Determinants of the Effectiveness of Celebrity Endorsement on Brand Passion and Loyalty

Abstract

Aim of the Study: The importance of current study is to find the determinants of the effectiveness of celebrity endorsement on brand passion and brand loyalty.

Methodology: The sample size was 260. A survey instrument was used to collect the data. The data was analyzed using versions of AMOS 23 and SPSS 23. Structural equation modeling, path analysis, descriptive analysis, reliability, regression, and frequency were all used in this analysis.

Findings: The findings showed that factors such as celebrity endorsers' likeability, expertise, and attractiveness were crucial in predicting brand loyalty among consumers of clothing brands. The outcomes also showed that brand loyalty was positively impacted by brand passion. Ultimately, there was a significant positive mediation effect of brand passion on both brand loyalty and the likeability and attractiveness of celebrity endorsers.

Conclusion & Suggestions: This will be advantageous for companies that don't use company management or celebrities to promote their brands. All of the questions in this entirely quantitative study had predetermined answers and were closed-ended. Respondents are thus prevented from expressing opinions unrelated to the available options. Surveys could have been carried out across Pakistan if there had been more resources available. A worldwide survey, a mixed method approach and other variable like promotion, willingness to pay premium prices etc. may be used in future studies.