Impact of online reviews and celebrity endorsement on the brand reputation of healthcare services: evidence from India

This research examines the effects of online reviews and celebrity endorsements on the brand reputation of healthcare services. Empirical data were gathered through a survey using 32 scale items that were adapted and refined from previous studies. These items were specifically crafted to assess eight essential variables associated with celebrity endorsement and brand reputation. A purposive sampling methodology was utilised to select 524 online purchasers from e-commerce platforms operating in India. The findings indicate that celebrity attractiveness, celebrity credibility, and online reviews exert a significant influence on consumer perceptions of celebrities within the Indian healthcare industry. Moreover, online reviews, brand awareness, and brand loyalty exert a positive effect on brand attitude. Additionally, attitude toward celebrity has a substantial positive impact on both brand attitude and brand reputation. The results underscore the pivotal importance of online reviews and celebrity endorsements in shaping the brand reputation of healthcare services in India.