来重振销售的可能性。本研究的目的是发现名人代言是否会影响冰淇淋的购买频率。本研究进一步探讨了年龄、性别、收入等人口统计变量对名人代言对消费者购买意愿影响的关系。480名不同年龄、性别和收入群体的受访者参与了这项研究。受访者来自印度南部卡纳塔克邦和喀拉拉邦。研究结果表明,名人代言影响消费者对冰淇淋的购买频率。研究发现,不同性别和收入群体的受访者对名人代言对购买意愿影响的认知存在差异。然而,在不同年龄段的受访者中,对名人影响力的认知并没有这种差异。
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