IMPACT OF CELEBRITY ENDORSEMENT ON YEMENI CONSUMER’S PURCHASE INTENTION IN TERM OF BRAND IMAGE

Abstract

Using celebrities in commercial advertisements for introducing or promoting the brand considered a common practice among organizations to support the brand image. Celebrity endorsement strategy is considered as a popular and influential way to reach to a huge number of the consumer. The success and popularity of this strategy for a long time making marketers believe that messages delivered by celebrities accomplish a high degree of attention, recall and possibly intent of purchase for some consumer. This research clarifies how do Yemeni consumers perceive celebrity endorsement and studies the influence of celebrity attributes’ (Trustworthiness, Expertise, Attractiveness and likeability) on Yemeni consumer’s purchase intention in terms of brand image — moreover, the direct impact of the brand image on consumer purchase intention. The survey community was identified in Yemen; a total of 282 respondents have collected. This research used structural equation modelling (SEM) to demonstrate the relationship between variables, some hypotheses associated with this study were accepted (celebrity expertise, celebrity likeability) where celebrity expertise had the strongest impact on the intent of purchase for the consumer in terms of brand image. While the others were rejected (celebrity trustworthiness, celebrity attractiveness), it also found there is a significant and direct correlation between brand image and purchase intention of the consumer.