Impact of Islamic Scholars as Celebrity Endorser on emotional attitude towards brand

Abstract

The Purpose of the research paper is to investigate the effect of Islamic Scholars as celebrity endorser on customer emotional attitude towards brand. Two Islamic celebrities were taken for study namely Sch1 (Junaid Jamshed) and Sch2 (Dr. Amir Liaquat). Data was collected from 100 respondents via questionnaires, incorporating Celebrity endorsement and emotional attitude towards brand. Celebrity endorsement covered three dimensions namely attractiveness, expertise and trustworthiness. Correlation and regression analysis was then employed to examine the relationship, association and effect of the variables on each other. In order to study comparative analysis t-Test was employed. Results indicated a strong, positive and significant association between attractiveness, expertise and trustworthiness on emotional attitude towards brand. Regression results specified that attractiveness, expertise and trustworthiness affect emotional attitude towards brand positively and significantly. The t-Test results indicated that attractiveness and trustworthiness level was significantly different in two celebrities -high level in case of Sch1. Research has yet not examined celebrity endorsement and its effect on emotional attitude towards the brand from the perspective of Islamic scholars as celebrity endorsers. The current study is the first of this type as per our knowledge. Managers can effectively utilize the research findings of the current study as in today's modern world brand is a critical asset of the company. The present research proves that celebrity endorsement is an effective and efficient tool. On the basis of the research findings it can be argued that celebrity endorser should be one who is considered to be credible on the basis of attractiveness, expertise and trustworthiness.