The Influence of Celebrity Endorsement Tactics on Customers' Purchase Intention
Cherry May C. Alonzo
Davao Oriental State University-Cateel Campus (DorSU-CC), Mahan-Ob, Mainit, Cateel, Davao Oriental, Philippines.
Kevin Banudan
Davao Oriental State University-Cateel Campus (DorSU-CC), Mahan-Ob, Mainit, Cateel, Davao Oriental, Philippines.
Daisy Jane P. Luna
Davao Oriental State University-Cateel Campus (DorSU-CC), Mahan-Ob, Mainit, Cateel, Davao Oriental, Philippines.
Jovelyn E. Nasis *
Davao Oriental State University-Cateel Campus (DorSU-CC), Mahan-Ob, Mainit, Cateel, Davao Oriental, Philippines.
Bernalyn L. Sayud
Davao Oriental State University-Cateel Campus (DorSU-CC), Mahan-Ob, Mainit, Cateel, Davao Oriental, Philippines.
Lorna F. Tadioque
Davao Oriental State University-Cateel Campus (DorSU-CC), Mahan-Ob, Mainit, Cateel, Davao Oriental, Philippines.
*Author to whom correspondence should be addressed.
Abstract
This study investigated the influence of celebrity endorsement tactics on students' purchase intentions at Davao Oriental State University–Cateel Campus (DORSU-CC). It focused on seven dimensions: trustworthiness, attractiveness, expertise, similarity, liking, familiarity, and match-up congruence with the brand or product. Through a structured survey of 321 students and the use of statistical tools such as mean analysis, Pearson correlation, and regression, the study found all seven factors to have a positive and significant effect on purchase intention. Among these, attractiveness, expertise, and match-up congruence emerged as the most influential. These tools provide both descriptive and inferential insights, enabling evidence-based conclusions and practical recommendations for improving the findings of this study. The findings emphasize the importance of aligning celebrity traits with the target audience’s preferences to enhance the effectiveness of marketing strategies.
Keywords: Attractiveness expertise, celebrity endorsement, customers' purchase intention, DORSU-CC students, familiarity, liking, match-up congruence, purchase intention, similarity, trustworthiness