• Abhishek Onkarsingh Baisthakur

This study delves into the examination of the "Study of Impact of Celebrity Endorsement on Customer’s Purchase Intention." Celebrity endorsement, as analysed in this research, is delineated by three fundamental dimensions, namely Exposure, Attention and Intentions to Purchase. These constituent elements collectively form the comprehensive construct of celebrity endorsement. The empirical findings of this investigation reveal a noteworthy association between the credibility dimension, comprising expertise and trustworthiness, of the celebrity and its positive impact on consumers' intentions to purchase products. Moreover, celebrities play a pivotal role in transferring nuanced meanings to the endorsed products, thereby exerting a positive influence on consumers' intentions to procure products. The transferred meanings suggest a consumer perception that celebrity-endorsed products imbue a sense of classiness and glamour, concurrently serving as symbols of elevated status. Additionally, this research underscores the pronounced attraction that celebrity-endorsed advertisements hold for consumers compared to those devoid of celebrity involvement. This heightened attractiveness contributes to increased consumer recall of celebrity-endorsed products, facilitating easier product recollection. In essence, this research underscores the intricate interplay between the various dimensions of celebrity endorsement, consumer perceptions, and subsequent purchasing behaviour within the industry. These findings furnish valuable insights for both academic researchers and marketing practitioners seeking a nuanced understanding of the mechanisms underlying consumer responses to celebrity endorsements in the context of various products.

Celebrity Endorsement, Influencer Marketing, Purchase Decision, Consumer Behaviour, Marketing.

"The Study of Impact of Celebrity Endorsement on Customer's Purchase Intention", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 10, page no.e281-e299, October-2024, Available :http://www.jetir.org/papers/JETIR2410431.pdf

"The Study of Impact of Celebrity Endorsement on Customer's Purchase Intention", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 10, page no. ppe281-e299, October-2024, Available at : http://www.jetir.org/papers/JETIR2410431.pdf