The Effect of Celebrity Endorsements on Students’ Brand Awareness and Purchase Intention to Dine at Selected Fast-Food Restaurants

Antonino F. Alejandro, Ma. Corazon C. Villanueva, Romnick M. Maestre and Jan Heinrich S. Pugal
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Antonino F. Alejandro: College of Business and Management – Hospitality Management Program, San Juan de Dios Educational Foundation, Inc. – College
Ma. Corazon C. Villanueva: College of Business and Management – Hospitality Management Program, San Juan de Dios Educational Foundation, Inc. – College
Romnick M. Maestre: College of Business and Management – Hospitality Management Program, San Juan de Dios Educational Foundation, Inc. – College
Jan Heinrich S. Pugal: College of Business and Management – Hospitality Management Program, San Juan de Dios Educational Foundation, Inc. – College

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 3321-3340

Abstract: Many organizations use celebrity endorsements as one of the most well-liked marketing tools in different advertising platforms to purchase goods or services, and the accuracy of endorser selection is an intrinsic attribute to develop brand awareness for the customer on the products it supports and affects their buying intention. Thus, the study aims to determine the effect of celebrity endorsements, such as credibility, trustworthiness, and likeability, on students’ brand awareness and purchase intention to dine at selected fast-food restaurants. Celebrity endorsement-based investigations in the fast-food sector have been scarce in the literature, particularly from a Southeast Asian context. The study findings reveal that celebrity endorsement factors strongly influence brand awareness and purchase intention, with the research model explaining 59.9 percent of the variance in brand awareness and 53.6 percent in purchase intention. The study further reveals that likability was the main factor in choosing a celebrity endorser, followed by credibility and trustworthiness. Surprisingly, the purchase intention factor was not just the reason for customers to dine in a fast-food restaurant but was likewise influenced by the quality of the meal, the service, and the cost. The study attempts to develop a restaurant marketing framework as an output of the study. This research adds an empirically supported strategic marketing idea for promoting fast food restaurants through celebrity endorsements from a non-western context.

Date: 2025
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