Impact of Celebrity Endorsements on Brands

Abstract

Celebrity endorsement is a very popular marketing type that has dominated the industry. This research paper analyses the impact of celebrity endorsement on brands. This form of marketing became common since television was born. It involves the feature of celebrities in the commercials to help people develop a connection with the brand. Three important attributes discussed in this paper are; brand perception, brand loyalty, and the buying behaviour of the consumer. This study also sheds light on a growing trend of endorsements by celebrities in Pakistan with the youth being the main focus of marketers as these days; they are the ones who seem most impacted by this marketing approach. There are several objectives associated with celebrity brand endorsements. These objectives include the determination of the relationships that exist between the two main variables namely; celebrity endorsement and customer values.