Open AccessCelebrity Endorsement and Purchase Intention: A Structural Equation Modeling Approach
Author(s) -
Sajeeb Kumar Shrestha
Publication year - 2019
Publication title -
deleted journal
Language(s) - English
Resource type - Journals
ISSN - 2091-0460
DOI - 10.3126/md.v22i2.30237
Subject(s) - structural equation modeling , trustworthiness , psychology , matching (statistics) , similarity (geometry) , advertising , test (biology) , measure (data warehouse) , marketing , social psychology , business , computer science , mathematics , statistics , image (mathematics) , artificial intelligence , data mining , paleontology , machine learning , biology
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.