Abstract

 

The Impact of Celebrity Endorsement on Perceive Perceived d Effectiveness of  Healthcare Products or Services Presented by: Neelam Hirani, Yamna Hassan Supervisor: r !sima "aisal

!bstract:

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 1! participants through convenience sampling, however 1"# participants  provided consent to participate in the study. study. $tatistical %ac&age for $ocial $cience '$%$$( version "# was used to analy)e and evaluate the data congregated from the participants. *t was identified that trustworthiness and credibility of celebrities are the most persuading features on the brand. +urthermor +urthermore, e, participant participantss also expressed that companies do brand endorsement endorsement with the help of celebr celebriti ities es to compet competee the competi competitor tors. s. Thus Thus it can be conclud concluded ed that there is a  positive and negative affect on consumers of the endorsed brand as per the image of celebrity. celebrity. This indicates that celebrity with influential public image will effortlessly augment company accept acc eptance ance li&ewi li&ewise se celebr celebriti ities es with with meager meager image image are impedi impedimen ments ts to compan company y image image in healthcare industry. *t has been also identified that celebrity endorsement creates positive image and give huge exposure expo sure to the healthcare brand increasing its consumers. This study recommends that the endorser should be attractive to the target audience in certain aspects li&e physical appearance, intellectual capabilities, athletic competence, and lifestyle. *t has been proven that an endorser that appears attractive has a greater chance of enhancing the customers memory of the  brand that he or she endorses. -eywords Celebrity /ndorsement, 0ealthcare *ndustry, %erceived /ffectiveness