Impact of Brand Ambassadors on Purchase Intention

This study examines the impact of brand ambassadors on intentional purchase behavior among consumers in the banking sector, with a focus on Maybank. It explores the influence of celebrity endorsements and the relationship between brand ambassadors and the consumer decision-making process. The research aims to understand consumer perception towards brand ambassadors' communication skills and brand awareness, as well as the relationship between these factors and consumer intentional behavior. The study also discusses the scope and limitations of the research.

Running head: IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
Influence of Brand Ambassadors and the Impact on Intentional Purchase Behavior among
Consumers in Banking Sector: Maybank
Name of the University:
Name of the Student:
Authors Note:

1IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
Table of Contents
Introduction......................................................................................................................................3
Background of Study...................................................................................................................3
Statement of the Research Problem.............................................................................................4
Research Objectives.....................................................................................................................6
Scope/Limitation of the Study.....................................................................................................6
Definition of Key Words.............................................................................................................7
Literature Review............................................................................................................................9
Introduction..................................................................................................................................9
Past Research Findings..............................................................................................................10
Theory of Consumer Behavior..................................................................................................11
Value Based Brand Theory........................................................................................................13
Concept of Brand Awareness and Brand Recall........................................................................14
Celebrity endorsements or brand ambassadors..........................................................................15
Consumer Purchase Decision....................................................................................................16
Consumer Decision-Making Process.........................................................................................17
Research Gap.............................................................................................................................20
Conceptual Framework..............................................................................................................20
Summary....................................................................................................................................21
References......................................................................................................................................23

2IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION

3IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
Introduction
Background of Study
Corporate and non-corporate companies’ implements unique promotional approaches in
attracting consumers (Abirami & Krishnan, 2015).These organizations always look for several
ways and techniques while they compare to their business rivals in order to deliver suitable
product offerings to the consumers. Creating a distinct strategy through employing marketing
mix serves as one of the major challenge in the current business environment. Within the modern
marketplace without employing the marketing strategy of brand ambassadors it’s quite difficult
to sell products. For ensuring effective brand recall the organizations select right person for right
product at right place for ensuring the brand’s sustainability in the competitive marketplace. In
prompting the brand, the brand ambassador is a celebrity or a well-connected person who
effective promotes or advertises a brand. These marketing personnel’s play a vital role in
communicating the corporate brands to the outside audiences (Gürhan-Canli, Hayran & Sarial-
Abi, 2016). This is for the reason that it is believed product sales are increasing in alignment
with the sale of advertisement media lines and most of the celebrity endorsement advertisement
focuses on the spokesperson on such advertisements. Celebrity promotional activity on the
behalf of the company is similar to support which positively impact organization’s image and s
associated with the relationships between the goals of a brand ambassador and companies
represented by them.
They act as the representative of a company that best portrays the service or the products.
Brand ambassadors form the public image of the brands those deliver promotional messages to
the public (Gürhan-Canli, Hayran & Sarial-Abi, 2016). Certain non-traditional marketing

4IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
organizations employ the brand ambassadors in campaigns for answering questions, getting
involved with the audiences along with increasing the brand awareness. Employing reputable
companies for supplying this type of staff facilitates organizations to maintain an exceptional
quality of applicants that considers the target demographics for reaching consumers in an
effective manner. Brand ambassador promotion strategy influences consumers through
communicating in effective manner. Consumers perceive brands to offer superior quality goods
if endorsed by their favorite personality (Wang, Kao & Ngamsiriudom, 2017)
Statement of the Research Problem
In the recent years, celebrity endorsement has increased the debate on where it actually
contributes the brand building process or whether it is another simple tool that makes the brand
highly visible in the minds of the consumers. Based on the background it can be stated that it s
observed that the competition within the banking industry persuades them to enhance their
marketing strategy. It is also indicated that the rising competition the financial institution sector
has implement effusive brand ambassador is celebrity advertising campaign. The banking
institutions in market implement in marketing strategies by banking institutions in Malaysia for
addressing difficulties in selling their products. Employing multiple brand endorsement can
result in increased confusion in consumers’ minds (Al-Busaidi, Scott & Moyle, 2018). Maybank
using brand ambassadors are not certain whether it is influencing consumers decision making
(Wheeler, 2017). In addressing such problem, consumers are likely to use Maybank products as
it is endorsed by their favorite celebrity will be analyzed.
There is an alarming rate of use of celebrity endorsement or brand ambassador for
advertising the banking services or financial products on various promotional mediums such as
television, bill boards, radios and social media. This is expanding more and more banking

5IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
organizations and researchers to analyze the impact of celebrity endorsement and in advertising
the banking services for increasing their sales volume and persuading consumers to develop
increased loyalty towards the banking services (Gürhan-Canli, Hayran & Sarial-Abi, 2016). In
addition, in the highly competitive global market the financial institutions are facing issues
related with attaining consumer loyalty and repeat purchase intention of their offerings that has
increase overhead costs o these banking institutions. To attain increased consumer retention rate
and intentional purchase behavior of them, the banking organizations are implementing
competitive promotional strategies along with marketing brands with endorsement of renowned
public celebrities.
Primary Research Question
The primary research question that is to be addressed after completion of the current research
is indicated below:
• What is the impact of brand ambassadors on intentional purchase behavior of consumers
in Maybank?
Secondary Research Questions
The secondary research question that is to be addressed after completion of the current
research is indicated below:
• What is consumer perception towards brand ambassadors communication skills?
• What is the consumer perception towards the communication skills of brand awareness?
• What is the concept of the consumer intentional behavior?

6IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
• What is the relationship between perceive communication skills of brand ambassador
along with consumer intentional behavior?
• What is the relationship between perceived brand awareness of Maybank and consumer
intentional behavior?
Research Objectives
The research objectives those are to be addressed through accomplishing the current study is
indicated below:
• To recognize consumer perception towards brand ambassadors communication skills
• To identify the consumer perception towards the communication skills of brand
awareness
• To identify the consumer intentional behavior
• To evaluate the relationship between perceive communication skills of brand ambassador
along with consumer intentional behavior
• To identify the relationship between perceived brand awareness of Maybank and
consumer intentional behavior
Scope/Limitation of the Study
The scope of current research is analyzing the effectiveness of brand ambassador
advertisement in banking institutions for increasing purchase intention and brand recall. The
current research will also have useful implications in employing the brand ambassador marketing
strategy for promoting the business along with appropriately deal with their values. Moreover,
the strategic band ambassador management can facilitate the banking organizations in increasing
consumer loyalty as they feel that the product and services are of incredible value (Gürhan-Canli,

7IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
Hayran & Sarial-Abi, 2016). The research will also explain that the strategic brand ambassador
management can facilitate in recognizing and establishing brand representation positioning,
planning along with executing brad ambassador advertising along with sustaining brand esteems
with managing brad positioning. Study limitation identified is analyzing impact of brand
ambassador promotion in persuading consumer purchase intention through analyzing case of one
financial institution “Maybank”. Another limitation is small sample size considered for analyzing
purchase intention and brand recall through ambassadors in financial institutions (Burmann,
Riley, Halaszovich & Schade, 2017)
Definition of Key Words
• Purchase Intention: The willingness of consumers to purchase products or services
based on certain internal and external factors (Durrani, Godil, Baig & Sajid, 2015).
Purchase intention is also defined as intentional purchase actions of the consumers
towards a particular brand over repeated duration. The purchase intention of the
consumers are persuaded by several internal and external factors including a trigger,
outcome expectation, inspirational value, recommendations along with emotional
connection with the brand. All such factors develops perceived value attained y the
consumers from a brand that persuades them to develop repeat and intentional purchase
intention (Gürhan-Canli, Hayran & Sarial-Abi, 2016).
• Brand Recall: The extent to which brand name is recalled as an aspect of brand, product
or service class. Brand recall can also be observed to have a vital role in ensuring that
more consumers are associated with the brand as purchase from it repeatedly. The brand
managers employ it as a qualitative measure in analyzing the most effective manner in
which brand recall is associated with type of products offered by the company. Brand

8IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
recall is also defined as the extent to which the brand name is redialed by the target
consumers of company as different from brad recognition (Durrani, Godil, Baig & Sajid,
2015). Company. Brand recall can be segmented into aided and unaided recall and in
aided brand recall it is measured the extent to which brand name is remembered when
actually its name is being discussed. However, unaided brand recall increases competitive
advantages of a brand over its rivals as it measures the intensity to which consumers
remember the brand before having mentioned previously. (NOT RELEVANT)
• Brand Awareness: Refers to the extent to which consumers are able to recognize a brand
that is a major consideration for consumer behavior and brand management (Dwivedi,
Johnson & McDonald, 2015). Brand awareness can also be denied as the level of
consumers’ consciousness towards an organization. It analyses the potential consumers’
capability to recognize a brand image along with associating it with certain company’s
services or products. Brand awareness is ensured by means of inbound along with
outbound marketing efforts. At the time the competition within the industry is high, brad
awareness can be one of the organizations greatest marketing efforts in increasing
purchase intention of target consumers.
• Brand ambassador: An individual who is hired by companies for representing a brand in
positive light for increasing brand sales (Gürhan-Canli, Hayran & Sarial-Abi, 2016).
Brand ambassador can also be defined as a marketing strategy tool employed by the
companies in communicating and connecting with community for attaining increased
sales and consumer retention. These marketing personnel’s play a vital role in
communicating the corporate brands to the outside audiences. This is for the reason that it
is believed product sales are increasing in alignment with the sale of advertisement media

9IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
lines and most of the celebrity endorsement advertisement focuses on the spokesperson
on such advertisements. Celebrity promotional activity on the behalf of the company is
similar to support which positively impact organization’s image and s associated with the
relationships between the goals of a brand ambassador and companies represented by
them (Gürhan-Canli, Hayran & Sarial-Abi, 2016). Relied on the existing theory it can be
stated that the brand ambassador can be employed as a reference in improving consumer
ratings along with their perception towards the brand as a whole.
Literature Review
Introduction
Huhn, Luzzi and Lundin, (2016) revealed that there is an important function of brand
ambassadors in the marketing plan and internal branding effort of the financial institutions.
Previous researches also revealed that companies employ brand ambassador promotion in
effectively enhancing brand image. The literature review revealed below will analyze the
previous researches carried out on the dependent and independent variables settled in the current
research. The dependent variable is considered to be brand ambassador promotion success and
the independent variables are brand recall, brand awareness and purchase intention. Several
theories and concepts related with brand ambassador promoting, consumer behavior toward
purchase intention and their impact within the banking section will be analyzed through
comparing and contrasting presented by several researchers previously. This section will
compare and contrast distinct viewpoints presented by previous researchers in their past
researches based on which the implication of brand ambassador advertising on increasing
consumers’ intention can be analyzed.

10IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
Past Research Findings
Research of Jain, (2017) indicated that consumers along with the financial initiations brand
ambassadors must be trustworthy in effectively communicating with consumers. Jones, (2017)
stated that brand ambassadors engage consumers emotionally that encourages them to feel they
are valued by financial institutions. Research of Katina and Saini, (2016) revealed that the brand
ambassadors communicate and promote information regarding products for building trust among
viewers. These researchers also carried out a study regarding the impact of brand ambassador on
the brand image along with the purchase intention. In that study, brand ambassador brand image
and purchase decision were considered as variables focused on which 139 questionnaires were
distributed among the participants. The research revealed that brand ambassador advertising
positively impacts an organizations brand image along with consumer purchase decision within
the banking industry. Focused on such findings celebrity endorsement most be considered as an
effective marketing strategy. Another previous research conducted by Osei-Frimpong, Donkor
and Owusu-Frimpong, (2019) on the impacts of celebrity companies congruence on audience
attitudes, preferences along with celebrity ratings for the goodwill ambassadors.
Variables employed within the research were trustworthiness, expertise, attractiveness along
with attitudes of consumers towards the companies and the goodwill ambassadors. From the
research it has been gathered that celebrity endorser can be implemented similarly to the
association between a goodwill ambassador and the commissioning company. In another
research carried out by Osei-Frimpong, Donkor and Owusu-Frimpong, (2019) it was elucidated
that the researcher attempted to analyze the impact of marketing stagiest based on branding
ambassadors on the consumer buying behavior on consumer goods products. In carrying out the
study a sample size of 67 males and 33 females were selected for their personal observation. The

11IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
results gathered from the research elaborated that the brand ambassador who famous a particular
consumer goods are considered as status symbols by the consumers that impacts their baying
behavior. Moreover, Osei-Frimpong, Donkor and Owusu-Frimpong, (2019) also carried out
study on the impact of celebrity endorsement on strategic brand management. The important
variables those were analyzed in this research included celebrity credibility, personality,
popularity along with celebrity communication. Within this study, a sample size of 50 marketing
experts was selected along with the market distributors. The study findings indicated that there is
a positive correlating between celebrity endorsement of the brand and brand strength within the
industry.
Theory of Consumer Behavior
Kaufmann, Loureiro and Manarioti (2016) revealed that consumer behavior theories
facilitates in analyzing the purchase intention of consumers and post purchasing attitudes.
Realizing consumer behavior issues enhances marketing campaigns effectiveness along with its
impact on their brand recall and awareness. Theory of reasoned action, motivation need and
impulse buying theory are consumer behavior theories. Lee, Yang, Mizerski and Lambert, (2015)
stated consumer behavior theories facilitates in producing purchase and brand awareness
behavior impacted from various promotional strategies.
Kaufmann, Loureiro and Manarioti (2016) defined consumer buying behavior as the process
through which people look for services or products that require and making better decision to
purchase the most suitable among them from the existing alternatives. For making the brand
ambassador marketing decision, the consumer behavior or baying process model must be
analyzed as this influences the choice of consumers. As per this model, the consumers go
through a number of stages in the purchasing process and there are several factors that impacts

12IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
their regular being process. Kaufmann, Loureiro and Manarioti (2016) added that the factors
impacting the buying behavior of the consumers based on encouragement from a brand
ambassador advertisement varies from person-to-person, age to age and area to area. Selecting
the most influential celebrity is necessary for ensuring consumers purchase intention along with
persuading their brand recall. This is for the reason that every society follows its own norms,
values and cultures. At various stages of life, the consumer preferences regarding banking
services requirement changes based on their age, needs, lifestyle, earning and psychological
factors. Such factors can be eternal as well as internal. Kaufmann, Loureiro and Manarioti (2016)
revealed some important factors those impact the buying behavior of the consumers within the
banking industry through being influenced by celebrity endorsements are indicted below:
 Cultural influences: Kaufmann, Loureiro and Manarioti (2016) stated that it is the
widest influence on buying behavior of consumers and for this reason the culture values
must be considered by the marketers in developing effective celebrity endorsement
promotional strategies and messages for attaining increased brand awareness and recall
intention among them.
 Social influences: Osei-Frimpong, Donkor and Owusu-Frimpong, (2019) revealed that
social influencers are observed to shape the buying behavior of the consumers as they are
affected by reference groups, social class and the family members.
 Family influences: Decision making by the families has an increased influence on
consumers buying behavior or brand recall intention.
 Psychological influences: Such influencers are associated with an individual’s
perception, motivation, learning and memory. It changes buying behavior of the
consumers through developing a perceived picture of the product in the consumers mind

13IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
through advertisements from their favorite celebrities. However, it can also e stated that
consumer buying behavior can also be impacted by distinct factors such as perceptions,
beliefs, personality, society, information choices, communication and preferences
impacted by a celebrity endorsement.
Value Based Brand Theory
Lou and Yuan, (2018) indicated that this theory is focused on developing long term
consumer value explained by value-based brands. Success of companies relies on value that is
delivered to consumers by brand through promotional strategies. Malik, Sudhakar and Rahman,
(2016) stated the theory argues that brand promotion strategies facilities in establishing and
maintaining long term relationships with consumers. These researchers also stated that the value
based brands deliver consumers with their desired values through integrating the brand platform
and programs for advancing consumers in attaining higher levels of achievement. The theory of
value based brand couture is highly followed in brand ambassador advertising as it focuses on
enhancing brand culture that further increase purchase intention among consumers. Osei-
Frimpong, Donkor and Owusu-Frimpong, (2019) added that value based brand positioning
strategies employed within the banking industry is based on the choice of a product or services
rather than based on any specific consumer segment. Célèbre endorsement marketing strategy if
implemented by the banking organizations can facilitate them in sustaining outsell as a value
brand aiming the consumers. Value based brands make a huge impact on enhancing repeat
purchase intention among consumers though increasing there brand awareness. Moreover, in
establishing the brand as value-based among the consumers, brand ambassadors can be
employed in making a connection among consumers and the brand. Osei-Frimpong, Donkor and
Owusu-Frimpong, (2019) stated this as cause related marketing campaigns the has an increased

14IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
potential to facilitate brands in connecting with consumers in a meaningful manner. Through
celebrity endorsement strategies, the consumers are able to perceive that the banking
organizations are making a positive impact on their minds regarding financial services offered by
them.
Concept of Brand Awareness and Brand Recall
Mosunmola, Kehinde and Mayowa, (2018) argued that increasing popularity of brand
ambassadors within marketing campaigns increases company’s ability of generating brand
awareness and strengthen brand image among consumers. Nelson and Deborah, (2017) stated the
brand recall refers to capability of consumers to suitably elicit a brand name when prompted by a
product category. Osei-Frimpong, Donkor and Owusu-Frimpong, (2019) revealed that brand
ambassadors increase brand recall through word-of-mouth effect influence to attain brand
differentiation and increase sales. These researchers have also revealed that celebrity
endorsements are observed to be impelled by the virtue of the motives such as intent brand
awareness and recall, defined celebrity values, effective brand image along with instate
credibility.
Osei-Frimpong, Donkor and Owusu-Frimpong, (2019) stated that brand recall is persuaded
by communicated brand message to consumers through release brand images, slogans and
taglines. It offers strength to the brand and the promotional messages those are to be
communicated must be highly reliable to making it easy to remember fur the consumers.
Moreover, it has also been revealed that brand recall comes after brand awareness as in this stage
the consumers attain increased awareness regarding the brand because of which they recall or
member a brand. They can recognize the brand by brand mane, logo, symbols or their
advertisement campaigns. Osei-Frimpong, Donkor and Owusu-Frimpong, (2019) elucidated that

15IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
the brand recall and awareness is very important when the consumers are nit existent within the
retail store or banking industry as this indicates that the consumers are just relying on their
memory for generating information. On the other hand, brand recall and awareness is considered
to be important in persuading consumers to purchase products as because of the existence of
several alternatives, the consumers can recognize a brand through brand logo, cortex and name in
purchasing a particular brand.
Celebrity endorsements or brand ambassadors
Celebrity endorsements or brand ambassadors would assist in creating a stronger emotional
relationship between a brand and an organization with the consumers indirectly. This would
develop the image of the product effect on product usage and purchase decisions. The brand
ambassadors would describe the process of the product usage and benefits out of it and the
reasons that the customers have to purchase this product. The brand is perceived by the
customers to be of superior quality, since their favorite personalities have endorsed it. Based on
the same, the consumers begin their endorsement as the indicator of superior quality for any
other brand.
By seeking the assistance of the brand ambassadors and business credibility, the attitude
of the customers is affected positively towards brand recall and advertisement. However, on
certain occasions, due to the over-popularity of the brand ambassadors, the response might be
negative to the brand. The rise in popularity of brand ambassadors within marketing campaigns
increases company’s ability of generating brand awareness and strengthen brand image among
consumers. As advocated byDwivedi, Johnson and McDonald (2015), the brand recall refers to
capability of consumers to suitably elicit a brand name when prompted by a product category. By
engaging in various brand endorsements, it might result in huge confusion in the minds of the

16IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
customers (Abirami & Krishnan, 2015). The end of utilizing brand ambassadors along with
enhancement of brand image would affect the purchasing decision of the consumers towards the
particular brand.
Consumer Purchase Decision
Few purchase decisions carry more value compared to other decisions; however, they
might have higher cost or higher risk. Hence, there would be difference in the amount of efforts.
With the help of purchase decision, an image of a consumer is produced that analyzes the
product attributes along with choosing the one solving the identified needs for the minimum cost
(Wijaya & Kusumawati, 2018). Consumption behavior and purchase decisions vary in different
product types and the emotional or situational needs drive the consumers.
The consumers along with the financial initiations brand ambassadors must be trustworthy in
effectively communicating with consumers. Jones (2017) stated that brand ambassadors engage
consumers emotionally that encourages them to feel they are valued by financial institutions.
From the research work of Katiyar and Saini (2016), it has been revealed that the brand
ambassadors communicate and promote information regarding products for building trust among
viewers.
Generally, consumer purchase decisions are of three kinds, which primarily include the
following:
Nominal decision-making
This decision is adjudged as habitual decision-making as well. It is a method of
undertaking purchase decisions without making efforts or with minimal efforts. This decision is
segregated further into two categories, which constitute of repeat purchase decision and brand

17IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
loyal purchases. In terms of brand loyal purchases, there has been development of an emotional
connection of the customers with the brand. This makes it difficult for the rivals to gain the
patronage of the consumers (Wheeler, 2017). However, the consumers are involved in repeat
purchases when they have low engagement in considering various brands. They tend to make
repeat purchases, since they are happy with the previous decision and thus, they decide without
effort in their next purchases. In addition, the consumers picture the products along with
assessing feeling regarding the usage of the product.
Limited decision-making
This takes into account the recognition of a problem with different probable solutions.
The customers undertake minimal effort and engagement to consider various solutions.
Extended decision-making
This is equivalent to the conventional decision-making process. The consumers start the
process in presence of complex purchase decision and risky consequences.
Consumer Decision-Making Process
This process considers five steps arising at the time the consumers face new and
complicated purchase situation involving the following:
Problem recognition:
Without recognizing any problem, decision does not make any importance. There is
occurrence of problem recognition at the time the consumers encounter an imbalance between
actual and desired states. The problems of the consumers could be either active or inactive
(Pegoraro, Scott& Burch, 2018). Active problem denotes the situation when the consumers are

18IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
aware, while inactive problem takes place when they are not aware. Therefore, the marketers
have to trigger the problem recognition for the consumers with the active problems.
Information search:
After the recognition of problem or need, the consumers look for information regarding a
number of alternatives for meeting the same. An information search could take place internally,
externally or both. In case of internal information search, pertinent information from long-term
memory is recalled for ascertaining satisfaction and characteristics of past or potential solutions
along with techniques of contrasting solutions. In case, the consumers could not arrive at a
decision, the external information search begins (Malik, Sudhakar& Rahman, 2016). The
external information could be gathered from commercial sources, personal sources, experiential
sources and independent sources.
Analysis of alternatives:
By obtaining more information, there has been increase in the awareness and knowledge
of existing brands of the consumers. The information search needs to yield some groups of
alternatives. Such alternatives are deemed as awareness sets and they are divided into three sub-
categories. The initial category is the inner set, in which the opinions of the customers are neutral
and they are open to positive information. The second category is the inept set containing the
brands, which the customers are aware of and holding negative perceptions (Durrani et al.,
2015). The final category is the consideration set or evoked set that includes the brands to be
evaluated by the consumers for finding solution to a specific problem.
Purchase decision:

19IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
In this phase, the consumers do not decide to undertake purchase simply. The decision
process might be of three types, which might be undertaken by the consumers. Affective choice
is based on immediate emotional response to the product. The consumers picture the products
along with assessing the feeling regarding the usage of the product. On the other hand, attitude-
based choice takes into consideration the utilization of general impressions, attitudes, intuitions
and no comparisons of attributes. If the motivation is lower to undertake ideal decision, there is
more chance of occurrence of attitude-based choice (Gürhan-Canli, Hayran& Sarial-Abi, 2016).
Finally, attribute-based choice needs the knowledge of particular attributes during purchase and
it takes into account attribute comparisons and analyses. However, this process needs more time
and efforts than the other two processes.
The consumers are involved in repeat purchases when they have low engagement in
considering various brands. They tend to make repeat purchases, since they are happy with the
previous decision and thus, they decide without effort in their next purchases.
Post-purchase behavior:
This is the stage where the consumers undertake additional action after purchase
depending on the level of satisfaction or dissatisfaction. At the time of purchasing products, the
consumers have the expectations of certain outcomes from such purchases. For brand recall,
organizations select suitable person for right product at right place so that the brad can sustain
the stability within competitive world. In ensuring same, the brand ambassadors will explain the
usage of products along with advantages and explaining the reasons for consumers to purchase
the product. If they identify any inconsistency between their performance and expectations, there
is occurrence of a tension termed as cognitive dissonance.

20IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
Research Gap
From analyzing the previous research it has been observed that there exists a gap in
analyzing the effectiveness of brand ambassador advertisement on the brand recall and purchase
intention of the consumers within the banking industry. Another gap that has been revealed
through the research is that effectiveness of frequent use of highly renowned entertainment stars
expressing several jingles aimed at sale promotion has not been taken into consideration in
previous researchers (Durrani, Godil, Baig & Sajid, 2015). Considering such research gap, the
current research well focus on addressing such gap through analyzing the role purpose and the
endorsement strategies used by the celebrities for attracting consumers towards the brand.
“Influence of Brand Ambassadors and the Impact on Intentional Purchase Behavior among
Consumers in Banking Sector” will be studied through analyzing the case study of Mabank. In
addition, for bridging the gap, the research will also analyses the ways in which celebrity
endorsements through n active public figure can increase trust among consumers regarding the
offerings of Maybank. In discussing the same, Fazura as the brand ambassador face of Maybank
will be considered in monitoring the effect of celebrity endorsement on brand awareness and
increased repeat purchase intention rate.
Conceptual Framework
The conceptual framework indicated above indicates the impact of dependent variable
like brand ambassador promotion on the independent variables such as purchase intention, brand
recall and brand awareness. From the framework it can be explained that brand ambassador
promotion can enhance the brand value and brad perception of the company. Such promotional
strategy is deemed to increase brand recall, brand awareness and purchase intention of the
consumers as they are likely to consider brand as a vital part of product with branding adding

21IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
value to the offerings (Rahman, 2018). For brand recall, organizations select suitable person for
right product at right place so that the brad can sustain the stability within competitive world. In
ensuring same, the brand ambassadors will explain the usage of products along with advantages
and explaining the reasons for consumers to purchase the product (Singh & Banerjee, 2018).
Figure 1: Conceptual Framework
(Source: Authors Note)
Summary
The scope of current research is analyzing the effectiveness of brand ambassador
advertisement in banking institutions for increasing purchase intention and brand recall. The
current research will also have useful implications in employing the brand ambassador marketing
strategy for promoting the business along with appropriately deal with their values. The literature
review conducted revealed that celebrity endorsements or brand ambassadors would assist in
creating a stronger emotional relationship between a brand and an organization with the
consumers indirectly. This would develop the image of the product effect on product usage and
Intentional
Purchase
Behavior
Brand
Ambassador
Communication
Skills
Brand
Awareness

22IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
purchase decisions. The brand ambassadors would describe the process of the product usage and
benefits out of it and the reasons that the customers have to purchase this product. The brand is
perceived by the customers to be of superior quality, since their favorite personalities have
endorsed it. Based on the same, the consumers begin their endorsement as the indicator of
superior quality for any other brand.
It has also been revealed that the consumers are involved in repeat purchases when they
have low engagement in considering various brands. They tend to make repeat purchases, since
they are happy with the previous decision and thus, they decide without effort in their next
purchases. From analyzing the past researches it has been gathered that there is an alarming rate
of use of celebrity endorsement or brand ambassador for advertising the banking services or
financial products on various promotional mediums such as television, bill boards, radios and
social media. This is expanding more and more banking organizations and researchers to analyze
the impact of celebrity endorsement and in advertising the banking services for increasing their
sales volume and persuading consumers to develop increased loyalty towards the banking
services.

23IMPACT OF BRAND AMBASSADORS ON PURCHASE INTENTION
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