Measuring the impact of celebrity endorsement on consumer behavioural intentions: a study of Malaysian consumers

Abstract

This paper examines the impact of celebrity endorsement on Malaysian consumers' behavioural intentions. Source attractiveness, source credibility and the fit between the endorser and the endorsed product are discussed and examined. An empirical study is carried out which uses stimulus materials that involve a sport shoe brand and a fitness centre. The dataset is analysed using a series of multivariate analyses and a model subsequently constructed using structural equation modelling. The findings indicated that source attractiveness and credibility are essential for celebrity endorsement effectiveness. However, the fit between the endorser and the product is not found to be significant. Nonetheless, this fit has an indirect effect on consumers' behavioural intentions, via the shared variances with source attractiveness and credibility.

Citation

Kok Wei, K. and Li, W.Y. (2013), "Measuring the impact of celebrity endorsement on consumer behavioural intentions: a study of Malaysian consumers", International Journal of Sports Marketing and Sponsorship, Vol. 14 No. 3, pp. 2-22. https://doi.org/10.1108/IJSMS-14-03-2013-B002