... partial least squares. Findings The analysis revealed that celebrity endorsement positively influences attitude and brand image. Meanwhile, brand image has a positive effect on attitude and continuance of use of non-halal certified cosmetics. Additionally, attitude has a positive effect...

... in predicting consumer religion? Trustworthiness is related to the validity of the celebrity endorser’s assertions about the product in the view of the customer (Erdogan, 1999 ; Hovland et al., 1953). Establishing a level of trustworthiness is the most effective and useful way to make the customer...