Examining the Impact of Celebrity Endorsements on Brand Awareness, Credibility, and Purchase Intentions

Abstract

Celebrity endorsements have been a popular marketing tool for decades. This study aims to analyse the effectiveness of celebrity endorsements in building brand awareness, credibility, and purchase intentions. The study utilizes a systematic review of existing literature to identify key findings and trends. The study may suggest that celebrity endorsements can have a positive impact on brand awareness, as celebrities have the ability to reach a large audience and capture attention. However, the effectiveness of celebrity endorsements in building brand credibility is more mixed. While some studies suggest that celebrity endorsements can increase credibility, others indicate that the credibility of a celebrity can be negatively affected by scandals or controversy. Regarding Consumer Purchase Intentions, Varied Outcomes were Observed. Some studies suggest that celebrity endorsements can increase purchase intentions, particularly for low-involvement products. However, it is worth noting that the impact of celebrity endorsements on purchase intentions may be influenced by various factors, including product quality and price, which are considered more significant by consumers. Overall, while celebrity endorsements can be a useful tool in advertising, their effectiveness in building brand awareness, credibility, and purchase intentions is dependent on several factors, including the product being advertised, the celebrity's reputation, and the target audience. Furthermore, the study underscores the significance of carefully selecting an appropriate celebrity for a specific brand. It is crucial to consider various factors when choosing a celebrity endorser, such as their credibility, relevance to the product or service, and their appeal to the target audience. The celebrity should be perceived as credible and trustworthy by the target audience, and their image should align with the values and personality of the brand. For instance, a celebrity who is popular and influential in one country may not have the same impact in another. Celebrity endorsements are more effective for low-involvement products, where the consumer is not highly invested in the decision-making process. Finally, the study suggests that the effectiveness of celebrity endorsements in building brand awareness, credibility, and purchase intentions may decline over time. As more and more brands use celebrity endorsements, consumers may become immune to them and start to view them as less authentic and trustworthy. Therefore, it is important for brands to constantly evaluate the effectiveness of their celebrity endorsement strategy and make adjustments as needed.