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The current attempted to test relationship among celebrity endorsement credibility, brand personality dimensions and purchase intension of consumers for cell phone. The study has used five dimensions i.e. responsibility, activity, aggressiveness, simplicity and emotionality of brand personality framework by Geuens et.al (2009) and has employed Ohanian (1990) scale for measuring celebrity endorser credibility on 5 point likert scale. Convenient sampling technique was used to collect data from 350 consumers residing in Attock, Islamabad and Wah cities of Pakistan. Hypotheses were confirmed by means of correlation and u-test. Multiple regression was also applied to the whole research model. Result indicates all five brand-personality dimensions showed statistically significant effects on purchase intension of consumer towards cell phone. From this research it was found that celebrity endorser influence purchase intension of consumers. Moreover there is significant difference in perception of male and female consumer towards endorser credibility, brand personality.
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