The Impact of Using celebrities in TV advertisement on Attitude and Purchase Intent of Audience

One of the most common techniques in television advertising is using celebrities who endorse a product. The aim of this study is to investigate the effect of using celebrities as endorsers on purchase attitude with regard to the mediating role of attitude to brand and advertising. This research is an applied one in goal and a descriptive one in nature. The statistical population of this study consisted of those people of Yazd city who were exposed to television broadcasting. A sample of 420 people was selected from this community using Cochran relationship and available sampling method. Questionnaire was used for data collection and its validity and reliability were confirmed. Structural equation modeling and SPSS and PLS software were used for data analysis. The findings of the study show that celebrity endorsement features have a positive and significant impact on attitude toward advertising. Also, attitude towards advertising has a significant effect on attitude to brand. Advertising attitudes also play a mediating role in the relationship between endorsement and brand attitudes. In fact, the principled and scientific use of celebrity endorsers in advertisement can influence the attitude of audience.