Decision-making in Choosing an Effective Celebrity Endorsement Strategy Using Fuzzy Forgotten Effects: A Cross-cultural Study

Karan Patel, Francicso-Javier Arroyo-Cañada and Jaime Gil-Lafuente

Foreign Trade Review, 2026, vol. 61, issue 2, 139-166

Abstract: The main purpose of this study is to develop models that illustrate the impact of celebrity endorsement on consumer purchase intention, taking into consideration the important dimension of culture: individualism (Spain) versus collectivism (India). The study utilises the analytical model of the fuzzy forgotten effects theory to build a model for decision-making in choosing an effective parameter that affects consumer purchase intentions with respect to celebrity endorsement across two distinct cultures. These models provide insights into the impact of celebrity endorsement over time and across different stages of the consumer decision-making process. The contributions of this research will help marketers to select appropriate celebrity parameters for celebrity endorsements across varied cultures, which would be fruitful for the brand in the long term. This research will also draft a framework for branding managers that can be adopted by companies to increase profitability. This paper applies the theory of forgotten effects with the analysis of cause and effect in the field of marketing. The main contribution of this article is that it allows the second-generation effects to be considered during the decision-making process, which could go unnoticed by decision-makers at first, thereby reducing the risks associated with decision-making. JEL Codes: M31, C02

Keywords: Celebrity endorsement; cross-culture; purchase intentions; forgotten effects theory; decision-making (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/00157325231214046 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:fortra:v:61:y:2026:i:2:p:139-166

DOI: 10.1177/00157325231214046

Access Statistics for this article

More articles in Foreign Trade Review
Bibliographic data for series maintained by SAGE Publications ().