The Mediating Effect of Women Film Celebrity Endorser’s Source Credibility in Television Advertisement Enhancing Customer Brand Perception and Purchase Intention – A Study With Regard To Chennai Metropolitan

Abstract

Celebrity endorsement has become an important promotional strategy used by marketers to enhance brand recognition and influence consumer buying behavior. This study examines the mediating effect of women film celebrity endorsers’ source credibility in television advertisements on customer brand perception and purchase intention in Chennai metropolitan. The research focuses on credibility attributes such as trustworthiness, physical attractiveness, professionalism, and virtuousness of women celebrities and their influence on consumer perception of brands.

The study adopts a descriptive and analytical research design using primary data collected from 650 respondents through a structured questionnaire. Multiple regression and Structural Equation Modelling (SEM) were applied to analyse the relationships among source credibility, brand perception, and purchase intention. The findings reveal that physical attractiveness and trustworthiness of women celebrity endorsers significantly influence consumer purchase intention. In addition, brand perception factors such as customer loyalty, brand awareness, trustworthiness perception, and customer delight positively affect purchase intention.