The Influence of Celebrity Endorsements on Consumer Purchasing Behaviour (KEY IJP************263)

• Mr. Sunil Hegde

Abstract

Celebrity endorsement is a widely used marketing strategy that significantly influences consumer behaviour, brand perception, and purchase intention. Several studies highlight key attributes that determine the effectiveness of celebrity endorsements, including trustworthiness, expertise, attractiveness, credibility, popularity, and congruence with the brand. Among these, trustworthiness often emerges as the most critical factor, shaping consumer attitudes and encouraging positive word-of-mouth. Expertise and attractiveness also play important roles, particularly in creating emotional connections with consumers and enhancing the perceived quality of the endorsed product. This research paper focuses on understanding the influence of celebrity endorsements on consumer behaviour, examining factors such as trust, purchase decisions, and preferred endorsement channels. To gather insights, we collected data through surveys from 50 respondents, covering aspects like the frequency of noticing endorsements, trust in different types of celebrities, and the impact of endorsements on purchase decisions.