IJSRP, Volume 10, Issue 6, June 2020 Edition [ISSN 2250-3153]
Rarina Mookda, Sanan Waheed Khan, Sirichanok Intasuwan, Sirikanya Chotchoung
Celebrity endorsement is widely used tool for marketing communication strategy. Taking into consideration the increasing role of celebrity endorsement our study examines three dimensions of celebrity endorsement, including trustworthiness, expertise and attractiveness, with mediating role of brand loyalty as predictors of consumer purchase intention. For this, we explored relationships among these variables to test a conceptual model which is developed using existing knowledge available in academic research on this topic. Findings from a survey of 351 respondents advocate that celebrity credibility is a very strong key to increasing purchase intentions of cellular brand. The study has important implications for the expansion of current literature, theory development and business practices. Limitations of the study are also outlined, and directions for future research are considered too.