May 31, 2024
Majid Esmaeilpour

Majid Esmaeilpour

Academic Rank: Associate professor
Address: Department of Business Management, Faculty of Business and Economics, Persian Gulf University, Shahid Mahini Street, Bushehr, Iran Zip code: 7516913798,
Degree: Ph.D in Marketing Management
Phone: 07731222136
Faculty: School of Business and Economics

Research

Title
Examining the Effect of Celebrity Endorsement on Consumer's Purchase Intention by Mediating Brand image, Attitude toward the Celebrity and Advertising Believability
Type Thesis
Keywords
تاييدكننده مشهور، قصد خريد، تصوير برند، باورپذيري تبليغ، نگرش به تاييدكننده مشهور
Researchers Majid Esmaeilpour (Primary advisor) , Manijeh Bahrainizad (Advisor)

Abstract

Background: One type of buying behavior is the consumer's purchase intention. By recognizing the factors affecting consumers' purchasing intention, strategies that increase their purchasing can be developed and presented products in a better and more efficient way according to the needs and desires of consumers. Today, marketers use the celebrity endorsement in advertising as an effective strategy, by creating a positive attitude of consumers toward celebrities in advertising, improving the brand image by celebrity endorsement in the minds of consumers and Also, gaining the audience's trust and making the ad believable can affect and increase consumers' intention to buy. Objective: The main purpose of this study is to examine the effect of celebrity endorsement on consumer's purchase intention by mediating brand image, attitude toward the celebrity and advertising believability to be able to offer and provide effective solutions for marketing managers to increase consumer's purchase intention through advertisements by celebrities. Methodology: The present study is an applied research and regarding data collection is descriptive survey and correlation type.The target populations for the study were consumer's of Delpazir products in Bushehr. The sample size was estimated at 384 people. The questionnaire was distributed among 450 consumer's of Delpazir products in Bushehr through available non-random sampling method and results were analyzed through the SPSS25 and PLS3 software. Conclusions: The finding of this study shows that the celebrity endorsement has a significant effect on the consumer's purchase intention. Also, the celebrity endorsement has a significant effect on the three mediating variables that include the brand image, the advertising believability and the attitude toward the celebrity. The indirect effect of the celebrity endorsement on the consumer's purchase intention through mediating variables was also confirmed. The results indicate that one of the