A Study on Impact of Celebrity Endorsement with Reference to Bharathi Cement Corporation Private Limited, Nallalingayapalli
Abstract: This study focuses on analysing the impact of celebrity endorsement on consumer behaviour with reference to Bharathi Cement Corporation Private Limited. The research examines how celebrity endorsements influence purchase decisions, brand perception, and consumer attitudes. Data was collected from 120 respondents using a structured questionnaire and analysed through percentage methods. The findings reveal that celebrity endorsements significantly enhance advertisement attractiveness, brand recall, and consumer confidence. However, the study also indicates that not all consumers are equally influenced, and some remain sceptical about product quality and credibility. Factors such as celebrity credibility, attractiveness, trustworthiness, and celebrity?product fit play a crucial role in determining the effectiveness of endorsements. The study concludes that while celebrity endorsement is a powerful marketing tool, it must be strategically implemented to achieve desired outcomes.
Keywords: Celebrity Endorsement, Consumer Behaviour, Brand Perception, Purchase Decision, Brand Recall, Advertisement Effectiveness, Celebrity Credibility, Consumer Attitude
How to Cite?: Ummanaboina Bhargava, Dr. T. Navaneetha, "A Study on Impact of Celebrity Endorsement with Reference to Bharathi Cement Corporation Private Limited, Nallalingayapalli", Volume 15 Issue 4, April 2026, International Journal of Science and Research (IJSR), Pages: 260-263, https://www.ijsr.net/getabstract.php?paperid=SR26401153654, DOI: https://dx.doi.org/10.21275/SR26401153654