Credibility of Celebrity Endorsement and Buying Intentions an Evidence from Students of Islamabad, Pakistan

Abstract

Celebrity Endorsement has become one of the important tools in advertisement persuading customers. No study has been yet conducted in Pakistan to measure the impact of credibility of celebrity on the buying intentions of customers. This paper investigates the credibility of celebrity endorser influence on consumers buying intention and also whether the experience of celebrity with the usage of endorsed product matters to consumers or not. For this purpose Regression tests are used and questionnaire was distributed to respondents who were university students/scholars. Results show that the in celebrity endorsement, credibility of endorsing celebrity matters for the consumer before the endorsed product also the experience of the celebrity with that product usage. Companies using celebrity endorsement strategy for their promotion must carefully select the endorsing celebrity with relatively high credibility.