Exploratory Factor Analysis and Confirmatory Factor Analysis on Consumer Perception about Celebrity Endorsement and Buying Behavior through Advertisement Media- India Context Data Set

This research article provides data on rural consumer’s perception about celebrity endorsement and buying behavior through celebrity advertising media. Using structured questionnaire as a survey instrument, 584 responses were collected from rural India population. Exploratory factor analysis was conducted to determine the underlying relationship of the items that represent major variability thus represent a factor whereas confirmatory factor analysis was conducted for factor structure of perception of celebrity endorsement and celebrity advertising media based on the set of measured observed variable. Additionally, correlation analysis was performed to study the relationship between observed variables of each factor.