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The central aim is to evaluate the effect of celebrity endorsements on brand credibility and consumer trust.

March 16, 2026Open Access

Dissertation Impact of Celebrity Endorsements on Brand Credibility and Consumer Trust

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The central aim is to evaluate the effect of celebrity endorsements on brand credibility and consumer trust.
Evaluated celebrity characteristics like popularity, attractiveness, expertise, and trustworthiness.
Analyzed consumer attitudes toward brands associated with celebrities.
Examined the relationship between celebrity behavior and brand perception.
Celebrity endorsements significantly enhance brand credibility.
Consumer trust improves when the celebrity aligns with brand identity.
Controversial celebrity behavior can negatively impact brand perception.

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This analysis examines how celebrity endorsements influence brand credibility and consumer trust, suggesting strategic marketing applications.

Kaur et al. (2026) studied this question.

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This analysis examines how celebrity endorsements influence brand credibility and consumer trust, suggesting strategic marketing applications.