Ebrahim Rajabpour

Background: In today’s competitive world, the use of celebrity endorsers has become one of the most important marketing tools to attract consumers’ attention. The presence of celebrities can enhance the brand image and influence consumers’ purchase intention. However, merely relying on celebrity fame does not guarantee success; rather, consumers’ attitudes toward the endorsers and their level of brand awareness play a key role in shaping purchase intention. Previous studies, however, have mostly focused on direct relationships and paid less attention to the mediating role of these variables. Purpose: The main purpose of this study was to investigate the effect of celebrity endorsement on consumers’ purchase intention, mediated by attitude toward the celebrity endorser and brand awareness. Methodology: This study employed a quantitative approach using structural equation modeling (SEM), was applied in nature, and descriptive-survey in method. The statistical population included all followers of Hadi Choopan on Instagram as well as consumers of Evogen sports supplements, from which a sample of 384 individuals was selected using the Krejcie–Morgan table. The sampling method was non-probability and convenience-based. Data were collected through a questionnaire and analyzed using structural equation modeling with SPSS 22 and PLS 3 software. Findings: The findings indicated that celebrity endorsement has a significant effect on consumers’ purchase intention. Celebrity endorsement also significantly affects attitude toward the celebrity endorser and brand awareness. Furthermore, both attitude toward the celebrity endorser and brand awareness have a significant effect on consumers’ purchase intention. In addition, celebrity endorsement influences purchase intention indirectly through the mediating roles of both attitude toward the celebrity endorser and brand awareness. Conclusion: The results revealed that celebrity endorsement not only directly affects consumers’ purchase