Examining the Effect of Celebrity Endorsement on Purchase Intention by Mediating Role of Brand image, Attitude and Advertising Believability

Document Type : Research Paper

Authors

1 Department of Business Management, Faculty of Business and Economics, Persian Gulf University, Bushehr, Iran

2 Department of Business Management, Persian Gulf University, Bushehr, Iran

3 Department of Business Management, Faculty of Business and Economics, Persian Gulf University، Bushehr،Iran

Abstract

The purpose of this study is to examine the effect of celebrity endorsement on consumers purchase intention through brand image, attitude toward the celebrity and advertising believability.The peresent study is an applied research and regarding data collection is discriptive survey and correlation type.The target population of the study were consumers of Delpazir products in Bushehr.The sampling method was convenience sampling and the data collection tool was questionnaire. The questionnaires were distributed among 408 mentioned consumers. The validity of the questionnaire was confirmed by content validity and reliability by Cronbach's alpha coefficient. The data analysed through the Smart PLS software.The finding of this study shows that the celebrity endorsement has a positive and significant effect on the consumer's purchase intention.The celebrity endorsement has a positive and significant effect on the three mediating variables including the brand image, the advertising believability and the attitude toward the celebrity. Also, the brand image, the advertising believability and the attitude toward the celebrity have a positive and significant effect on the purchase intention.Jel clacification: M41,G11

Keywords

References

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