Published Online:September 2026
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:010926
DOI:10.71329/IUPJBRM/2026.23.3.5-27
Author Name:Dhanraj Gaddameedhi, Ramesh Kumar Miryala, and Ravi Aluvala
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:5-27
Celebrity endorsement is one of the most widely used advertising strategies in global marketing. Despite extensive research, the mechanisms by which celebrities’ endorsements shape consumer buying behavior remain heterogeneous and context-dependent, warranting a systematic synthesis. This systematic literature review examines the history, mechanisms, and boundary conditions through which celebrities influence consumers’ buying behavior, with particular attention to purchase intention, brand attitude, and word of-mouth. The Scopus database was used as data source for the present study. About 1,004 studies were found in the Scopus database, but only 175 studies ultimately qualified after extensive screening. Source credibility, especially trustworthiness, emerged as the dominant predictor of purchase intention. Endorser brand congruence consistently amplified the effectiveness of endorsements. Parasocial interactions on social media platforms emerged as a critical mediator. The studies mostly focused on US, South Asian and East Asian consumer contexts. Finally, celebrity endorsement was found to exert a robust and multifaceted effect on consumer buying behavior. The practitioners need to work on endorser credibility and brand celebrity fit.
Celebrity endorsement has long been a cornerstone of global advertising strategy. In the 19th century, brands used the perceived status of public figures to give credibility and claim to their products (Bergkvist & Zhou, 2016).