Celebrity Endorsement and Purchase Intention: A Structural Equation Modeling Approach

Authors

  • Sajeeb Kumar Shrestha Tribhuvan University, Faculty of Management, Shanker Dev Campus

DOI:

https://doi.org/10.3126/md.v22i1.30237

Keywords:

Celebrity endorsement, Kathmandu City, SEM

Abstract

 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.

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Author Biography

Sajeeb Kumar Shrestha, Tribhuvan University, Faculty of Management, Shanker Dev Campus

Associate Professor

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Published

2019-12-31

How to Cite

Shrestha, S. K. (2019). Celebrity Endorsement and Purchase Intention: A Structural Equation Modeling Approach. Management Dynamics, 22(1), 35–46. https://doi.org/10.3126/md.v22i1.30237

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Section

Articles