Impact of Brand Ambassadors on Purchase Intention

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
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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

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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?