• Munipalli Gayatri Sri Divya
• Ronak Bharalawala
• Lakshya Jain
• Priya Agarwala

Celebrity endorsements have long been used as marketing strategies for the promotion of their brand image and stimulation of brand image. This study will help us investigate the influence of celebrity endorsements on brand image and purchase intention. This paper examines the mechanisms through which celebrity endorsements impact consumers’ perceptions and purchase decisions. This paper also discusses the factors moderating the effectiveness of celebrity endorsements and highlights the implications for marketers as well as consumers. The findings suggest that while celebrity endorsements can positively influence brand image and purchase intention, their effectiveness is contingent on factors such as celebrity brand fit, credibility and congruence with the endorsed product or service, moreover, this paper underscores the importance of considering ethical and potential risks associated with celebrity endorsements in marketing strategies.

Celebrity Endorsements, Brand Image, Purchase Intention, Consumer Behaviour, Marketing Strategies.

"The influence of celebrity endorsements on brand image and purchase intention: A review and analysis.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.c141-c153, April-2024, Available :http://www.jetir.org/papers/JETIR2404218.pdf

"The influence of celebrity endorsements on brand image and purchase intention: A review and analysis.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppc141-c153, April-2024, Available at : http://www.jetir.org/papers/JETIR2404218.pdf