The Effect of Celebrity Endorsement on Brazilian Consumer Behavior: Does it Really Matter?

Ricardo Boeing, Caroline Schurhaus


Currently in Brazil, Firms have increasingly used celebrities as endorsers in their advertising campaigns. This exploratory and quantitative research aimed to assess the impact of celebrity endorsement in consumers’ purchasing decisions. The data was compiled through a structured questionnaire administered by accessibility. Primarily, it was asked personal questions and then issues that addressed the topic, by using the Likert scale. Three statistical filters were created to analyze the answers without considering the consumers’ profile, and then, they were presented comparing the average profile and different respondents’ profiles. The results show that celebrity endorsement has an influence in consumers’ purchasing decisions.

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International Business Research  ISSN 1913-9004 (Print), ISSN 1913-9012 (Online)

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