The IUP Journal of Marketing Management
The Power of Celebrity Attributes in Purchase Decision and Brand Loyalty Among Indian Consumers

Article Details
Pub. Date : May, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM20521
Author Name : Manish Mittal
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 24



Marketers invest significant amounts of money to align the products with big celebrities to influence consumers' perceptions, attitudes and purchase intentions. Celebrity endorsements have been found to be effective in positively changing consumers' attitude toward brands, impacting consumers' purchase intentions and increasing brand recall and recognition than a non-celebrity endorsed advertisement. Many researchers have indicated that attributes like attractiveness, expertise, trustworthiness, likeability, familiarity, etc. are important while selecting celebrity endorsers in order to maximize the advantages of celebrity endorsements. The objective of this paper is to investigate whether these attributes are important in influencing the purchase decision and brand loyalty positively. The study found that celebrity endorsement and attributes have positive influence on both consumer's purchase decision and brand loyalty. Expertise of celebrity endorser emerged as the most influential celebrity attribute affecting purchase decision and brand loyalty. Familiarity of celebrity was found to have no significant influence on purchase decision, while trustworthiness, similarity and physical attractiveness were found to be insignificant in impacting consumer's brand loyalty.


A celebrity is a well-known personality who enjoys public recognition by a large share of a certain group of people (Schlecht, 2003). Celebrities (e.g., models, actors, television stars, artists and sport athletes) are known to the public for their accomplishments in areas other than the product class endorsed (Friedman and Friedman, 1979). Celebrities are often employed by advertisers to lend their personality to a product or brand (Kaikati, 1987). Celebrity endorsement advertising has been recognized as a "ubiquitous feature of modern-day marketing" (McCracken, 1989). Marketers invest significant amounts of money to align the products with big-name celebrities in the belief that such celebrities will (a) draw attention to the endorsed product/ brand; (b) transfer image values to


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