INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION DUAL MEDIATION OF BRAND IMAGE AND PERCEIVED VALUE: EVIDENCE FROM PAKISTAN TELECOMMUNICATION SECTOR

Celebrity endorsement phenomenon is now emerging as an essential ingredient for advertisers to promote their brands. It helps to utilize the stardom and influential power of the endorser to boost the brand. The aim of this study is to explore the effect of celebrity endorsement on purchase intention in telecommunication sector of Pakistan while examining the role of perceived value and brand image as a mediator. Sample was collected from consumers at universities and shopping malls. Result shows that celebrity endorsement has direct significant impact on purchase intention. Perceived value and brand image also plays vital role and act as mediator between celebrity endorsement and purchase intention. It is recommended for authorities and decision makers to focus on creating good brand image and perceived value so that celebrity endorsement would be more effective in the creation of purchase intention