Vijayakumar Gajenderan

Advertisers regularly utilize endorsers as credible sources to conciliate purchaser awareness, customer attitude, and buying objectives. The current paper aims to examine the influence of owner endorsers’ expertise, knowledge, integrity, familiarity, and credibility on consumers’ buying decisions and purchase intentions. The population of this study includes customers of prominent gold and diamond jewelry brands in the southern part of India. The data are subjected to quantitative examination. A comprehensive review was undergone to make a situational analysis. A multi-stage sampling approach was administered to collect the feedback of respondents from the southern states of India. The samples were analyzed using statistical tools like multiple regression and structural equation modeling to find the model fit and relationships among different variables. The outcome of the study highlights that brand endorsers’ expertise, integrity, and credibility play a vital role in conveying trustworthiness and genuineness about the product and its usage. This study also contributed insights into the implication of owners’ endorsement by influencing buying decisions and purchase intentions of jewelry customers.