A RESEARCH ON IMPACT OF CELEBRITY ENDORSEMENTS IN PERSONAL CARE PRODUCTS
Consumer behavior, Brand Loyalty, Celebrity Endorsement, Customer Satisfaction, Purchase Intention.
This study looks at how celebrity endorsements affect customer behavior in the personal care goods industry, with a particular emphasis on young people and consumers from varied cultural backgrounds in Gujarat, India. Brands often work with well-known public figures in fiercely competitive marketplaces to draw attention, enhance brand perception, and sway consumer decisions. The current study investigates how consumer perception and purchasing behavior in the personal care goods industry are affected by celebrity endorsements. The study's primary goal is to comprehend how consumer sentiments toward a brand and their propensity to buy endorsed goods are influenced by elements including celebrity popularity, believability, attractiveness, and relatability. The study is based on primary data gathered from customers who frequently buy personal care goods like skincare, haircare, and grooming items using a standardized questionnaire. Consumer responses were analysed using a quantitative research approach to find trends in consumer preferences and attitudes about brands promoted by celebrities. In order to better understand customer behavior in relation to marketing communication tactics, the data gathered from respondents was arranged and evaluated using statistical techniques and descriptive analysis. The study's conclusions show that consumer awareness, brand memory, and brand trust are all strongly impacted by celebrity endorsement. Products recommended by trusted or admired celebrities tend to be seen favourably by consumers. The study also emphasizes how important the celebrity's public persona and trustworthiness are in influencing consumers' trust in the product. Nevertheless, the degree to which a celebrity's personality aligns with the brand they advocate also affects how effective endorsements are. Overall, the study finds that, when employed properly, celebrity endorsements are a successful marketing strategy for personal care companies. Businesses can improve customer engagement and solidify their market position by choosing celebrities that fit the brand's identity and values. For marketers creating effective advertising campaigns in the personal care sector, the report offers helpful information.
Registration ID: IJVRA_702279 Published ID: IJVRA2603754
"A RESEARCH ON IMPACT OF CELEBRITY ENDORSEMENTS IN PERSONAL CARE PRODUCTS", IJVRA - International Journal of Versatile Research and Analysis (www.IJVRA.org), ISSN:2984-8903, Vol.4, Issue 3, page no.797-808, March-2026, Available :https://ijpub.org/IJVRA/papers/IJVRA2603754.pdf
Paper Reg. ID: IJVRA_702279
Published Paper Id: IJVRA2603754
Research Area: Other area not in list
Country: Vadodara, Gujarat, India
ISSN: 2984-8903 | IMPACT FACTOR: 9.12 Calculated By Google Scholar | ESTD YEAR: 2023
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Publisher: IJVRA (IJ Publication) Janvi Wave
© 2026 - Authors hold the copyright of this article. This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition.
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