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ABSTRACT
Celebrity endorsements have become a ubiquitous marketing strategy, with companies spending millions to partner with famous faces. This study examines the impact of celebrity endorsements on consumer purchase behavior, exploring how factors like celebrity credibility, consumer involvement, and brand fit influence the effectiveness of endorsements. Our findings suggest that celebrity endorsements can significantly influence consumer purchase decisions, particularly when the celebrity is perceived as credible and the endorsement aligns with the brand's values. However, the impact can vary depending on individual consumer characteristics and the product category. Our research provides insights for marketers seeking to maximize the return on investment in celebrity endorsements. Celebrity endorsements can Increase brand awareness and recognition, Build brand credibility and trust, Influence consumer attitudes and preferences, Drive purchase decisions and loyalty, Appeal to specific demographics and target audiences However, effectiveness depends on Celebrity credibility and relevance, Brand fit and authenticity, Consumer involvement and engagement, Product category and market conditions. Strategic selection and execution are crucial for maximizing the impact of celebrity endorsements on consumer purchase behavior.
