Impact of Celebrity Endorsement on Brand Recall: A Comparative study of Male and Female

Abstract

The objective of this study is to find out the relationship between celebrity endorsement and brand recall and find the impact of different demographics of both genders on brand recall and celebrity endorsement. Primary data was collected through close-ended questionnaires that were filled by the students, professors, executives & professionals in Karachi. This research study has a sample size of 293 respondents. 14 questions addressed Total Celebrity Endorsement whereas 17 questions were grouped to find Total Brand Recall. The findings of this research show celebrity endorsement are directly and significantly linked to the brand recall. Furthermore, the research shows that both males and females are more or less equally attracted to celebrity endorsed advertisements. Research results show that males are more likely to remember the attributes of a brand as compared to Female. It was also found that impact of age and qualification is significantly different in both genders for Brand Recall and Celebrity Endorsement. This research has implications for marketers and owners of the businesses.