THE IMPACT OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION

Abstract

The study seeks to explore the celebrity endorsement and the attributes of celebrity as celebrity attractiveness, celebrity expertise and consumer attitude towards the advertisement and their impact on purchase intention. The increasing trend of celebrities in advertisements is the one of the reasons to conduct this research. The results are expected to have the positive impact of celebrity endorsement and the attributes of celebrity and its impact on purchase intention and attitude towards advertisement as mediator. Present studies are about the factors such as trustworthiness, celebrity as an endorser, and credibility of celebrity. However, this study will elaborate the concept of celebrity endorsement and celebrity attributes and their impact on attitude towards advertisement and impact on purchase intention. The questionnaire is adopted from the base articles and data is collected from 301 rco^ondcnts for coircct data some ofthem was excluded might be due to some reasons from respondents and the data of this research is primary. The data is collected from both males and females through by using online google forms and through by physical efforts by distributing one on one questionnaires to the respondents. The majority of participants are the young and energetic people of Pakistan so that demographics could help to future practitioners and researchers to understand the perception of youngsters through by studying this research. Due to have increasing interest of celebrity in advertisements and celebrity as an endorser of product and service in the field of marketing.