Investigating the effect of celebrity endorsement on brand credibility, corporate credibility, advertising credibility, consumer social status on buy intention

Consumer behavior and buying people has always been the focus of marketers and managers, and manyfactors that can affect this have been examined. Celebrities have been used in advertising because of theirplace among the people. The present study examines the impact of celebrities on different parts of thebrand, advertising, corporate, as well as on social status. Collected data from questionnaires wereanalyzed with SPSS and Smart PLS software and correlation coefficient and path coefficients were usedto confirm or reject the hypotheses. The results showed that celebrity endorsement has a positive andsignificant relationship with brand credibility, advertising credibility, corporate credibility and purchaseintention. It was also shown that brand credibility and advertising credibility have no significantrelationship with the intention to buy, but the credibility of the organization and gaining social status havea positive and significant relationship with buy intention. Brand credibility has a significant and positiverelationship with social status as well as advertising credibility with the credibility of the corporation.

Keywords:

Advertisement , Celebrity , Credibility , Purchase intention , Social class