Title: The impact of celebrity endorsement and fit on purchase intentions among Egyptian Muslim males and females

Authors: Samaa Taher Attia; Malak Taher Attia

Addresses: Suez University, Suez – Cairo Road, Egypt ' Oxford College, 670 Progress Avenue Scarborough, Ontario, M1H 3A4, Canada; St. Clair College, Ace Acumen Academy, 2000 Talbot Road West, Windsor, ON N9A 6S4, Mississauga ON, Canada

Abstract: The purpose of this paper is to investigate the impact of celebrity endorsement (in terms of expertise, trustworthiness and physical and inner attractiveness) and fit on purchase intentions among Muslim Egyptian males and females. A self-administrated questionnaire with close-ended questions was used to collect data from Muslim Egyptian consumers using a convenience sampling method. SPSS and structural equation modelling - AMOS were used to analyse the survey. For males, it was found that expertise, trustworthiness, inner attraction and fit have a significant positive effect on purchase intentions. While for females, only trustworthiness, inner attraction and fit had significant effect on purchase intentions. The current study is one of the first attempts to investigate the effect of celebrity endorsement and fit on purchase intentions, comparing the results among Egyptian Muslim male and female consumers, in the context of the country's two recent revolutions. This study adds to the existing literature on this topic, specifically in the Egyptian context.

Keywords: celebrity endorsement; Egyptians; Muslims; gender; purchase intentions.

DOI: 10.1504/IJIMB.2017.089007

International Journal of Islamic Marketing and Branding, 2017 Vol.2 No.4, pp.317 - 334

Received: 18 Aug 2017
Accepted: 18 Aug 2017
Published online: 03 Jan 2018 *

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