How does celebrity endorsement affect consumers' perception on brand image and purchase intention?

Having a celebrity endorse a product has in previous research been shown to increase both sales and brand awareness for companies. Celebrity endorsement can also be used by companies as a marketing communication strategy to build brand image. As a result of this, companies pay millions of dollars to have a celebrity endorse their products. It is therefore a very interesting area to investigate and do further research on. By using a qualitative research, this thesis explores, describes and analyse how celebrity endorsement affects consumers’ perception on brand image and purchase intention. To answer the research questions, interviews have been made. The main findings of this thesis are that the image of the celebrity endorser transfers to the brand image. Furthermore, trustworthiness and success has been shown as important factors in a celebrity endorser. Lastly, the research has shown that attributes such as familiarity, likability and similarity in a celebrity endorser affects consumers’ purchase intention