The Impact of Celebrity Endorsements on Brand Equity and Consumer Behavior

The prevalence of celebrity endorsements in brand promotion has witnessed a significant rise in recent years. Marketers increasingly recognize the persuasive influence of celebrities on consumer purchasing behavior. Celebrity endorsement is widely regarded as a strategic tool that can confer distinctive attributes upon a product, enhancing its appeal and marketability. This paper examines key concepts of brand endorsement, drawing upon both Indian and global examples to illustrate the impact of celebrity associations on brand equity and consumer perception.