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India | Commerce and Economic Studies | Volume 15 Issue 1, January 2026 | Pages: 990 - 992
The Impact of Celebrity Endorsements on Brand Equity and Consumer Behavior
Abstract: The prevalence of celebrity endorsements in brand promotion has witnessed a significant rise in recent years. Marketers increasingly recognize the persuasive influence of celebrities on consumer purchasing behavior. Celebrity endorsement is widely regarded as a strategic tool that can confer distinctive attributes upon a product, enhancing its appeal and marketability. This paper examines key concepts of brand endorsement, drawing upon both Indian and global examples to illustrate the impact of celebrity associations on brand equity and consumer perception.
Keywords: Celebrity Endorsement, Brand Promotion, Consumer Behavior
How to Cite?: Dr. M. N. Prakasha, "The Impact of Celebrity Endorsements on Brand Equity and Consumer Behavior", Volume 15 Issue 1, January 2026, International Journal of Science and Research (IJSR), Pages: 990-992, https://www.ijsr.net/getabstract.php?paperid=SR26115161714, DOI: https://dx.doi.org/10.21275/SR26115161714