The Impact of Celebrity Endorsement on Brand Affection and Purchase Intention: The Mediating Role of Word of Mouth

• Published in: Lahore.j.bus Vol. 5; no. 2; pp. 45 - 66
• Main Author: Saleem, Farida
• Format: Journal Article
• Language: English
• Published: Lahore School of Economics 01.05.2017
• Subjects: brand affection; celebrity endorsement; purchase intentions; word of mouth

Celebrity endorsement is widely used as an advertising technique. This study examines three dimensions of celebrity endorsement, including trustworthiness, expertise and attractiveness, as predictors of positive word of mouth by consumers. It also gauges the impact of word of mouth on purchase inten...