CELEBRITY ENDORSEMENTS: A STUDY ON THEIR INFLUENCE ONCONSUMER BRAND PREFERENCE FOR HOME APPLIANCES

Abstract

Celebrity endorsements play a crucial role in shaping consumer brand preferences, particularly in the home appliance sector. By leveraging the trust, credibility, and emotional connections that celebrities have with their audiences, brands can enhance their visibility and perceived quality. This paper explores the mechanisms through which celebrity endorsements influence consumer behaviour and examines case studies of successful endorsements.