The Impact of Celebrity Endorsement, Credibility, and Congruity on Consumer Purchase Intention

Abstract

Three important aspects of shaping consumer purchase behavior are explored in this study, which discovers how celebrity endorsement, credibility, and brand congruity shape consumers’ intentions to purchase endorsed products. Grounded in source credibility theory and congruity theory, the research proposes that when a celebrity is seen as credible—possessing expertise, trustworthiness, and attractiveness—and when there is a strong alignment between the celebrity and the brand, the endorsement becomes more persuasive and meaningful to consumers. To examine these relationships, we collected responses from 400 participants via online surveys and employed regression and mediation analyses. The results revealed that both celebrity credibility and brand congruity significantly enhance consumers’ purchase intentions, with congruity partially mediating the effect of endorsement on buying behavior. Beyond offering empirical support, this study adds nuance to our understanding of what makes endorsements effective and offers practical guidance for marketers seeking to align the right celebrity with their brand. Finally, we also discuss its limitations and suggest directions for future inquiry into the evolving landscape of influencer-driven marketing.