What type of study is this?

September 10, 2025Quest Journal of Management and Social SciencesOpen Access

The Celebrity Effect: The Influence of Celebrity Endorsements on Nepali Consumers

View Full Paper

Ask AI

Bookmark

Celebrity trustworthiness and expertise significantly influence purchase intentions in Nepali consumers.
The mediation effect of brand credibility and consumer attitudes is substantial, enhancing purchase intentions.
Despite being a positive factor, celebrity attractiveness has a weaker effect when mediated solely by brand credibility.
Addressing challenges like celebrity overexposure is crucial for brands to maintain credibility and consumer trust.

Discussion

No takes yet. Share an insight, caveat, or question.

Implication

Explanatory research shows celebrity endorsement boosts purchase intention in Nepal, highlighting brand credibility and consumer attitude as mediators.

Cite This Study

Maharjan et al. (2025) studied this question.

synapsesocial.com/papers/68c1a12d54b1d3bfb60dc37e https://doi.org/10.3126/qjmss.v7i1.82011

View Full Paper

Ask AI

Bookmark

Implication

Explanatory research shows celebrity endorsement boosts purchase intention in Nepal, highlighting brand credibility and consumer attitude as mediators.

The Celebrity Effect: The Influence of Celebrity Endorsements on Nepali Consumers

Key Points

Discussion

Implication

Cite This Study

The Celebrity Effect: The Influence of Celebrity Endorsements on Nepali Consumers

Key Points

Discussion

Implication

Cite This Study

Also Consider

Also Consider