Investigating the Impact of Product/Celebrity Match on Consumers' Purchasing Intentions of Real Estate in Egypt

Purpose: This study investigates the impact of product/celebrity match on consumers’ purchase intentions in the Egyptian real estate market. While celebrity endorsements are widely used across industries, limited research has explored their role in high-involvement sectors like real estate, particularly within developing countries.Methodology: A quantitative research approach was employed using a structured questionnaire distributed online to a sample of 384 Egyptian respondents. Data were analyzed using SPSS, including reliability, validity, frequency, and correlation analyses. Findings: The findings reveal a statistically significant relationship between product/celebrity match and purchase intentions, suggesting that alignment between a celebrity’s image and the real estate brand enhances consumer buying behavior.Implications: The study offers practical insights for marketers on selecting endorsers whose public personas align with the brand identity of the property being promoted.Originality: This research contributes original value by extending the application of the product match-up theory to an understudied industry and geographic context, providing empirical evidence from the underexplored Egyptian market.Subject Area: Business Management, Consumer Behavior, Marketing