The Effect of Celebrity Endorsement on Consumers’ Purchase Intentions: A Study of the Fashion Industry

This study examines the complex relationship between celebrity endorsements and customers' purchasing intentions by focusing on the fashion sector. This study tries to understand the mechanisms underlying celebrity endorsements' effect in a contemporary environment where they are used as a marketing tool more frequently. A questionnaire was developed using the descriptive-analytical method to collect data from a small, random sample of Gazan people in Palestine. 307 respondents provided the data, which was then examined using basic regression analysis. The results showed that the celebrity endorsement affected the purchasing inclinations of Palestinian customers. The study's findings contribute to a greater understanding of how celebrity endorsements affect consumer behavior in the context of fashion and beyond, in addition to providing insights vital for marketers looking to enhance their tactics.