Measuring the impact of celebrity endorsement on consumer behavioural intentions: a study of Malaysian consumers

  • Wei K
  • Li W
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Abstract

This paper examines the impact of celebrity endorsement on Malaysian
consumers' behavioural intentions. Source attractiveness, source
credibility and the fit between the endorser and the endorsed product
are discussed and examined. An empirical study is carried out which uses
stimulus materials that involve a sport shoe brand and a fitness centre.
The dataset is analysed using a series of multivariate analyses and a
model subsequently constructed using structural equation modelling. The
findings indicated that source attractiveness and credibility are
essential for celebrity endorsement effectiveness. However, the fit
between the endorser and the product is not found to be significant.
Nonetheless, this fit has an indirect effect on consumers' behavioural
intentions, via the shared variances with source attractiveness and
credibility.

Author-supplied keywords

  • behavioural intention
  • celebrity endorsement
  • structural equation modelling

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Authors

  • Khong Kok Wei

  • Wu You Li

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