Impact of celebrity endorsement on consumer purchase intention: The moderating role of brand loyalty

This research explores how celebrity endorsements (CE) influence consumer purchase intentions (PI), considering brand loyalty (BL) as a moderating factor in Kerala's food and beverage sector. Using CB-SEM to analyze survey data from 824 respondents collected from January to April 2024, the study found a strong connection between brand loyalty and a consumer's intention to purchase. Specifically, brand loyalty moderates the relationship between celebrity endorsement and purchase intention, even though the direct effect of celebrity endorsement on purchase intention is not statistically significant (p=0.08). These findings suggest that the influence of a celebrity varies depending on the consumer's level of loyalty. The study combines the Theory of Reasoned Action (TRA) with Source Credibility Theory to explain consumer responses and provides actionable implications for marketers in emerging markets like Kerala.