Browsing by Author "Tooray, Jenasha."

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Exploring consumers’ perceptions of using celebrity endorsers to advertise cosmetics in the Chinese beauty industry.
(2020) Govender, Keriscia.; Tooray, Jenasha.
This study aims to explore consumers’ perceptions of using celebrity endorsers to advertise cosmetics within China’s beauty industry. A plethora of research has established that a favourable celebrity endorser has the power to persuade consumers into making a purchase of a cosmetic product, by enhancing an organisations’ brand image, brand loyalty and brand awareness. Seeing as China’s female consumers represent a lucrative market segment for marketing teams to infiltrate within the beauty industry, a questionnaire was administered for the purpose of uncovering whether a relationship exists between the use of celebrity endorsers as an advertising strategy and consumers’ perceptions of celebrity endorsers; and to determine the impact that this relationship has regarding an organisation’s brand image, brand loyalty, brand awareness and Chinese media platforms and coverage on consumers’ purchase intentions and perceptions. A sample of 217 consumers from a popular cosmetic franchise named Sephora located at six shopping malls in Dalian, North of China, was extracted for data collection using the convenience sampling technique. The data collected was evaluated in order to test the hypotheses of the study and the researcher employed both descriptive and inferential statistics. The empirical findings indicate that a significant difference exists among consumers’ perceptions of celebrity endorsers, Chinese media platforms and coverage within the beauty industry, celebrity endorsers’ influence on brand image, brand loyalty and brand awareness. It was also discovered that Chinese consumers are inclined to purchase a cosmetic product if the celebrity endorser is famous, white-skinned and from a western country. The results generated from this study created a framework which elucidates the recommendations for enhancing the understanding of consumers’ perceptions of celebrity endorsement. This framework is beneficial to marketing teams who aspire to improve advertising strategies, brand image, brand loyalty, brand awareness, and achieve an inordinate amount of media coverage using popular social media platforms in China.
Young consumers’ purchase intentions towards plant-based products during the global climate crisis and Coronavirus pandemic.
(2024) Tooray, Jenasha.; Ellis, Deborah Ann.
The COVID-19 pandemic and climate crisis have impacted individuals’ purchasing habits across many sectors. Plant-based products are one of the burgeoning sustainable products demanded by consumers. This research investigated the traditional green behaviour antecedents, namely environmental knowledge, environmental concern, attitude towards plantbased products, moral attitude, subjective norm and perceived behavioural control influencing plant-based product purchase intention, relative to health consciousness and concerns about the COVID-19 pandemic, not considered by previous South African research, to address the climate crisis in an emerging economy that is most vulnerable to climate change. A conceptual framework was developed, based on an extension of the Theory of Planned Behaviour. Data was collected through the personal administration of questionnaires, from registered students at the five UKZN campuses. The positivist paradigm and cross-sectional quantitative, descriptive-correlational empirical research method were applied. Quota sampling resulted in 381 respondents. Exploratory factor analysis, descriptive analysis and structural equation modelling were employed. The data revealed that plant-based product adoption among young South African consumers is still in its infancy, albeit gaining momentum, as this cohort intends purchasing plant-based products for ecological reasons. The direct positive and significant predictors of influencing plant-based product purchase intention were subjective norm, moral attitude, and attitude towards plant-based products; with environmental concern, environmental knowledge, and concerns about the COVID-19 pandemic serving as predictors of influencing plant-based product purchase intention through attitude towards plant-based products. By understanding these factors, green marketers can devise appropriate tactics that support and promote influencing plant-based product purchase intention. This study also contributes evidence of young consumers’ plant-based product purchase intentions and underscores the need for climate change education, plant-based product awareness and government intervention, thereby increasing young consumers’ knowledge and willingness to adopt plant-based products during two major social issues facing mankind today.