DefinePK

Abstract

The article examines the high-profile celebrity endorsement of low-quality products in developing economies, considering the moderating influence of perceived product quality. Celebrities are usually regarded as attractive, competent, and trustworthy, but their influence power subsides when the promoted goods do not meet customer expectations. To study this dynamic, a quantitative survey was conducted among 200 respondents using a structured questionnaire on a five-point Likert scale. Specific constructs included celebrity attractiveness, expertise, trustworthiness, consumer trust, perceived product quality, and purchase intention. Data analysis was conducted using descriptive statistics, reliability and validity tests, and structural equation modelling (SEM). Findings indicate that positive celebrity attributes have a positive impact on consumer trust and purchase intention; however, perceived product quality emerges as a stronger predictor of consumer purchase intention and mediates the effects of the celebrity variables. Although better product quality amplified the impact created by the attractiveness and the expertise of the celebrities, it failed to reinforce the level of trust, which is a limiting condition in celebrity endorsement theory. These results emphasise that any endorsement strategy used by marketers in emerging markets must be aligned with the actual product performance to mitigate reputational risk and consumer backlash. This study supports the endorsement theory and highlights the importance of product quality in maintaining the influence of celebrities, particularly in underdeveloped economies, by establishing key boundaries.