Impact of International and Local Celebrity Endorsements on Brand Credibility and Brand Loyalty

Authors

  • Fouzia Sheeraz (Ph.D) Department of Business Studies, Sir Syed University of Engineering & Technology, Karachi, Pakistan https://orcid.org/0009-0008-4906-0190
  • Syed Muhammad Danish Department of International Business, De Montfort University, Leicester, England
  • Adnan Rafique Planning, Monitoring & Evaluation Cell, Works & Services Department, Government of Sindh, Pakistan https://orcid.org/0009-0003-2634-1794
  • Syed Irfan Haider Rizvi Department of Business Administration, Sir Syed University of Engineering & Technology, Karachi, Pakistan
  • Shahzaman Shah Department of Business Administration, Sir Syed University of Engineering & Technology, Karachi, Pakistan

DOI:

https://doi.org/10.5281/zenodo.18239649

Abstract

Abstract Views: 130

This study aimed to investigate the impact of endorsement with national and international celebrities in advertisements on brand credibility and brand loyalty. From this perspective, Vivo mobile (for national celebrity endorsement) and QMobile mobile (for international celebrity endorsement) were selected, while the two national and international celebrities included Babar Azam (National) and Esra Bilgiç (International). Primary data was collected from different people (having experience of purchasing QMobile mobile phone and vivo mobile phones) living in Pakistan, having different genders, educational backgrounds, and working experiences with different levels of income through an adopted questionnaire, containing items. The gathered data was analysed through multiple regressions. The findings of the study revealed earning (monthly income) as a significant variable that impacted the customer loyalty for both QMobile and vivo mobile. The study recommends the marketers to pay more attention to the market price rather than the celebrity endorsement to increase their credibility and customers’ loyalty.

Keywords:

Brand credibility, Brand promotion, Brand quality, Celebrity endorsement, Customer loyalty

Author Biographies

Fouzia Sheeraz (Ph.D),

She is an Assistant Professor at the Department of Business Studies, Sir Syed University of Engineering & Technology, Karachi, Pakistan. She obtained her Post-Doctorate in Business Administration (HRM) from the University of Aveiro, Aveiro, Portugal.

Syed Muhammad Danish,

He is a Research Scholar at the Department of International Business, De Montfort University, Leicester, England. He completed his Masters in Administration from Hamdard University, Karachi, Pakistan.

Adnan Rafique,

He is holding an Administrative Position at the Planning, Monitoring & Evaluation Cell, Works & Services Department, Government of Sindh, Pakistan. He completed his Masters in Structural Engineering from Sir Syed University of Engineering & Technology, Karachi, Pakistan.

Syed Irfan Haider Rizvi,

He is a Research Scholar at the Department of Business Administration, Sir Syed University of Engineering & Technology, Karachi, Pakistan. He completed his Bachelors in Business Administration from Sir Syed University of Engineering & Technology, Karachi, Pakistan.

Shahzaman Shah,

He is a Research Scholar at the Department of Business Administration, Sir Syed University of Engineering & Technology, Karachi, Pakistan. He completed his Bachelors in Business Administration from Sir Syed University of Engineering & Technology, Karachi, Pakistan.

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International Journal of Trends and Innovations in Business & Social Sciences

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Published

2025-12-31

How to Cite

Sheeraz, F., Danish, S. M., Rafique, A., Rizvi, S. I. H., & Shah, S. (2025). Impact of International and Local Celebrity Endorsements on Brand Credibility and Brand Loyalty. International Journal of Trends and Innovations in Business & Social Sciences, 3(4), 351–361. https://doi.org/10.5281/zenodo.18239649

Issue

Vol. 3 No. 4 (2025)

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