Impact of national and international celebrity endorsement on consumer purchase intentions

Abstract

Celebrity endorsement has been one of the most prevalent marketing techniques employed by marketers to promote their brands. This paper aims to study the impact of national and international celebrity endorsement on consumer purchase intention towards high and low involvement products. An experimental research design has been implied in this research study. To test the influence of celebrity endorsement on consumer purchase intention, 150 university faculty members and students divided into six treatments were conducted. The results of this experiment show that buyers, when it comes to purchasing a low involvement product, can rely on ads which are endorsed by international celebrities. On the other hand, when there is a question of purchasing a high involvement product they trust market offerings that are being endorsed by national celebrities.