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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM67135
Volume:
10 |
9 |
Sep 2026
Pages:
1-7
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Management
M.B.Khalsa College,Indore
Management
KCES's Institute of Management & Research, Jalgaon
Celebrity endorsement has emerged as an important marketing communication strategy used by organisations to attract consumer attention, enhance brand visibility and influence consumer perceptions and purchasing decisions. However, the effectiveness of celebrity endorsement may vary depending on the characteristics of the celebrity, the nature of the endorsed product and the perceived compatibility between the celebrity and the product. The present study examines the impact of celebrity endorsement on customer buying behaviour towards baby care products, with special reference to Navi Mumbai City.The study particularly focuses on the role of celebrity credibility in influencing customer buying behaviour. Based on the TEARS framework and the celebrity credibility dimensions proposed by Ohanian, the study examines three major dimensions: Trustworthiness, Expertise and Attractiveness. These dimensions are particularly relevant to baby care products, where consumers generally give considerable importance to product quality, safety, reliability, brand reputation and suitability for infants and young children. The study also examines the relationship between celebrity endorsement, customers’ perception of celebrity-endorsed advertisements and customer buying behaviour. The research addresses a relatively limited area of investigation, as celebrity endorsement has received considerable attention across various product categories, while comparatively less attention has been given to baby care products. Furthermore, the study seeks to understand the contribution of specific celebrity credibility dimensions within a particular consumer and geographical context. Navi Mumbai City has been selected as the study area considering its urban consumer environment, availability of branded baby care products through retail and online channels, changing family structures, urban lifestyles and consumers’ exposure to television, social media and digital advertising. The study is expected to provide empirical insights into the role of celebrity endorsement and its selected credibility dimensions in shaping customer buying behaviour towards baby care products. It may also contribute to the existing literature on celebrity endorsement and consumer behaviour and provide useful implications for marketers in selecting suitable celebrity endorsers and developing effective marketing communication strategies for the baby care product market.
KEYWORDS
The present study examined the impact of celebrity endorsement on customers’ buying behaviour towards baby care products, with special reference to Navi Mumbai City. The findings demonstrate that celebrity endorsement plays an important role in influencing customers’ buying behaviour. Advertisement effectiveness showed a positive and statistically significant relationship with buying behaviour (r = .601, p < .001), while customer perception also demonstrated a significant positive relationship (r = .645, p < .001). Among the major celebrity attributes, trustworthiness showed a strong positive relationship with buying behaviour (r = .745, p < .001; B = .62). Expertise demonstrated the strongest relationship (r = .752, p < .001; B = .53), indicating that knowledgeable and competent celebrities can influence customers more effectively. Physical attractiveness also showed a significant positive relationship (r = .624, p < .001; B = .38). The demographic analysis revealed significant differences in buying behaviour across gender, age, educational qualification, income, marital status, and family structure, whereas occupation was not significant (p = .100). Overall, the study concludes that effective celebrity endorsement depends not only on celebrity popularity but also on trustworthiness, expertise, physical attractiveness, advertisement effectiveness, and favourable customer perception. Among these factors, expertise and trustworthiness emerged as particularly important. Therefore, marketers should select credible, knowledgeable, and suitable celebrities to strengthen customer buying behaviour towards baby care products in Navi Mumbai City.
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Publication Date
9/11/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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