From fame to frame: An analysis of celebrity attributes and the rationale behind their use as brand spokespersons
JA Naushad and P Milinth
This paper is an attempt to analyzes the various attributes of celebrities that influence the effectiveness of the endorsement process. Celebrity endorsements play a pivotal role in shaping consumer perceptions, building brand awareness, and enhancing purchase intentions. The research focuses on attributes such as credibility, attractiveness, trustworthiness, expertise, and congruence between the celebrity and the brand. Data collected from consumer responses highlight that these attributes significantly impact the audience’s trust and emotional connection with the endorsed product. The study concludes that selecting the right celebrity with aligned personal and brand values strengthens marketing effectiveness and consumer brand loyalty.
JA Naushad, P Milinth. From fame to frame: An analysis of celebrity attributes and the rationale behind their use as brand spokespersons. Int J Res Finance Manage 2025;8(2):600-603. DOI: 10.33545/26175754.2025.v8.i2g.586
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