Impact of Celebrity Endorsement on the Behavior of Banking Service Users

Authors

• Salima Debbarh Mounir, Associate Professor (Habilitated), Research Laboratory in Development Economics and Organizational Governance (LAREDGO), Faculty of Legal, Economic and Social Sciences Ain Chock (FSJES-AC), Hassan II University of Casablanca.Follow
• Safaa Idmoussa, PhD Candidate, Faculty of Legal, Economic and Social Sciences Ain Chock (FSJES-AC), Hassan II University of Casablanca.Follow

Abstract

This article examines the impact of advertising campaigns using celebrity endorsement strategies on the behavior of banking service users. The study is based on a qualitative investigation conducted among both customers and non-customers of the selected banking institution. The findings indicate that the presence of celebrities in advertising can effectively capture public attention and significantly enhance brand awareness and recognition. However, celebrity endorsement alone is insufficient to ensure customer loyalty. Service quality and user experience remain the primary determinants of trust and long-term relationships between banks and their customers.

Recommended Citation

Debbarh Mounir, Salima and Idmoussa, Safaa (2026) "Impact of Celebrity Endorsement on the Behavior of Banking Service Users," Revue Marocaine de Droit, d'Economie et de Gestion (Moroccan Journal of Law, Economics and Management): Vol. 31: Iss. 1, Article 5.
https://doi.org/10.66499/2665-7112.1620
Available at: https://scholarhub.univh2c.ma/remadeg/vol31/iss1/5

DOI

10.66499/2665-7112.1620