The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective

This study investigates the impact of celebrity endorsement and the moderating effect of negative publicity on consumer purchase intention or attitudes in an emerging market. Employing a quantitative research design, 500 respondents were surveyed using a structured questionnaire. The findings indicate that a celebrity endorser who has attributes such as attractiveness, trustworthiness, and familiarity has a positive influence on consumer's perception of quality, purchase intentions, and brand loyalty. However, celebrity endorser's negative publicity had no moderation effect on consumer purchase intention. This article provides key theoretical and practical implications for researchers and practitioners on the use of celebrity endorsers.