Consumption Patterns and Behaviors Based on Physical Attributes of Brand Ambassadors
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Date
2024-10-19
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AAU
Abstract
This study aims to analyze the effects of brand ambassadors' physical attributes on consumer consumption patterns and behaviors, addressing the growing significance of influencer marketing in contemporary branding strategies. The research problem highlights the lack of comprehensive understanding regarding how the physical characteristics of brand ambassadors influence consumer attitudes and purchasing decisions, particularly in a rapidly evolving marketplace. Utilizing a quantitative research design, this study employed a crosssectional survey approach, gathering data from 384 respondents through non-probability sampling techniques was used due to the lack of access to have a list of the population being studied. From the types of non-probability sampling techniques, a convenience sampling was used in the research. Data analysis involved descriptive statistics, regression analyses, and reliability testing to ascertain the relationships between variables. Key findings revealed that cultural representation had the strongest influence on both consumption patterns and behaviors, followed by body type and perception towards the brand. Attractiveness and attitude towards brand ambassadors also showed significant positive effects, emphasizing the importance of these traits in shaping consumer perceptions. The study concluded that brand ambassadors play a crucial role in influencing consumer choices, with cultural relevance being particularly important. It is recommended that brands carefully select ambassadors who align with the cultural values and preferences of their target audience to maximize their marketing impact. Future research should explore how digital media influences the effectiveness of brand ambassadors in different market