The Impact of Celebrity Endorsement on Customers’ Purchase Intention

Authors

  • Rabiatul Adawiyah Ahamad, Adaviah Mas’od, Zuraidah Sulaiman

Abstract

This study investigates the impact of celebrity endorsement on customers’ purchase intention. Celebrity endorsement is a phenomenon that has been widely used by businesses to targeting their potential customers. Employing a quantitative research design, 125 sets of completed questionnaire have been collected and then analysed by Statistical Package for the Social Science (SPSS). Celebrity endorsement is made up by four pillars which are credibility, attractiveness, product/celebrity match-up and meaning transferred. The findings indicated that a celebrity who has attributes such as credibility, attractiveness and meaning transferred will positively influenced customers’ purchase intention. Based on multiple regression analysis results, meaning transferred is the best predictor among all variables. This research indicate that customers are allured on celebrity endorsed in advertisement and ultimately leads them to recall the endorsed brand much easier because of the appearance of celebrity on those advertisements.

Index Terms—Attractiveness, celebrity endorsement, celebrity match-up, credibility, meaning transferred, purchase intention.

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Published

2020-05-18

Issue

Section

Articles