Impact of Celebrity Endorsement on Brand Building: A Cross Sectional Study

Abstract

This essay investigates how star endorsement affects the creation of brands. Over the years, using celebrities to promote goods has become a common marketing tactic, with many brands making significant investments in celebrity endorsements. The advantages of using celebrities in advertising are examined, along with any possible disadvantages. It also looks at what makes a celebrity endorsement effective, including how well the endorsement fits with the business, how credible the celebrity is, and how relevant it is to the intended audience. To highlight the effects of celebrity endorsements on company image, consumer attitudes, and purchase behaviour, the study draws on academic literature and case studies. The results imply that a properly executed celebrity endorsement can have a positive effect on brand development, but they also highlight the significance of carefully choosing and managing celebrity endorsements to prevent unfavourable outcomes. Overall, this paper advances our knowledge of how celebrity endorsements help develop brands and offers useful advice for companies looking to use this marketing tactic.