Impact of Celebrity Endorsement Attributes on Consumer Purchase Intention
Author (s)
Mohammad Ahsan Uddin
Abstract
This study investigates the influences of celebrity attributes on purchase intention through regression analysis. The purpose of the research is to discern the impacts of celebrity trustworthiness, physical attractiveness, congruence, and familiarity on consumer behavior. The results reveal significant findings regarding the predictors’ effects on purchase intention. Notably, celebrity trustworthiness emerges as a robust predictor, while physical attractiveness also exerts a significant influence. In contrast, celebrity congruence exhibits a weaker association. Furthermore, celebrity familiarity emerges as a significant predictor. These findings underscore the differential impacts of various celebrity attributes on purchase intention, emphasizing the pivotal roles of trustworthiness and likeability in shaping consumer behavior. The implications of these results suggest that marketers should carefully consider these attributes when employing celebrity endorsements in marketing strategies.
Keywords: Celebrity endorsements, Purchase intention, Consumer behavior, Trustworthiness, Physical attractiveness, Familiarity.
| Title: | Impact of Celebrity Endorsement Attributes on Consumer Purchase Intention |
|---|---|
| Author: | Mohammad Ahsan Uddin |
| Journal Name: | International Journal of Science and Business |
| Website: | ijsab.com |
| ISSN: | ISSN 2520-4750 (Online), ISSN 2521-3040 (Print) |
| DOI: | https://doi.org/10.58970/IJSB.2452 |
| Media: | Online |
| Volume: | 40 |
| Issue: | 1 |
| Issue publication (Year): | 2024 |
| Acceptance Date: | 14/09/2024 |
| Date of Publication: | 16/09/2024 |
| PDF URL: | https://ijsab.com/wp-content/uploads/2452.pdf |
| Free download: | Available |
| Page: | 199-213 |
| First Page: | 199 |
| Last Page: | 213 |
| Paper Type: | Research paper |
| Current Status: | Published |
Cite This Article:
Uddin, M. A. (2024). Impact of Celebrity Endorsement Attributes on Consumer Purchase Intention, International Journal of Science and Business, 40(1), 199-213. DOI: https://doi.org/10.58970/IJSB.2452
Retrieved from https://ijsab.com/wp-content/uploads/2452.pdf
About Author (s)
Dr. Mohammad Ahsan Uddin, Assistant Professor, Department of Business Administration, Premier University, Chittagong, Bangladesh. ORCID: https://orcid.org/0009-0002-7553-8393
DOI: https://doi.org/10.58970/IJSB.2452