Impact of Celebrity Endorsement Attributes on Consumer Purchase Intention

This study investigates the influences of celebrity attributes on purchase intention through regression analysis. The purpose of the research is to discern the impacts of celebrity trustworthiness, physical attractiveness, congruence, and familiarity on consumer behavior. The results reveal significant findings regarding the predictors' effects on purchase intention. Notably, celebrity trustworthiness emerges as a robust predictor, while physical attractiveness also exerts a significant influence. In contrast, celebrity congruence exhibits a weaker association. Furthermore, celebrity familiarity emerges as a significant predictor. These findings underscore the differential impacts of various celebrity attributes on purchase intention, emphasizing the pivotal roles of trustworthiness and likeability in shaping consumer behavior. The implications of these results suggest that marketers should carefully consider these attributes when employing celebrity endorsements in marketing strategies.