A Study on the Role of Celebrity Endorsement in Building Brand Image

This study examines the impact of celebrity endorsements on brand image, trust, emotional connection, and purchase behaviour among young adults in urban Bangalore. Based on responses from 70 participants, analysed through correlation and regression, results show that endorsements enhance emotional engagement and brand perception, with celebrity credibility playing a key role in building trust and driving loyalty. Although trust and emotional appeal strongly influence purchases, stated preferences often differ from actual behaviour. Brands are advised to select credible, emotionally resonant celebrities and suitable media channels to achieve maximum impact, as strategic endorsement choices can significantly boost market competitiveness. The study also highlights that alignment between the celebrity’s image and the brand is crucial for authenticity, and that social media and television remain the most effective platforms for reaching consumers.