A Study on Influence of Celebrity Endorsement on Brand Perception and Sales

This study dives into how celebrity endorsements shape our views on brands and influence what we buy. As celebrity-driven ads become more popular, brands are leaning heavily on star power to create a strong image and grab attention. Insights gathered from 83 participants with diverse backgrounds show that traits like a celebrity's credibility, attractiveness, popularity, and how well they fit with the product can really boost brand trust, reputation, and appeal. However, when it comes to long-term behaviors like brand loyalty and repeats purchases, their impact seems to be limited. Through statistical methods like Spearman’s correlation and the Kruskal-Wallis test, we found a moderate connection between trust and purchase intent, while demographic factors didn’t play a significant role. Credibility emerged as the most influential factor, whereas how often a celebrity endorses a product ranked the lowest, highlighting the importance of authenticity. Overall, the findings indicate that while celebrity endorsements can enhance brand image and spark interest—especially among younger consumers—their ability to foster lasting relationships with customers is somewhat limited.