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

This study develops decision-making models to examine the impact of celebrity endorsement on consumer purchase intentions across two contrasting cultures: individualistic Spain and collectivistic India. Utilizing the fuzzy forgotten effects theory, which accounts for overlooked second-generation effects in cause–effect relationships, the research identifies key celebrity endorsement parameters—such as credibility, physical attractiveness, brand awareness, brand loyalty, and perceived product quality—that influence consumer behavior differently in each cultural context. Findings indicate that celebrity credibility is universally important, while individualistic consumers prioritize attractiveness and brand loyalty, and collectivistic consumers emphasize credibility alongside perceived product quality. The models offer practical guidance for marketers to tailor celebrity endorsement strategies culturally, enhancing long-term brand profitability. Limitations include the focus on the fashion industry, traditional male celebrities, and only two countries, suggesting avenues for broader future research.