Effect of Celebirity Endorsement on Consumers Purchase Intention in the Mediation Effect of Brand Image

Abstract

Findings – Research findings some hypotheses associated with this study were accepted (celebrity expertise, celebrity likeability) where celebrity had a major influence on the intent of purchase for the consumer in terms of brand image. While the others were rejected (celebrity trustworthiness, celebrity attractiveness), It was also found that there is an important and direct correlation between brand image and customer buying intention.