The impact of celebrity endorsement and fit on purchase intentions among Egyptian Muslim males and females
by Samaa Taher Attia; Malak Taher Attia
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 2, No. 4, 2017

Abstract: The purpose of this paper is to investigate the impact of celebrity endorsement (in terms of expertise, trustworthiness and physical and inner attractiveness) and fit on purchase intentions among Muslim Egyptian males and females. A self-administrated questionnaire with close-ended questions was used to collect data from Muslim Egyptian consumers using a convenience sampling method. SPSS and structural equation modelling - AMOS were used to analyse the survey. For males, it was found that expertise, trustworthiness, inner attraction and fit have a significant positive effect on purchase intentions. While for females, only trustworthiness, inner attraction and fit had significant effect on purchase intentions. The current study is one of the first attempts to investigate the effect of celebrity endorsement and fit on purchase intentions, comparing the results among Egyptian Muslim male and female consumers, in the context of the country's two recent revolutions. This study adds to the existing literature on this topic, specifically in the Egyptian context.

Online publication date: Wed, 03-Jan-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Islamic Marketing and Branding (IJIMB):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com