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 analyse the survey. For males, it was found that expertise, trustworthiness, inner attraction and fit have a significant positive effect on purchase intentions. While for females, only trustworthiness, inner attraction and fit had significant effect on purchase intentions. The current study is one of the first attempts to investigate the effect of celebrity endorsement and fit on purchase intentions, comparing the results among Egyptian Muslim male and female consumers, in the context of the country's two recent revolutions. This study adds to the existing literature on this topic, specifically in the Egyptian context.