The effect of celebrity endorsement on consumer behavior: Case of the Lebanese jewelry industry

Examining the mediating role of celebrity endorsement in green advertisements to improve the intention of Egyptian Millennials towards environmental behaviours in tourist destinations

“…Findings in this study also illuminated that highly trustworthy celebrities are more accepted by millennials to attract and help them recall the message of an ad. This result is in line with Hani et al (2018), who pointed out that highly credible endorsers do have an impact on consumer behaviour compared to less credible ones. Yet, Ohanian (1991) indicated that celebrities selected as endorsers should be experienced and skilled to be truly effective in ad campaigns, thus implying that the celebrity should be an expert.…”

“…On the other hand, the expertise of celebrities is recognised when people perceive them as qualified, competent and knowledgeable (Ohanian, 1991). The credibility of a celebrity in terms of expertise and trustworthiness are the best incentive for the public to evaluate the ad message conveyed by a celebrity (Hani, Marwan & Andre, 2018). Quite the reverse, the Source Attractiveness Theory assumes that the audience will have a more positive response towards attractive and handsome celebrities.…”

“…For example, the study conducted by Eren-Erdogmus et al (2016) in Turkey found that highly credible celebrities are more effective in changing attitudes and influencing behaviour. However, Hani et al (2018) noted that handsome and attractive celebrities transform the ad to an unforgettable experience to the audience. In summary, Cuomo et al (2019) stated that it is very important to select the right celebrity from the viewpoint of the targeted audience to boost attention to the message of an ad and achieve the desired goal.…”

The Impact of Celebrity Endorsement on Millennials’ Purchase Intention towards Local Health and Beauty ProductThe Impact of Celebrity Endorsement on Millennials’ Purchase Intention towards Local Health and Beauty Product

“…However, a study conducted by Park and Lin (2020) found contradict result when celebrity attractiveness failed to influence purchase intention. Hani, Marwan and Andra (2018), in the Lebanese Jewelry settings also have shown an insignificant impact of celebrity attractiveness and the consumer purchase intention. This finding suggested that the consumer tends to trust the brand rather than the celebrity who endorsed the jewelry.…”

“…For instance, a study conducted by Eren-Erdogm, Lak, and Cicek (2016) found that celebrity characteristic may influence the purchase of both non-durable and durable products. The intention of purchase can be influenced by the image of the endorsing celebrities (Hani, Marwan, & Andra, 2018). Celebrity endorsement may position the brand in the consumers' mind, retain and attract consumer attention towards the brands (Pileliene & Grigaliunaite, 2017) and thus positively affect the brand recall as well as the brand equity (Munnukka, Uusitalo, & Toivonen, 2016).…”