UNPACKING THE INFLUENCE OF CELEBRITY BRAND AMBASSADORS ON CONSUMER PURCHASE INTENTIONS IN THE FASHION INDUSTRY (KEY IJP************560)

• Tushar Bhatia

Abstract

This research paper investigates the influence of celebrity brand ambassadors on consumer purchase intentions within the fashion industry. Adopting a mixed-methods approach, the study combines qualitative and quantitative analyses to provide a comprehensive understanding of the complex dynamics shaping consumer attitudes towards celebrity endorsements in fashion. Sampling targets fashion consumers aged 18-45 across diverse demographics and geographic locations, utilizing purposive and random sampling techniques to ensure representation across various segments. Primary data collection methods include structured online surveys and semi-structured interviews, enabling a nuanced exploration of consumer perceptions and motivations.Variables examined encompass celebrity brand ambassadors (persona, credibility, relevance) as the independent variable, consumer purchase intentions towards endorsed fashion products as the dependent variable, and control variables such as demographics and past purchase behaviour.Data analysis entails thematic analysis of qualitative data from interviews and statistical analysis of quantitative data from surveys. The integration of findings offers a holistic view of the impact of celebrity endorsements on consumer behaviour.Ethical considerations prioritize participant consent, confidentiality, and adherence to ethical guidelines. The study acknowledges limitations such as social desirability bias and external influences, while ensuring validity and reliability through rigorous testing.