Celebrity Endorsement and Purchase Intention: A Structural Equation Modeling Approach (original) (raw)
2019, Management Dynamics
This study tries to measure the impact of celebrity endorsement on purchase intention in Kathmandu City. Structured questionnaires were as administered to collect data. 200 samples were taken. Structure Equation Modeling was applied via EFA, CFA and SEM to refine the constructs, to validate the measurement model and to test hypotheses of structural model. This research confirmed that similarity, matching and familiarity of endorser’s are the major factors for increasing purchase intention in Kathmandu City. No support was established for expertise and trustworthiness to enhance purchase intention. This study contributes in marketing research that how celebrity influences purchase intention towards endorsed products or services.
Sign up for access to the world's latest research.
checkGet notified about relevant papers
checkSave papers to use in your research
checkJoin the discussion with peers
checkTrack your impact
Loading Preview
Sorry, preview is currently unavailable. You can download the paper by clicking the button above.