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Keywords
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Celebrity endorsement, Expertise, Attractiveness, Reputation, Popularity, Trustworthiness, Purchase Intention, Advertising Attitude, Brand Attitude
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Abstract
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Background: The purchase intention is One of the stages buying decisions and shows the consumer's behavior to purchase a particular brand. The Consumer's Purchase Intention comes from Attitudes toward the Advertising and Brand attitudes. For this reason, today, companies are trying to use Celebrity Endorsement advertisers to positively influence the Attitudes toward the Advertising and Brand attitudes and toward advertising and subsequently increase purchase intention.
Aim: The main purpose of this research is to explain the impact of celebrity endorsement dimentions on consumer's purchase intention by mediating attitudes toward the advertising and brand attitudes.Therefore, in this study, the Impact of Celebrity Endorsement Dimentions (Expertise, Attractiveness, Reputation , Popularity , Trustworthiness) on the Consumer's Purchase Intention through the mediators of the attitude toward advertising and brand attitudes has been investigated. Methodology: This study is an operational research in term of the purpose and in term of the type of collecting data is a descriptive_ survey as a correlation type. The statistical population of the study consisted of male clear shampoo users in Bushehr. The sample size was stimated at 388 people. In this regard Non- random available sample was used. Conclusions: The findings of this research show that the six main hypotheses related to the effect celebrity endorsement on the attitude toward advertising, the effect celebrity endorsement on the brand attitude, the effect of attitude toward advertising on purchasing intention and the effect of brand attitude on purchasing intention and the effect of Celebrity endorsement expertise on the attitude toward advertising, The effect of celebrity endorsement attractiveness on the attitude toward advertising, The effect of celebrity endorsement attractiveness on the brand attitudes, The effect of celebrity endorsement reputation on the attitude toward advertising, The effect of celebrity en
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