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    1. A study on the Lebanese jewelry industry found that celebrity attractiveness positively impacts ad recall, especially when the celebrity matches the product. However, attractiveness had no significant effect on purchase intention, as consumers were more interested in the celebrity than the product. Celebrity credibility did positively influence both ad recall and purchase intention by making the celebrity seem trustworthy and knowledgeable about jewelry. 2. A comparative study found that celebrity endorsements are increasingly common in developed and developing countries. For mobile phones, men's purchase intention is most affected by the endorser's likeability, personality, attractiveness, and experience, while women are more influenced by likeability, attractiveness, and credibility. 3. A study on

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    Celebrity Influences

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    1. A study on the Lebanese jewelry industry found that celebrity attractiveness positively impacts ad recall, especially when the celebrity matches the product. However, attractiveness had no significant effect on purchase intention, as consumers were more interested in the celebrity than the product. Celebrity credibility did positively influence both ad recall and purchase intention by making the celebrity seem trustworthy and knowledgeable about jewelry. 2. A comparative study found that celebrity endorsements are increasingly common in developed and developing countries. For mobile phones, men's purchase intention is most affected by the endorser's likeability, personality, attractiveness, and experience, while women are more influenced by likeability, attractiveness, and credibility. 3. A study on

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    © All Rights Reserved
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    9 views2 pages

    Research, (Online) 4 (1) - Available at

    Uploaded by

    Tong Phuong Linh
    1. A study on the Lebanese jewelry industry found that celebrity attractiveness positively impacts ad recall, especially when the celebrity matches the product. However, attractiveness had no significant effect on purchase intention, as consumers were more interested in the celebrity than the product. Celebrity credibility did positively influence both ad recall and purchase intention by making the celebrity seem trustworthy and knowledgeable about jewelry. 2. A comparative study found that celebrity endorsements are increasingly common in developed and developing countries. For mobile phones, men's purchase intention is most affected by the endorser's likeability, personality, attractiveness, and experience, while women are more influenced by likeability, attractiveness, and credibility. 3. A study on

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    of 2

    1. Hani, S., Marwan, A. and Andre, A. (2018).

    The effect of celebrity endorsement on consumer


    behavior: Case of the Lebanese jewelry industry. Arab Economic and Business Journal, [online]
    13(2), pp.190–196. Available at:
    https://www.sciencedirect.com/science/article/pii/S2214462518300586.

    - Celebrity endorser attractiveness has a positive effect on consumer’s ad recall (jewelry


    advertisements with celebrities tend to be recalled more, especially celebrities who match with
    the product)

    - Celebrity endorser attractiveness has no significant effect on consumer’s purchase intention


    (people followed the ad to gaze at the celebrities and not at the promoted product)

    - Celebrity endorser credibility has a positive effect on consumer’s ad recall and purchase
    intention (The society might consider celebrity endorser as an honest, trustworthy and has
    experienced in jewelry -> incites the consumer’s willingness to buy the promoted product)

    2. Abbas, A., Afshan, G., Aslam, I. and Ewaz, L. (2018). The Effect of Celebrity Endorsement
    on Customer Purchase Intention: A Comparative Study. Current Economics and Management
    Research, [online] 4(1). Available at:
    https://www.researchgate.net/profile/Aamir-Abbas-6/publication/322987493_The_Effect_of_Cel
    ebrity_Endorsement_on_Customer_Purchase_Intention_A_Comparative_Study/links/
    5a7afa28aca2722e4df602dd/The-Effect-of-Celebrity-Endorsement-on-Customer-Purchase-
    Intention-A-Comparative-Study.pdf.

    - The trend of celebrity endorsement is increasing rapidly in developed and developing countries

    - Purchase intention of male customers for mobile phone is affected by endorser likeability,
    personality, attractiveness and experience

    - Purchase intention of female customers for mobile phone is affected by likeability,


    attractiveness and credibility of celebrity
    3. Ahmed, Dr.R.R., Seedani, S.K., Ahuja, M.K. and Paryani, S.K. (2015). Impact of Celebrity
    Endorsement on Consumer Buying Behavior. SSRN Electronic Journal, [online] 16. Available
    at: https://papers.ssrn.com/sol3/Delivery.cfm?abstractid=2666148.

    - Celebrity endorsed advertisements are more attractive than the non-celebrity endorsed
    advertisements

    - Results show that the celebrity endorsement has reasonable impact on customers as per their
    attitude and buying intention

    - Physical attractiveness, credibility and congruence of the celebrity with the reference to
    endorsed advertisement all have impact on customer perception about the advertised product

    - Celebrity endorsement advertisements boosting up the sales and purchase of product, people
    like to buy the products more if endorsed by the celebrity

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