Impact Of Celebrity Endorsement And Brand Credibility On Consumer Purchase Intentions
Author: Muhammad Ahsan Akram

This study aimed to study the relationship of celebrity endorsement, brand credibility and consumer purchase intentions. The purpose was to find impact of celebrity endorsement on consumer purchase intentions. Four dimensions of celebrity endorsement are examined with purchase intentions. Mediation of brand credibility was checked with the relation of all four dimensions of celebrity endorsement and purchase intentions. This research was conducted in Faisalabad. Non-probable sampling technique is adopted for data collection and 300 questionnaires are considered valid for analysis of result. SPSS 20.0 was used for regression and correlation analysis. The results show that all four dimensions have significant relationship with purchase intentions while brand credibility mediates in relationship of brand congruency and purchase intentions. The results show low impact on celebrity endorsement on purchase intention in scenario of Faisalabad. More specifically, the consumers’ intentions get change when they interacted with the advertisement of brand with effective credibility. Supervisor:- Ms. Fizzah Khalid Butt

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Keywords : Attractiveness, Brand Congruency, Brand Credibility, Celebrity endorsement, Credibility, Expertise, Purchase Intentions
Supervisor: Fizzah Khalid Butt

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