CELEBRITY ENDORSEMENT AND ITS EFFECT: ARABIC WORLD PERSPECTIVES

This research focuses on the celebrity endorsement and its impact on the customer?s buying behaviour and the celebrities? perception in the Arab countries. To investigate the impact of celebrity endorsement on buying behaviour; 32 interviews with some celebrities of The Sultanate of Oman and the United Arab Emirates had been conducted. The respondents has been taken to know their perception regarding the celebrity endorsement and its attributes and the impact on customer buying behaviour and effect on sales. The research concluded with a clear identification of the level of knowledge of celebrities in Arab countries regarding celebrity endorsement. The level was low, but the important thing is that there is and needs to be updated and upgraded. But when upgraded, celebrities still believe that normal advertising is more effective than celebrity endorsement. Which again shows a risk in implementing celebrity endorsement in Arab countries?