MANAGEMENT

Detailed explanation-1: -The success of such strategy is mostly owed to the celebrity herself. Her attractiveness and credibility positively influence ad recall. Purchasing intention is motivated mainly by the credibility of the celebrity endorser. The consumer is appealed to the celebrity through her attractiveness.

Detailed explanation-2: -With celebrities vouching for or promoting their products, brands can increase awareness, trust and familiarity, which are important variables in the purchase decision-making process. Consumers feel more sympathetic towards a brand, if their products are promoted by a celebrity they admire or relate to.

Detailed explanation-3: -Celebrity endorsement, also known as celebrity branding or celebrity advertising is a marketing strategy that uses a celebrity’s fame and image to promote a brand or product. Other use cases include not-for-profit organizations that leverage a celebrity’s fame to raise awareness or funding around a cause.

Detailed explanation-4: -The findings indicate that a celebrity endorser who has attributes such as attractiveness, trustworthiness, and familiarity has a positive influence on consumer’s perception of quality, purchase intentions, and brand loyalty.