The effects of celebrity-endorsed products on consumers’ purchase intentions

Abstract

This study aims to test the effects of celebrity-endorsed products on consumers’ purchase intentions. And the main characteristics of celebrity respectively, are expertise, trustworthiness, similarity, familiarity, product match up. These traits will have effects on purchase intention of the consumers. McCraken’s model of Meaning Transfer Model was used to test the measurement and structural models empiritically. The study target were mainly students with bachelor’s degree. The findings indicate that expertise, trustworthiness, similarity, familiarity, and product match up will influence the consumers’ purchase intentions, and there is a positive effect of celebrity endorsements on consumers’ purchase intentions. The findings of this study provide new methods for marketing and brand managers to design and market their campaigns effectively.