European Academic Research ISSN 2286-4822
ISSN-L 2286-4822
Impact Factor: 3.4546 (UIF)
DRJI Value : 5.9 (B+)
Article Details :
Article Name :
Impact of Credibility of Celebrity Endorser on Purchase Intention and Advertising Effectiveness: Moderating Role of Experience
Author Name :
SAMIA MOQADDAS, SUMBAL ARIF, QASIM ALI NISAR1, ANAM BHATTI
Publisher :
Bridge Center
Article URL :
Abstract :
The purpose of this study is to examine the impact of credibility of celebrity endorser on purchase intention and advertising effectiveness by considering the moderating role of experience. Survey questionnaire method was used and data have been collected by adopting the non-probability convenience with sample size of 400. CFA and SEM statistical techniques have been for analysis. Results demonstrate that the credibility of celebrity endorser has significant and positive association with purchase intentions and advertising effectiveness. Moreover, findings revealed that experience significantly moderate on the relationship of credibility of celebrity endorser and purchase intentions. This study gives insight understanding regarding the crucial role of credibility of celebrity for advertising effectiveness and consumer buying behaviors.
Keywords :
Credibility of celebrity endorser, Purchase intention, Experience, Advertising effectiveness
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