The Impact of Religiosity as a Moderator on Attitude Towards Celebrity Endorsement–Purchase Intentions Relationship

Abstract

The current study has three main purposes; to investigate the impact of attitude towards celebrity endorsement on purchase intentions, to test the direct effect of religiosity on purchase intentions and finally, examine the religiosity as a moderator on attitude towards celebrity endorsement - purchase intentions relationship. Data were collected through online survey. Both Stepwise and Moderated Regression tests were conducted through Statistical Package for Social Sciences (SPSS). The positive impact of attitude towards celebrity endorsement on purchase intentions was confirmed. However, no evidence was found regarding the moderating effect of religiosity on attitude towards celebrity endorsement – purchase intentions relation. Managers could use celebrities to endorse their products, however, product quality is still the most crucial determents to purchase the product.