The Effect of Celebrity Endorsement on Consumer Purchase Intention: The Mediating Role of Brand Loyalty

Abstract

Celebrity endorsement is a widely used tool for marketing communication strategy. Taking into consideration the increasing role of celebrity endorsement our study examines three dimensions of celebrity endorsement, including trustworthiness, expertise and attractiveness, with the mediating role of brand loyalty as a predictor of consumer purchase intention. For this, we explored the relationships among these variables to test a conceptual model which is developed using existing knowledge available in academic research on this topic. Findings from a survey of 351 respondents advocate that celebrity credibility is a very strong key to increasing purchasing intentions of cellular brands. The study has important implications for the expansion of current literature, theory development and business practices. Limitations of the study are also outlined, and directions for future research are considered too.