Published Online:May 2026
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM040526
DOI:10.71329/IUPJMM/2026.25.2.65-88
Author Name:Sujit Kumar Dubey, Gufran Ahmad and Pradeep Agrawal
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:65-88
Celebrity endorsement has been one of the most successful mantras for grabbing the attention of the customers towards the products. This study focuses on the relationship between a celebrity and their role in endorsing a brand, and the combined effect of celebrity attractiveness, trustworthiness and celebrity-product matchup on consumer buying behavior and brand choice. Regression analysis was used to derive the mathematical equation about the choice of brand and attributes of celebrities. The findings reveal that ads featuring clebrities attract consumers, generating trust in the product. It is also found that the celebrity-product fit affects consumers’ purchase intention. Further, the study proposes an original 'STARS' model for celebrity endorsement, which is useful for brands to decide which celebrity to approach to for endorsement of their brand.
Today, consumers are inundated with marketing and advertisement messages on a daily basis. Be it television, radio, billboards, banners, web media, social networking sites or any other platform, advertisements are all over the place. There has been a considerable increase in media clutter, and due to this clutter, the average time that a consumer gives to an ad has gone down from 20 s to 5 s in a decade, making it challenging for marketers.