Abstract
In the marketting arena it seems very difficult for marketers to get the attention of buyers. Globally in adverstising world rely on celebrity endorsement technique which is more appealing than anything else. The main purpose of the study to measure the role of celebrity endorsement on purchase intention and buying behavior in Pakistani context. Hence, by using purposive sampling 210 questionnaire was analyzed. Structural Equation Modeling (SEM) was applied by using AMOS. The result of this study proved that celebrity endorsement is the biggest predictor of purchase intention and influence the buying behavior of consumers.
Beenish Malik Ph.D,1, Tayyaba Arshad, Ph.D2. (2019) From celebrity endorsement to buying intentions: Buying behavior patterns of Pakistani consumers, Balochistan Review, Volume 2, Issue 2.
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