Impact of International and Local Celebrity Endorsements on Brand Credibility and Brand Loyalty

This study aimed to investigate the impact of endorsement with national and international celebrities in advertisements on brand credibility and brand loyalty. From this perspective, Vivo mobile (for national celebrity endorsement) and QMobile mobile (for international celebrity endorsement) were selected, while the two national and international celebrities included Babar Azam (National) and Esra Bilgiç (International). Primary data was collected from different people (having experience of purchasing QMobile mobile phone and vivo mobile phones) living in Pakistan, having different genders, educational backgrounds, and working experiences with different levels of income through an adopted questionnaire, containing items. The gathered data was analysed through multiple regressions. The findings of the study revealed earning (monthly income) as a significant variable that impacted the customer loyalty for both QMobile and vivo mobile. The study recommends the marketers to pay more attention to the market price rather than the celebrity endorsement to increase their credibility and customers’ loyalty.