مجلة إضافات إقتصادية
Volume 10, Numéro 2, Pages 2119-2139
2026-09-30

The Impact Of Influential Celebrity Tv Advertising On Algerian Consumers' Attitudes Toward The Brand



Authors : Sayah Fatima .

Abstract

This study investigates the impact of celebrities on the effectiveness of television advertising. It examines the role of credibility, likability, and attractiveness in influencing consumers' attitudes toward celebrity-endorsed advertisements and brands, and how these attitudes impact purchase intentions. The study used a questionnaire to collect information from 100 individuals and processed the data using the partial least squares (PLS) method. The study revealed several significant findings: the celebrity attributes examined have a substantial impact on consumers' attitudes toward television advertisements and brands, ultimately enhancing their purchase intentions.

Keywords

Celebrity attributes ; Celebrity advertising ; Consumer attitudes ; Attitude toward Advertising ; Brand attitude

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