Authors : Doina Vicol

Volume/Issue : Volume 10 - 2025, Issue 1 - January

Google Scholar : https://tinyurl.com/u7jtcs5y

Scribd : https://tinyurl.com/4335935y

DOI : https://doi.org/10.5281/zenodo.14810103

Abstract : Nowadays marketers are using celebrities for promoting the brand and targeting the consumers that are attracted by famous people who are advertising the products. The aim of this research is to identify and critically analyze the importance of celebrity endorsement and the impact on consumer buying behavior. The previous research has shown that star endorsement strategy is used by multiple top brands worldwide such as Nike, Pepsi, Dior, Kalvin Klein to generate higher sales and to build credibility to the brand offer Furthermore, this study focuses on examining the perception of consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intentions and finally the impact of celebrity endorsements on their Consumer Buying Behavior. Recommendation for companies regarding selection of celebrities is that companies should do that after ensure that the celebrities’ image and overall personalities must match with the brand personality.

Keywords : Celebrity Endorsement, Consumer Buying Behavior.

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