E-5: IMPACT OF CELEBRITY ENDORSEMENT ON CUSTOMERS’ AUTOMOTIVE PRODUCT PURCHASE INTENTIONS

Abstract

The automotive industry in Pakistan has witnessed substantial growth in recent years, prompting brands to adopt dynamic marketing strategies to attract consumer attention. Among these strategies, celebrity endorsement has emerged as a powerful tool to influence consumer behavior, especially in high-involvement product categories like automobiles. This study investigates the impact of celebrity endorsement on consumer perceptions, brand trust, and purchase intention specifically within the Pakistani automotive sector. By employing a mixed-method approach—including quantitative surveys and qualitative interviews—this research evaluates how attributes such as celebrity attractiveness, credibility, and congruence with the product affect consumer decision-making. The findings reveal that while celebrity endorsement significantly enhances brand recall and emotional connection, its influence on final purchase decisions is moderated by factors such as product quality, price sensitivity, and post-sale service. The research highlights the importance of strategic celebrity-brand alignment and suggests guidelines for automotive marketers in Pakistan aiming to leverage celebrity endorsements effectively.