Authors: Sanika Jagdish Nichal, Prof. Akshay Yeotikar, Yash Bajole
Abstract: This study investigates the relationship between celebrity endorsement and consumer behavior within the emerging Indian Demi-Fine jewelry market, specifically focusing on the brand Palmonas. As traditional gold and diamond sectors face competition from affordable luxury alternatives, brands are increasingly utilizing high-profile celebrities to bridge the "trust gap" inherent in online luxury retail. This research employs a quantitative approach to measure how source credibility (attractiveness, trustworthiness, and expertise) influences two key metrics: brand trust and customer engagement. Preliminary findings suggest that celebrity association not only increases brand recall but also significantly reduces perceived risk, encouraging higher digital engagement and purchase intent among Gen Z and Millennial consumers.
DOI: https://doi.org/10.5281/zenodo.20320827
