Evaluating the Role of Celebrity Endorsement in Shaping Consumer Buying Behaviour

Author(s): Param Dudhani

Abstract:

Celebrity endorsement has emerged as a prominent marketing strategy used by brands to influence consumer behavior and enhance brand value. This study examines the extent to which celebrity endorsements affect consumer buying decisions, brand recall, and trust. Adopting a quantitative research approach, data was collected through structured questionnaires from 120 respondents aged 18–35. Statistical tools such as percentage analysis and correlation were used to evaluate the relationship between celebrity attributes and consumer behavior. The findings indicate that celebrity endorsements significantly increase advertisement visibility, brand recognition, and purchase intention. Consumers are more likely to trust and prefer products endorsed by credible and attractive celebrities. The study also highlights that the effectiveness of endorsements largely depends on the alignment between the celebrity’s image and the product. Mismatched endorsements and negative publicity can reduce consumer trust and impact brand perception adversely. Additionally, real-world examples and financial insights, such as the growth of The Souled Store, demonstrate how branding and celebrity influence contribute to revenue expansion, though high marketing costs may affect profitability. The study Concludes that while celebrity endorsement is a powerful promotional tool, its success depends on strategic selection and long-term brand consistency. Future research can explore the comparative impact of social media influencers.

keywords:
Celebrity Endorsement, Consumer Buying behaviour, Brand Perception, Purchase Intention, Source Credibility Model.

Pages: 62-65     |    24 View     |    1 Download