15 Jul 2022 --- Researchers at Esa Unggul University, Jakarta, Indonesia, have found that skincare celebrity endorsers’ attractiveness can increase consumer purchase intentions and their credibility can increase positive brand attitudes. Also, positive brand attitudes boost purchase intentions. The researchers conducted a study with 165 respondents. Their purpose was to provide an explanation of the effect of attractiveness, credibility and brand attitude on consumers’ purchase intentions on skincare products specifically.
