Effect of Celebirity Endorsement on Consumers Purchase Intention in the Mediation Effect of Brand Image
Effect of Celebirity Endorsement on Consumers Purchase Intention in the Mediation Effect of Brand Image

Summary/Abstract: Purpose – This research clarifies how Yemeni consumers perceive celebrity endorsement and examines the influence of celebrity attributes (Trustworthiness, Expertise, Attractiveness and likeability) on Yemeni consumer’s purchase intention in terms of brand image. Moreover, The direct influence of the brand image on the intention of consumer purchases. Design/methodology/approach – This research has been designed and implemented using the quantitative research method. The survey community was identified in Yemen; a total of 282 respondents have collected. Modeling of structural equations (SEM) has been used to demonstrate and analyze the relationship among variables. Findings – Research findings some hypotheses associated with this study were accepted (celebrity expertise, celebrity likeability) where celebrity had a major influence on the intent of purchase for the consumer in terms of brand image.

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