International Journal on Science and Technology

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Star Power: Evaluating the Impact of Celebrity Endorsements on Brand Perception and Consumer Buying Behavior in the Fashion Industry

Author(s) Manisha Rao, Dr. A. Dinesh
Country India
Abstract The research study, "Star Power: Evaluating the Impact of Celebrity Endorsements on Brand Perception and Consumer Buying Behaviour in the Fashion Industry," examines how celebrity endorsements shape consumer perception and influence purchasing behaviour. The study aims to determine the effectiveness of celebrity endorsements in building trust, brand credibility, and consumer engagement, particularly in the fashion industry. Using a mixed-method approach, the study collects data from 100-120 participants in Hyderabad through structured questionnaires and observations. Findings reveal that younger consumers are more influenced by celebrities, as endorsements enhance brand desirability and trustworthiness. However, over-endorsement and mismatched endorsements can negatively affect brand value. The research highlights that credibility, congruence with the brand image, and audience alignment are critical factors for successful celebrity endorsements. It provides strategic insights for marketers to select endorsers aligned with brand identity and target demographics to maximize return on investment (ROI), sustain consumer engagement, and safeguard brand reputation. The study offers practical implications for optimizing celebrity partnerships in competitive fashion markets.
Keywords Brand Perception and Consumer Buying Behavior in the Fashion Industry
Published In Volume 16, Issue 1, January-March 2025
Published On 2025-02-17
Cite This Star Power: Evaluating the Impact of Celebrity Endorsements on Brand Perception and Consumer Buying Behavior in the Fashion Industry - Manisha Rao, Dr. A. Dinesh - IJSAT Volume 16, Issue 1, January-March 2025. DOI 10.71097/IJSAT.v16.i1.1865
DOI https://doi.org/10.71097/IJSAT.v16.i1.1865
Short DOI https://doi.org/g85dkx
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