CELEBRITY ENDORSEMENT AND ACTUAL PURCHASE OF CONSUMERS ON BELLA COSMETIC PRODUCTS

This paper aims to study celebrity endorsement and actual purchase of consumers on Bella cosmetic products. This study is conducted by collecting structured questionnaires to 255 members of Bella Fan page who have been using or used Bella products. This study found that most of Bella users are middle age, educated and employed in private companies. It is also found that celebrity endorsed advertisements are more effective at attracting people as compared to non-celebrity advertisements. Results of this paper indicates that celebrity endorsement include physical attractiveness, trustworthiness, expertise which have a positive effect on actual purchase. Attractiveness of the celebrity is the biggest contributor on celebrity endorsement. Customers recognize the celebrities who have beautiful, fair complexion, nice gesture and smart when doing Bella products endorsement. Myanmar people like celebrity endorsed advertisements. Customers interest to try Bella products and consider to buy because of positive image of brand and their favorite celebrity endorsing it. Celebrity endorsement have a positive and significant effect on purchase intention and actual purchase of consumers on Bella cosmetic products