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Cited by 10Consumer Perception and Purchasing BehaviorConsumer Behavior in Brand Consumption and IdentificationMedia, Gender, and Advertising

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Celebrity endorsements, whitening products, and consumer purchase intentions: A review of literature

Khan, Aima, Sabir, Raja Irfan, Majid, Muhammad Bilal, Javaid, Muhammad Umair, Anwar ul Haq, Muhammad, Mehmood, Hamid·2022·Journal of Cosmetic Dermatology
DOI 10.1111/jocd.14903
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Abstract

Purpose The purpose of this study was to examine how much celebrity endorsement stimulates skin color racism in the cosmetics industry. Design/methodology/approach The data were collected from Google Scholar and Web of Science published articles, and researchers had chosen 45 research articles. Some of the research articles used a quantitative research approach while others had used qualitative research approach. And for the current study, content analysis has been used. Findings The study finds that celebrity endorsement does influence and promote racism, implying that when celebrities promote fairness products, people perceive themselves inferior due to darker skin tone that gives birth to the notion of racism. Brand Image intervenes in the relationship between Celebrity Endorsement and Racism, and also, intervenes in the relationship between Celebrity Endorsement and Purchase Intention. Limitations This study is only limited to Google Scholar and Web of Science directory. Only forty-five articles were taken from 2001 to 2021 year. Real examples were taken from all over the world, but especially from the Less Developed countries like Pakistan and India due to the huge population, rising income, and surging cosmetics industry. Hence, the findings of this study cannot be generalized to the Technologically Advanced Countries. Implications It is obvious that firms design advertisement campaigns that can get consumers' attention. For this purpose, they engage celebrities to evok…

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Metadata

Authors
Khan, A., Sabir, R. I., Majid, M. B., Javaid, M. U., Anwar ul Haq, M., & Mehmood, H.
Affiliations
  • University of Central Punjab (PK)
  • Sultan Zainal Abidin University (MY)
  • Lahore Garrison University (PK)
  • University of Gujrat Gujrat Pakistan
Corresponding author
Majid, Muhammad Bilal
ORCID
Venue
Journal of Cosmetic Dermatology
Publisher
Wiley
Published
2022-03-22
Volume
21
Issue
10
Pages
4194-4204
ISSN
  • 1473-2130 (ISSN-L)
  • 1473-2165
DOI
10.1111/jocd.14903
OpenAlex
W4220926121
Cited by
10
References
2
Citations by year
2025: 1 · 2024: 7 · 2023: 2
FWCI
0.40
Type
journal article
Language
en
Open access
closed
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations
  • Journal of Cosmetic Dermatology (publishedVersion)
  • PubMed (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Gender Studies › Media, Gender, and Advertising
Keywords
celebrity endorsement, skin whitening products, purchase intention, brand image, cosmetics advertising, consumer perception
MeSH terms
Consumer Behavior, Famous Persons, Humans, India, Intention

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