The Effect of Celebrity Endorser Selection on Consumer Purchase Intention
- Ayesha Mateen Khan
- khanayeshamateen@gmail.com
- Senior Pharmacist, Shaukat Khanum Memorial Cancer Hospital and Research, Lahore, Pakistan
- Marium Mateen Khan
- marium.mateen@iobm.edu.pk
- Assistant Professor & HoD Entrepreneurship Department, Institute of Business Management, Lahore, Pakistan
- (Corresponding Author)
Submitted
November 22, 2023
Accepted
November 22, 2023
Accepted
November 22, 2023
- Received
- 4 March 2024
- Revised
- 17 May 2024
- Accepted
- 22 November 2024
Abstract
While companies often use celebrity endorsement to increase their sales, they fail to realize that
the selection of the endorser greatly influences consumer purchase intention. Consequently, they may end
up using an endorser based solely on their popularity, with a poor match between the product/brand and
the endorser. This study explores the factors of celebrity endorsement that significantly influence purchase
intention. A sample of 560 survey respondents was used to collect data. Closed-ended questionnaires were
distributed in person and online. SmartPLS was used for data analysis. The results indicate that
product/brand and celebrity match plays a significant role in influencing all other variables of celebrity
endorsement, namely the credibility of the endorser and meaning transfer, which then influences the
consumer’s intention to purchase the product. Therefore, marketers in Pakistan should focus on the three
pillars of celebrity endorsement: the product/brand and celebrity match, credibility, and meaning transfer.
Specifically, giving primary importance to the product/brand and celebrity match while designing an
advertisement is crucial.
Keywords
Celebrity endorsement
product celebrity match-up
meaning transfer
attractiveness
trustworthiness
expertise
This work is licensed under LJB.
- Citation
Khan, M, M., & Khan, A. M. (2024). The Effect of Celebrity Endorser Selection on Consumer Purchase Intention. The Lahore Journal of Business, 12(1), 91-112.
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