The Beauty of Endorsement: How Celebrity Power Transforms Cosmetic Brand Success in India

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Year	2025
Volume/Issue/Review Month	Volume-XVIII \| Issue-I \| Jan.-Jun.
Title	The Beauty of Endorsement: How Celebrity Power Transforms Cosmetic Brand Success in India
Authors	Debolina Senapaty
Broad area	Marketing
Abstract	Abstract: This study examines the effectiveness of celebrity endorsements in shaping consumer purchase intentions for cosmetic brands in India. The purpose is to examine the ways in which different aspects of celebrity endorsers affect consumer trust, brand perception, and purchasing behavior. Utilizing survey data gathered from customers acquainted with celebrity-endorsed cosmetic companies, a quantitative research methodology was used. PCA with varimax rotation was applied to validate distinct factors affecting endorsement effectiveness. The findings reveal that credibility and expertise significantly enhance endorsement effectiveness, while familiarity and appeal improve brand recall and desirability. Additionally, a high degree of brand-celebrity affinity boosts consumer confidence and increases purchase intention. The novelty of this research lies in its focus on emerging markets, offering insights into how endorsement strategies can be tailored to consumer expectations in India’s evolving cosmetic industry.
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