Electronic Theses and Dissertation

This research study examines the impact of celebrity endorsers on Generation X consumers, specifically focusing on their purchase intention, brand awareness, and customer attitude. The findings reveal that celebrity endorsers significantly influence purchase intention, brand awareness, and customer attitude among Generation X. A positive perception of the celebrity endorser leads to increased purchase intention and brand awareness. However, the study also indicates that customer attitude and brand awareness do not significantly affect purchase intention among Generation X consumers. Additionally, the indirect effects of customer attitude and brand awareness on the relationship between celebrity endorsers and purchase intention were found to be non-existent. These findings provide valuable insights into the effectiveness of celebrity endorsements among Generation X consumers, suggesting that marketers should prioritize selecting endorsers who can positively influence purchase intention and brand awareness directly.