• Vijay Singh Thakur

The entire world is moving very fast and most of the company is becoming the part of globalization. In order to make the competitive advantage it is important to marketer to focus more on their promotional strategies, these strategies may be highly related with celebrity endorsement. The present research study is based on impact of celebrity endorsement on consumer brand selection. In order to explore the importance of celebrity endorsement the popularity, familiarity, trustworthiness and proficiency of the celebrity has been discussed with consumer brand selection. The findings of the study were based on hypothesis testing which has been done by using t test at 5% level of significant. The result of the hypothesis result clearly explore that popularity, familiarity and trustworthiness have a significant impact on consumer brand selection, however proficiency of the celebrity is not positively and significantly related with consumer preference regarding selection of brand.

Celebrity endorsement, Popularity, Familiarity, Trustworthiness, proficiency, consumer brand choice

"A Study on the Impact of Celebrity Endorsement on Consumer Brand Choice", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.i700-i703, March-2024, Available :http://www.jetir.org/papers/JETIR2403891.pdf

"A Study on the Impact of Celebrity Endorsement on Consumer Brand Choice", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppi700-i703, March-2024, Available at : http://www.jetir.org/papers/JETIR2403891.pdf