The Effect of Celebrity Endorsements on Consumer Purchase Intentions

Abstract

This study investigates the effect of celebrity endorsements on consumer purchase intentions, adopting a mixed-method research design integrating experimental surveys (n = 500) and qualitative interviews (n = 20). Grounded in the source credibility and meaning transfer models, the research tested the impact of celebrity attributes—trustworthiness, expertise, and attractiveness—on purchase intentions, while examining mediating roles of brand trust and consumer attitude, and moderating roles of age, gender, and cultural context. Quantitative results from regression and structural equation modeling revealed that celebrity endorsements significantly enhance purchase intentions, with trust and attitude acting as key mediators. Qualitative insights further confirmed that congruence between celebrity image and brand identity strengthens consumer attachment. Results also showed that younger consumers and women are more responsive to endorsements, while local celebrities outperform global ones in domestic contexts, though global celebrities carry stronger international appeal. Graphical analyses reinforced these findings, highlighting correlations between attractiveness, expertise, and purchase behavior, as well as the positive impact of repeated exposure. The study concludes that while celebrity endorsements remain powerful tools for enhancing purchase intentions, their success depends on careful strategic alignment and ongoing reputation management. These findings contribute to academic literature on consumer behavior and provide actionable insights for practitioners in designing effective endorsement strategies in both traditional and digital environments.