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

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Celebrity endorsements enhance brand image and purchase intent among consumers, while their long-term impact on loyalty is limited.
A moderate connection exists between brand trust and purchase intent, with credibility being the most influential factor identified.
Statistical methods, including Spearman’s correlation and the Kruskal-Wallis test, reveal demographic factors play a minor role in responses to endorsements.
Despite the effectiveness in generating interest, celebrity endorsements struggle to build lasting customer relationships.

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Observational analysis shows celebrity endorsements influence brand perception and purchase intent, suggesting their role in marketing strategies.

Prasad et al. (2025) studied this question.

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Observational analysis shows celebrity endorsements influence brand perception and purchase intent, suggesting their role in marketing strategies.