Does celebrity entrepreneur endorsement influences brand attitude and purchase intentions?

Celebrities are known for their role as a product endorser namely celebrity endorser. Their roles as celebrity endorsement are adopted as an attraction to create buying behaviour had been widely studied in the previous research. Recently, celebrities started to open their own business. It became a trend among celebrities to have their own business, namely celebrity entrepreneur. However, studies in the context of celebrity entrepreneur still limited. Hence, this study is conducted to develop the concept of celebrity entrepreneur by investigating the relationship of credibility of celebrity, brand credibility, advertisement, and self-brand connection. In addition, attitude toward the brand acts as mediator in shaping consumer's approach of purchase intention. This study adopted quantitative research by conducting an online survey. Data collected were from 351 among generation Y in Northern Malaysia aged 25 to 40. The findings of this study indicate significant influences of credibility of celebrity, brand and self-brand connection on purchase intention, which are mediated through attitudes towards the brand. Theoretical and methodological were discussed, and several suggestions for future research were identified and recommended. In short, this study helps to further understand the purchase intention in celebrity entrepreneurship context. [ABSTRACT FROM AUTHOR]