Exploring the Nexus of Celebrity Endorsement, Brand Love and Word-of-Mouth in the Telecommunication Sector of Pakistan

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This study investigates the dynamic interaction between celebrity endorsement, brand love and word of mouth within the competitive landscape of Pakistan’s telecommunication sector. Despite a challenging economic environment in Pakistan, this sector has experienced unprecedented growth with a record-breaking revenue of Rs. 694 billion in 2021-22 and substantial investment of USD 2,073 million. This study involved a sample of 290 respondents and data was gathered using a survey questionnaire. The findings revealed a significant positive correlation between celebrity endorsement and the development of brand love. Furthermore, the research establishes that brand love serves as a catalyst for word-of-mouth (WOM). This research offers a theoretical advancement by employing a tri-component attitude model in the domain of behavioral studies. The study contributes to the existing body of knowledge by extending the application of this model to a novel area, thereby enhancing our understanding of behavioral phenomena.