Discover how celebrity endorsement advertisement impacts consumer purchasing behavior in the case of Pepsi-Cola

Abstract

In the business area, the competition among enterprises always forces companies to think about how to improve their product, how to make a better mix based on its equity. Different strategies sometimes can judge the future trend for the companies. According to the 4Ps, promotion is a crucial element for a company to have an impact on its commercial activities (Sujan and Bettman, 1989). One of the most effective strategies is celebrity endorsement advertisement, which is popular in the Chinese market combining social culture. This study will concentrate on Pepsi- Cola in the Chinese market and its application of celebrity endorsement advertisement. Some vital elements the celebrity endorsement advertisement creates will also be concerned. This study digests the quantitative relationships between celebrity endorsement advertisement, the factors which celebrity endorsement advertisement creates, and the purchasing behavior.