The impact of celebrity endorsement and fit on purchase intentions among Egyptian Muslim males and females

The purpose of this paper is to investigate the impact of celebrity endorsement (in terms of expertise, trustworthiness and physical and inner attractiveness) and fit on purchase intentions among Muslim Egyptian males and females. A self-administrated questionnaire with close-ended questions was used to collect data from Muslim Egyptian consumers using a convenience sampling method. SPSS and structural equation modelling - AMOS were used to...