A study on antecedents of founder endorsement and their impact on brand equity and consumer buying intentions in jewellery industry

The current research measures the impact of the attractiveness of founder endorsement on brand equity and consumer buying intentions in the jewellery industry. A jewellery purchase decision is related to investment, social esteem, beauty, and aesthetic aspects. Considerable costs in terms of monetary and psychic are involved. In the chosen brand understudy, the founder endorsement states that prospective jewellery buyers can photograph the gold ornament in any competitor’s retail outlet along with price, making charges and depreciation value and inviting the buyers to compare with his brand with the other brands.

A structured questionnaire was designed to capture the impact of founder endorsement on brand equity and the effect on buying intention on a sample of 302. Confirmatory factor analysis was conducted to find the relationship among the constructs.

The findings reveal that attractiveness positively influences likability, meaning, and recall and these determinants, in turn, impact consumer buying intention.

The study indicates that founders can promote their products to effect positive consumer buying intention. An analytically proved model and outcomes from the analysis would enable marketers to plan an effective marketing communication strategy.