The moderating effect of price perception on celebrity endorsement and purchase perception: a study on emirates airlines, Dubai

Indranil Bose, University of Bolton, Ras Al Khaimah, UAE
Jayanta Banerjee, Christ University, Karnataka, India
Abstract
The purpose of this paper is to develop an understanding of the moderating effect of price perception and to evaluate the impact of celebrity endorsement on the purchase intention for Emirates Airline. The research draws upon factors primarily focused on the three variables which are signified though critical reviews and collection of secondary data. Most prior researches on purchase intention and its relation with price perception and celebrity endorsement undermine the role of price perception when a celebrity is involved. However, unlike many other markets, the market of United Arab Emirates (UAE) is full of diversity. This provides the opportunity to examine the difference in attitudes towards the subject of research across the population. Upon examination of different theories and data analysis, it becomes clear that the participants are significantly swayed by the price perception leading to purchase intention. It is also known that with a positive perception of price the role of celebrity endorsement can also be easily magnified.

Keywords: Moderating effect, price perception, celebrity endorsement, purchase intention, Emirate Airline

Suggested citation: Bose, I. & Banerjee, J. (2019). The moderating effect of price perception on celebrity endorsement and purchase perception: A study on Emirates Airlines, Dubai.  Skyline Business Journal, 15(2), 13-29. https://doi.org/10.37383/SBJ14021902

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Notes on contributors
Indranil Bose is a PhD in business management with specialization on strategic industrial relations in labour intensive sector. He is also a Fellow of Higher Education Academy (FHEA), UK. His areas of expertise include industrial relations, Human Resource Development, Strategic HRM, Change Management,   challenges of decent work practices in informal sector employment    etc. He is a seasoned academician with almost two decades of experience of full time teaching and research in higher and professional education in business management in UAE and in India.  He has also been awarded with ‘Turn-it-in Global innovation Honourable Mention for writing with integrity’ from the Middle East and North Africa region in 2017. His research contributions in the areas of industrial relations environment analysis, job security and trade unionism, issues of expatriation of workforce,  changing dynamics of regulatory challenges in strategic HR in international business and such have been well accepted in academic fraternity.
 
Jayanta Banerjee is a PhD in business management with specialization on consumer behavior, branding and strategic management. His areas of expertise include branding, technology adoption in marketing, strategic management etc. He has also been an Erasmus exchange Scholar and has visited UK on short teaching assignment in 2018. He has been engaged in teaching, learning and research in business management for almost two decades in prestigious universities and institutions in India. He has significant research contributions in the areas of brand switch over tendency in convenience segments, technology adoption in marketing strategy and such. Dr. Banerjee is a regular invited speaker in several professional and academic platforms on his research domain in India.
Suggested citation
Bose, I. & Banerjee, J. (2019). The moderating effect of price perception on celebrity endorsement and purchase perception: A study on Emirates Airlines, Dubai.  Skyline Business Journal, 15(2), 13-29. https://doi.org/10.37383/SBJ14021902