Authors: Shivangi Kaur, Dr. Ashish Chandra
Abstract: Celebrity endorsement has become one of the most widely used marketing strategies in modern advertising. Brands often collaborate with well-known personalities to enhance brand image, increase credibility, and influence consumer perceptions. The purpose of this study is to examine the impact of celebrity endorsements on brand credibility and consumer trust. The study explores how the popularity, attractiveness, expertise, and trustworthiness of celebrities influence consumer attitudes toward a brand. With increasing competition in the marketplace, companies rely heavily on endorsements to build emotional connections with consumers and improve brand recall. The research analyzes how consumers interpret celebrity associations with brands and how these endorsements influence purchasing decisions. The findings indicate that celebrity endorsements significantly contribute to strengthening brand credibility and improving consumer trust when the celebrity image aligns with the brand identity. However, inappropriate or controversial celebrity behaviour may negatively affect brand perception. The study provides insights for marketers to strategically utilize celebrity endorsements in advertising campaigns to enhance consumer trust and brand reputation.
DOI: https://doi.org/10.5281/zenodo.19017259
