Celebrity endorsement is one of the popular marketing communication strategies used by many brands to draw attention and attract consumers. Advertisers are willing to spend huge amounts of money to endorse these celebrities knowing that they are the personal and social favorites to influence consumers’ purchase intention as well as their lifestyles, especially in the beauty and fashion industry. Previous research regarding the effectiveness of celebrity endorsement has been done widely, but very little or no studies have been done on automotive brands specifically in Malaysia. Therefore, this study aims to identify the use of celebrity endorsement towards car aficionados, to identify the purchase intention among car aficionados, and to identify the relationship between the use of celebrity endorsement and purchase intention. Hence, this study used a quantitative method distributed to 177 automotive club members. Findings show there are significant impacts of using celebrity endorseme.....

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