Abstract:
The principal objective of this study was to investigate the effect of celebrity
endorsement on consumer buying behavior in the case of Good Baby Diaper. The study
tried to probe the buying behavior of consumers in Good Baby Diaper product. The
study made use of the Ohanian source credibility model and Product match-up
hypothesis, to formulate the conceptual framework which contains four independent
variables. It was hypothesized that, perceived celebrity attractiveness, perceived
celebrity trustworthiness and perceived celebrity/product matchup, significantly
influences the buying behavior of consumers in Addis Ababa. A survey was done on 351
respondents drawn through convenience sampling method, directly from those shopping
Good Baby Diaper. Data was collected through questionnaires, from shoppers and
consumers of the products under investigation, to put the conceptual model into the
empirical test. The study used SPSS Version 23 for data analysis and descriptive and
inferential statistical techniques were used to analyze the data to arrive at the findings
put forward. All-independent variables, with expertise being the exception,
(attractiveness, trustworthiness and product/celebrity matchup) support the
hypothesized significant and positive contribution on consumers' buying behavior in
Good Baby Diaper. As for expertise, its influence on consumer buying behavior of Good
Baby Diaper was found to be positive, but insignificant.
