ABSTRACT
The purpose of this study was to investigate the relationship between the celebrity’s physical attractiveness, their credibility and their congruency with the advertisement, and consumer’s attitudes toward the advertisement, the brand and their intent to purchase the advertised product. Participants were asked to answer a questionnaire that corresponded with three different apparel advertisements, using three different celebrities. The dependent variables, purchase intentions, attitude toward the ad and attitude toward the brand were measured against the independent variables, physical attractiveness, source credibility, and celebrity/brand congruency using one-way ANOVA and backward linear regression. Findings indicated that celebrity endorsements generated higher purchase intentions, positive attitudes toward the ad and positive attitudes toward the brand. However, the celebrity itself should be taken into consideration. All three celebrities had different scores for each backward linear regression test. Further research should include measuring celebrities endorsing their own brands, using multiple celebrities in one ad and measuring the same product using a celebrity and a non-celebrity.
