Celebrity Endorsement and Consumer Purchase Intentions

Authors

  • Adnan Anwarl
  • Dr. Tariq Jalees

Abstract

Due to the cluttering of advertisements, it has become extremely difficult for marketers  to get the attention of consumers. Marketers across the world are now relying on celebrity  endorsements. Advertising messages endorsed by celebrities provide a higher degree of  appeal, attention and recall than those endorsed by non-celebrities. Many earlier studies  have measured the eï¬ectiveness of celebrity endorsement and there is limited evidence on  the effect of celebrity endorsement on purchase intention. Thus, the aim of this study is to  measure the eï¬ect of credibility, attractiveness and congruency on purchase intention. The  sample size for this study was 150 and the sampling approach was purposive. The study found  that the strongest predictor of purchase intention was congruency followed by credibility and  attractiveness.  Keywords: Celebrity endorsement, Celebrity attractiveness, Consumer purchase intention.  

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Published

2017-09-20