Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior: evidence from rural consumers of India.

Research on celebrity endorsements has been exhaustive. The purpose of this article is to empirically investigate the influence of celebrities on buying behavior and the role of perceived risk as a moderator in the relationship between perception of celebrity endorsements and perceived quality and perceived value. The article also investigates the perceived risk as a moderator in the relationship between perceived quality, perceived value, and buying behavior. Using a structured instrument, data are collected from 400 adult customers from rural areas in India and analyzed using hierarchical regression technique. Results show that perception of celebrities significantly and positively influence the perceived quality of the product, perceived value of the product, and brand image. The results also show that perceived quality and brand are positively related to buying behavior. Further, hierarchical regression results showed that perceived risk moderates the relationships between (a) perception of celebrity endorsement and perceived quality, (b) perception of celebrity endorsement and perceived value, (c) perceived quality and buying behavior, and (d) perceived value and buying behavior. Implications for advertising and practicing managers are discussed. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Marketing Theory & Practice is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)