THE EFFECT OF CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION – EVIDENCE FROM Q MOBILE LINQ ADVERTISEMENT

Celebrity endorsement is a common practice adopted by companies throughout the world. This practice is increasing more and more now even for the technology industry. Companies use celebrity endorsement to influence consumer purchase intention by improving their brand image in the minds of the consumers. This research study gives a detailed and comprehensive account of the effect of celebrity endorsement on consumers’ purchase intention in the case of Qmobile (Linq) endorsed by Priyanka Chopra. Three hundred and fifteen questionnaires were distributed in various malls in Karachi. Two hundred and eighty five useable questionnaires were returned. Analysis was done using multiple regression analysis. The independent variables include; celebrity attractiveness, trustworthiness, expertise and match-up. Consumer purchase intention is the dependent variable. A firm should carefully select the celebrity to endorse its brand for effective communication of the message and positive response from the consumers.