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Romanian Consumer Preferences for Celebrity Endorsement TV Ads for Romanian and Global Apparel Brands

General problems of the fibre and textile industries

Authors:

  • Gabor Manuela Rozalia
    Economic Sciences Department, Faculty of Economic and Law, Sciences and Technology of Tîrgu Mureș, “George Emil Palade” University of Medicine, Pharmacy, Mures county, Romania
  • Cristache Nicoleta
    Faculty of Economics and Business Administration, Dunarea de Jos” University of Galati, Galati, Romania
  • Oltean Flavia Dana
    Economic Sciences Department, Faculty of Economic and Law, Sciences and Technology of Tîrgu Mureș, “George Emil Palade” University of Medicine, Pharmacy, Mures county, Romania

Nr DOI: 10.5604/01.3001.0014.3792

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Abstract:

In the context of contemporary society, the behaviour of the consumer is influenced to a great extent by models that appear in advertisements. Romanian clothing companies should take into account that globally they are competing against top brand companies with proven marketing strategies and which make use of celebrity endorsements in order to increase the value of their brands and to strengthen their image. The research purposes are as follows: (1) to empirically test – by using non-parametric statistics and through a convenience sampling and self-administrative questionnaire – Romanian consumers’ preferences for using celebrity endorsements in fashion clothing TV advertisements both for Romanian and global brands, (2) to measure customers’ brand loyalty, (3) customers’ awareness, and (4) consumers’ purchase intentions towards brands. A set of five research hypotheses was tested. Our results validate the international ones. These results fill a gap in the little empirical knowledge available on celebrity endorsements in Romania.

Tags:

TV advertising, celebrity endorsements, global apparel brands, non-parametric statistics, Romanian clothing brands.

Citation:

Gabor MR, Cristache N, Oltean FD. Romanian Consumer Preferences for Celebrity Endorsement TV Ads for Romanian and Global Apparel Brands. FIBRES & TEXTILES in Eastern Europe  2020; 28, 6(144): 8-14. DOI: 10.5604/01.3001.0014.3792

Published in issue no 6 (144) / 2020, pages 8–14.

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