Abstract

This research examines how celebrity endorsements influence consumer purchase intentions, focusing on physical attractiveness, source credibility, and the alignment between  celebrity and brand, with brand trust as a mediating factor. Data was gathered from 200 participants through a structured questionnaire. To evaluate reliability and strength of relationship among variables, Regression Analysis and Cronbach’s Alpha were performed using SPSS software. The finding shows celebrity endorsements have significant and positive impact on consumer attitudes and purchasing behavior. Furthermore, results confirm that brand trust serves as a key mediator, strengthening the connection between celebrity endorsement and purchase intention. These insights validate the proposed hypotheses and emphasize the need for brands to strategically select endorsers who align well with their image. Future studies could expand by examining broader range of consumer groups and exploring broader influence of media and celebrity culture on consumer behavior.

Keywords

Influencer Marketing, Brand Trust, Endorser Creditability, Purchase Intension

Introduction

In today's dynamic world of marketing, advertisements are everywhere, making it increasingly difficult for brands to stand out. Marketers face the challenge of creating advertising campaigns that grab consumer attention.  In this fast digital era, people often overlook commercials while browsing magazines, newspapers, or watching television. However, the presence of a celebrity in advertisements tends to capture attention. Using celebrities in advertising campaigns is an old observable fact. Celebrities have been used to recommend manufacturers or else merchandise for more than five decades. Human beings with greater drawn to advertisements wherein there with celebrities than the ones that use no celebrity. Celebrity endorsements have become a crucial marketing strategy, as celebrities hold strong public recognition and possess unique attributes such as attractiveness, talent, or an extraordinary lifestyle. These qualities make them distinct from the general public and increase their appeal. Notable examples include actors like Shahrukh Khan, models such as Hania Amir and Mahira, and athletes like Imran Khan and Shahid Afridi.  Brands strategically hire celebrities to feature in their advertisements, aligning the celebrity image with the product to influence consumer choices. While the concept appears simple, designing a successful campaign requires a deep understanding of the brand's objectives, the selection of a suitable celebrity, and a framework to measure effectiveness. As one expert puts it: finding the right celebrity who perfectly aligns with the brand's image, at the appropriate time, with the correct purpose and approach, is a far more challenging task.  With intense market competition, gaining consumer mindshare is more difficult than ever. Celebrity endorsements provide companies with an advantage by increasing brand acceptance and giving products the momentum needed to stand out. When selecting a celebrity endorser, companies must carefully evaluate whether the celebrity image aligns with the brand's promotional objectives. The partnership benefits both the celebrity and the brand, making the selection process a critical decision. 
Among the key attributes of an effective celebrity endorser, trustworthiness is the most crucial. Consumers should believe that the celebrity genuinely represents the brand and its values. Another important factor is likeability, the celebrity must be widely recognized and admired by a large audience. Celebrity endorsements hold significant influence because they enhance brand recall and consumer engagement. Celebrity-backed advertisements improve consumer awareness, increase attention, and make campaigns more memorable. Furthermore, when a well-known personality supports a brand, it signals credibility, product quality, and strong customer service, reinforcing consumer trust.. Simplest in the U.S., the star's usage within commercials and classified ads has multiplied from 10 to 20.5 % over the past ten years. Ten percent of marketing fees are going handiest toward celebrity endorsers. Twenty percent of advertisements in the United Kingdom use celebrities (Silvera & Austad, 2004). The primary objective of this research is to investigate the direct relationship between celebrity endorsements and consumers' purchase intentions, and further, to explore the mediating role of brand trust within this relationship. Additionally, the research seeks to identify which dimensions of celebrity endorsement including attractiveness, credibility, and celebrity brand congruence exert the strongest influence on both brand trust and consumer purchasing behavior. The findings will contribute to a better understanding of how celebrity-driven advertisements influence consumer decision-making, particularly through the lens of brand trust as a mediating factor. Pakistan is considered to be a developing country so not much research on these dimensions of Celebrity endorsement and how it influences the buying intentions of the customers is being done. So this research will be an add-on to the limited research that has been carried out before in Pakistan.

Literature Review

Melissa St James, emphasizes celebrity endorsements significantly enhance consumer awareness of advertisements, making them more noticeable and memorable. Several studies support the effectiveness of celebrity endorsements in marketing. Friedman explains that the celebrity is a character widely recognized due to achievements outside the product category they endorse. Compared to other types of endorsers, celebrities attract greater attention, improve recall, and foster consumer loyalty. Gan (2006) conducted a study on Chinese consumer preferences regarding advertisements featuring celebrities versus non-celebrities. The findings reveal that Chinese consumers favor celebrity endorsements, particularly when the celebrities have strong professional skills. Additional factors influencing preference include physical appearance, personality, and career achievements (Khan & Javed, 2023). Celebrities with 'The Names' that do not need further Introduction. Where on earth do they go, with renowned, and also, acknowledged with excitement? What they carry out has a media hype value. They with the objects for the means of communiqué and delight. And, a film person remains alive in people's minds even if he/she isn't an almanners' that's what properly a movie superstar (Lee, 2016). Hunter and Davidsson (2008) explored the impact of negative publicity on celebrity-backed ventures. Their study found that negative information about a celebrity can negatively affect consumer attitudes toward the associated brand or business. However, new ventures can mitigate damage by distancing themselves from the celebrity. Despite this, if the celebrity is deeply connected to the business, reputation damage may still occur. Uddin (2024) suggests that celebrity endorsers play a dominant role in advertising because they help capture attention in an otherwise cluttered media environment. Clara (2023) supports this view, noting that celebrities are often perceived as attractive, engaging, and influential, making them effective figures in promotional campaigns. Saleem (2007) Her findings emphasized that while celebrity endorsements can be highly effective, they require strategic alignment poor matches between the endorser and the product can damage brand image. Khatri (2006) describes celebrity endorsement as a strategic promotional tool designed to attract consumers and distinguish a brand in a competitive market. He notes that despite the high costs associated with hiring celebrities, marketers view this approach as an essential investment to maximize visibility and profitability. Freeman (2015) analyzed negative publicity on celebrity endorsements across cultural contexts in the U.S. and Japan. Surprisingly, their findings revealed that self-inflicted negative publicity (such as personal mistakes) could, in some cases, positively affect consumer perception of the endorsed brand. This challenges the commonly held belief that all negative publicity is damaging. Dzisah and Ocloo (2013) trace the use of celebrity endorsements back to the 19th century, noting that such promotions have long been a part of marketing strategies. Much of the academic focus has been on the credibility and attractiveness of celebrity spokespersons and how their perceived traits influence consumer responses. 

Escalas and Bettman explored how celebrity endorsements influence self-brand connections. Their research indicates that consumers develop stronger brand relations with celebrities endorsing the product. However, when the celebrity's image does not align with consumer aspirations, it weakens the brand connection. The effect is more pronounced when the brand itself has a strong symbolic identity (Zhou & Patel, 2024). When consumers experience self-esteem threats, they are more likely to embrace positive celebrity-endorsed brands or reject negatively perceived endorsements. Mukherjee (2009) investigated the effectiveness of celebrity endorsements on consumer behavior and brand preference. He proposed a 20-point model that provides a blueprint for selecting celebrities strategically and maximizing their endorsement value through 360-degree brand communication. Mukherjee argues that celebrity endorsements can be highly beneficial if the right celebrity is chosen. However, if there is a difference it can create a negative perception of both the brand and the company. Celebrities with 'The Names' that do not need further Introduction. Where on earth do they go,  with renowned, and also, acknowledged with excitement? What they carry out has a media hype value. They with the objects for the means of communiqué and delight. And, a film person remains alive in people's minds even if he/she isn't an almanners' that's what properly a movie superstar (Chaudhary & Asthana, 2015). Associating such individuals with brands can shift public perception and influence consumer buying behavior. Liu & Zheng (2024) add that celebrity-endorsed advertisements are more likely to stand out. Gülnil (2014) defines a celebrity endorser as someone with public recognition who promotes a product by appearing with it in media. while Homer (2007) examined the interplay between brand image and perceived quality. Her study revealed that brand image plays a greater role in shaping emotional attitudes, while quality is more influential in utilitarian product evaluations. Homer (2007) examined how consumers perceive brand meaning based on personal experiences, emotions, and social influences. Her research highlights the interplay between brand image and quality perceptions. The study found that: Brand image has a stronger influence on emotional brand attitudes, while quality dominates utilitarian brand perceptions. When a brand has a low image or quality perception, nonattribute beliefs (e.g., reputation, brand storytelling) play a stronger role in consumer decision-making. Attribute-based beliefs (e.g., product features) consistently influence consumer attitudes, regardless of image or quality levels. Mukherjee (2009) provided a comprehensive framework to evaluate celebrity endorsement strategies. His proposed 20-point model offers a blueprint for brand managers to align celebrity image with brand identity. He emphasized that while celebrity endorsements can be powerful, they must be well executed to avoid harming the brand. Similarly, Kasana and Chaudhary (2014) noted the rapid growth of the celebrity endorsement industry in India, which has become a multimillion-dollar sector. They argue that marketers increasingly use celebrities to influence consumer purchase decisions, boost sales, and expand market share.

Research Framework

The following figure illustrates the conceptual framework, with brand trust serving as a mediating variable.

Figure 1



Hypothesis

Drawing from the literature review, the study identifies both independent variables and a mediating variable that are expected to influence consumers' purchase intentions. The independent variable, celebrity endorsement, is examined through its three key dimensions: attractiveness, credibility, and celebrity brand congruence. The mediating variable, brand trust, is anticipated to shape buying behavior. Based on these relationships, the following hypotheses were proposed:
H1: Celebrity endorsement will have a positive impact on customers’ purchase intention toward the advertised brand.
H2: Celebrity endorsement will be positively associated with brand trust.
H3: Brand trust will be positively associated with customers’ purchase intention.


Data Collection and Methodology 
The data for this research was gathered using a structured questionnaire, developed to evaluate key variables such as celebrity attractiveness, trustworthiness, expertise, and consumer attitudes toward endorsements, purchase intentions, and brand perception. The independent variables included celebrity physical attractiveness, source credibility, and celebrity brand congruence, while consumer purchase intention was the dependent variable. Brand trust was examined as a mediating variable influencing this relationship. The study aimed to explore how celebrity endorsements impact brand trust and, in turn, how brand trust influences consumer buying behavior. The target population comprised students and working professionals in Burewala, and thus the findings are initially generalizable to that region. The study sample consisted of 200 respondents. Data was processed and analyzed using SPSS software. Several statistical tests were performed, including Linear Regression Analysis to assess the influence of the independent variables on purchase intention and brand trust, and Cronbach’s Alpha to determine the reliability of the survey instrument.


Data Analysis
In this research, a total of 200 respondents were selected. The sample was equally divided by gender, 100 male and 100 female participants. Among them, 72 respondents were university students, 65 were employed professionals, and 63 were involved in various business activities. Regarding educational background, 60 respondents were MPhil scholars, 72 were master’s students, and the remaining participants were bachelor’s degree students.

Table 1

Male, Female

		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Male	100	50	50	50
	Female	100	50	50	100
	Total	200	100	100

References