The Effect of Celebrity Endorsement, Perceived Quality, and Brand Loyalty on Purchase Intention

  • Mehreen Hassan Iqra University, Karachi, Pakistan
Keywords: Celebrity endorsement, attractiveness, brand loyalty, purchase intention


Purpose: The current study investigates the impact of celebrity endorsements on various dimensions including attractiveness, credibility, product match, perceived quality, brand loyalty, and purchase intention.
Methodology: Within the industry context, we gathered insights into market dynamics and challenges. A total of 316 participants responded to our survey, contributing to both practical and theoretical discussions.
Results: Our findings reveal an inverse relationship between independent and dependent variables, underscoring the significance of celebrity endorsements as an analytical tool.
Conclusion: These insights inform conclusions and recommendations aimed at enhancing the alignment between research findings and actionable strategies. Additionally, we observed a concurrent trend of technology adoption within the market.