<![CDATA[Objective: Grounded in the Theory of Planned Behavior (TPB) and the Match-Up Hypothesis, this study examines how celebrity endorsement credibility influences consumers’ purchase intention, with attitude toward the brand as a mediating variable and brand congruity as a moderating factor in the context of the Muslim fashion brand Buttonscarves. Research Design & Methods: An online survey collected responses from 181 individuals who were familiar with Buttonscarves products. The analysis employed PLS-SEM to evaluate construct validity and to test the structural model, including the second-order construct of endorser credibility. Findings: Celebrity endorsement credibility positively influences both brand attitude and purchase intention. Brand attitude also significantly mediates this relationship. However, brand congruity does not moderate the link between brand attitude and purchase intention, indicating that perceived credibility and emotional evaluation are stronger determinants of purchase intention than perceived endorser–brand fit. Implications & Recommendations: Marketers should prioritize endorsers with strong authenticity and credibility to strengthen brand attitudes and drive consumer intention, rather than relying solely on perceived image similarity. Contribution & Value Added: This study advances understanding of endorsement effectiveness by empirically integrating TPB and the Match-Up Hypothesis in the Muslim fashion context. In this area, empirical evidence remains limited. The findings provide theoretical and practical insights into designing culturally aligned and attitude-driven endorsement strategies.]]>
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