The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.
The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective
Abstract
This study investigates the impact of celebrity endorsement and the moderating effect of negative publicity on consumer purchase intention or attitudes in an emerging market. Employing a quantitative research design, 500 respondents were surveyed using a structured questionnaire. The findings indicate that a celebrity endorser who has attributes such as attractiveness, trustworthiness, and familiarity has a positive influence on consumer’s perception of quality, purchase intentions, and brand loyalty. However, celebrity endorser’s negative publicity had no moderation effect on consumer purchase intention. This article provides key theoretical and practical implications for researchers and practitioners on the use of celebrity endorsers.
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Cites
An assessment of the use of partial least squares structural equation modeling in marketing research
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-011-0261-6 · Cited by 8,088
A study of normative and informational social influences upon individual judgment.
Deutsch, M., & Gerard, H. B. (1955) · The Journal of Abnormal and Social Psychology · doi:10.1037/h0046408 · Cited by 4,819
Ohanian, R. (1990) · Journal of Advertising · doi:10.1080/00913367.1990.10673191 · Cited by 4,043
Specification, evaluation, and interpretation of structural equation models
Bagozzi, R. P., & Yi, Y. (2012) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-011-0278-x · Cited by 3,735
An empirical comparison of the efficacy of covariance-based and variance-based SEM
Reinartz, W., Haenlein, M., & Henseler, J. (2009) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2009.08.001 · Cited by 2,906
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000) · Journal of Advertising · doi:10.1080/00913367.2000.10673616 · Cited by 1,301
The cultural relativity of the quality of life concept
Hofstede, G. (1984) · The Academy of Management Review · doi:10.5465/amr.1984.4279653 · Cited by 1,257
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Cited by
Gao, X., Xu, X.-Y., Tayyab, S. M. U., & Li, Q. (2021) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2021.101087 · Cited by 283
Hameed, F., Malik, I. A., Hadi, N. U., & Raza, M. A. (2023) · Online Journal of Communication and Media Technologies · doi:10.30935/ojcmt/12876 · Cited by 48
Metadata
- Authors
- Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N.
- Venue
- Journal of Marketing Theory and Practice
- Publisher
- Informa UK Limited
- Published
- 2019-01-02
- Volume
- 27
- Issue
- 1
- Pages
- 103-121
- ISSN
- 1069-6679 (ISSN-L)
- 1944-7175
- OpenAlex
- W2913648781
- Cited by
- 255
- References
- 9
- FWCI
- 34.56
- Type
- journal article
- Language
- en
- Open access
- closed
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- Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice. https://doi.org/10.1080/10696679.2018.1534070
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
