16, No. Keywords: Celebrity Endorsement, Customer Behavior, Brand Perception, Purchase Intention, Celebrity endorsed ads 1. A research methodology has been structured so as to carry out the research in an effective manner. Fast and free shipping free returns cash on delivery available on eligible purchase. Different appeal methods result in different advertising effects. 34 5.2.2 The Association and Effect of Celebrity Endorsement Characteristic and Consumer’s Attitude towards The Advertisement. 55-74. Participants were 309 students from a private university in Korea. A research methodology has been structured so as to carry out the research in an effective manner. INTRODUCTION It’s extremely tough age of intense competition where making a good position in customer mind in not an easy task. ARTICLE CRITIQUE 2.1 ARTICLE #1: The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective 2.1.1 SOURCE OF ARTICLE CRITIQUE Kofi Osei-Frimpong, Georgina Donkor & Nana Owusu-Frimpong (2019) The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective, Journal of Marketing Theory and Practice, 27:1, … Citation: MLA Style: Nida Tariq, Ayesha Imtiaz, Qalb E Abbas, "Impact of Celebrity Endorsement on Brand Image and Customers’ Purchase Intention A Case of Pakistani Customers" SSRG International Journal of Economics and Management Studies 5.10 (2018): 25-29. Hereafter, the interplay between attractiveness and credibility of celebrity endorser on one hand and consumer's ad recall and purchase intention on the other hand will be introduced with underlying theories. Entrepreneurs use celebrity endorsement to increase consumer purchasing motivation. APA Style: Nida Tariq, Ayesha Imtiaz, Qalb E Abbas,(2018). celebrity endorsement is an agreement between an individual who enjoys public recognition (a celebrity) and an entity (e.g., a brand) to use the celebrity for the purpose of promoting the entity” (Bergkvist, & Zhou, 2016, p. 644). • Examine the perception of Yemeni consumer's toward celebrity endorsements. This research is conducted on “impact of celebrity endorsement on consumer’s buying behavior”; this behavior judges the purchase intention of consumers in the field of cosmetics, this research only focuses on the buying intention of the female segment. Journal of International Consumer Marketing: Vol. We examined how different types of celebrity endorsement influence consumers' advertisement and brand evaluation, and purchase intention. This study aimed to examine the impact of celebgram endorsement on purchase intention among millennial women in Jakarta, mediated by brand awareness and customer attitude. As has been The study found that celebrity expertise has got a very significant influence on purchase intention indicating that the practitioner should focus on celebrity’s field of expertise before deciding on the endorsement. Celebrity endorsement is the main focus of the study where Pakistani and Indian celebrities with their attributes are used for their endorsement effect on purchase intention. • Finds the brand image's impact as a mediator between celebrity endorsement and the consumer's intention to buy. Descriptive survey design was used to survey 392 university students out of a total regular student population of 19389. The intention of this study is to pinpoint the mediating role of celebrity effective endorsement in effect of celebrity characteristics (credibility, familiarity, brand and clutter) on purchase intentions in Pakistan scenario. 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