Abstract:

The influence of endorser type (celebrity and non-celebrity) and endorser credibility (high and low) on purchase intentions is investigated in this study. We investigated the role of attitude toward the advertisement and the brand in mediating the effect of attitude toward the brand. The experimental research design was used in our study. We created an experimental research design with a between-subject 2 (endorser type) x 2 (endorser credibility) factorial design. According to the findings, the celebrity endorser status featured in an advertisement indicates that consumers have higher purchase intentions. Furthermore, the endorser's credibility had a significant impact on purchase intention. On the other hand, attitudes toward brands did not mediate the relationship between attitudes toward advertising and purchase intentions.