The Impact of Celebrity Endorsement on Perceived Effectiveness of

Healthcare Products or Services

Presented by: Neelam Hirani, Yamna Hassan
Supervisor: Dr Asima Faisal

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 expressed 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 public 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 should be attractive to the target audience in certain aspects like physical
appearance, intellectual capabilities, athletic competence, and lifestyle. It 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.

Keywords: Celebrity Endorsement, Healthcare Industry, Perceived Effectiveness