Impact of celebrity expertise on endorsement effectiveness.

What is it about?

Celebrity expertise is the most prominent celebrity character that influences endorsement effectiveness. This study is a novel attempt to develop a model which can explain the effect of celebrity expertise on advertisement effectiveness. For this purpose, the study used a path analysis method.

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Why is it important?

We explain the effect of celebrity expertise on advertisement effectiveness. This study provides a comprehensive model for explaining the influence of celebrity expertise on purchase intention. The major findings of the study were (a) the impact of celebrity expertise advertising effectiveness is partially mediated by celebrity brand fit. (b) celebrity expertise will directly as well as indirect influence purchase intention.