Investigating the Impact of Emotional Attachment to Celebrity Endorser on Endorsed Product Purchase Intention Among Celebrity Fans: The Mediating Role of Brand Attractiveness and Quality

Abstract

The purpose of this paper is to investigate whether brand attractiveness or product quality mediate the impact of celebrity attachment on fans’ purchase intention. An online survey was conducted involving 248 consumers who identified themselves as members of BTS; a K-Pop popular South Korean singing group; but haven’t purchased the investigated brand endorsed by the celebrity. Attachment to celebrity was found not to directly affect intention to purchase advertised product. The impact of celebrity attachment on purchase intention was also fully mediated by brand attractiveness and product quality. Interestingly, brand attractiveness has a stronger impact on purchase intention than product quality does. Marketers should consider the use of popular celebrities with a strong connection with their fans when advertising their brands; as emotional bonding with the celebrity helps brands to be considered as attractive and high quality; which in turn can lead to purchase intention.