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Abstract

Celebrity endorsement has emerged as a pivotal strategy in modern marketing, particularly within the beauty industry, where female consumers represent the primary target audience. This study explores the influence of celebrity endorsements on consumers’ buying behaviour, focusing on their ability to shape perceptions, build trust, and drive purchasing decisions. Drawing from theoretical framework of Cooper’s (1984) and Erdogan’s (1999), the study highlights how celebrities enhance brand recall, credibility, and desirability. Theoretical frameworks such as the Source Credibility Model and Cultivation theory are employed to analyse the effectiveness of endorsements in aligning celebrity traits with brand values. The survey method was employed in this study and data was collected from 350 females’ age range from 18-40 years. Findings reveal that celebrity endorsements significantly impacted on brand visibility and consumer trust, with attractive and credible celebrities driving higher engagement. However, the study also underscores the complexity of ensuring a good celebrity-brand fit, as mismatched endorsements can harm brand reputation. Additionally, factors such as emotional appeal and perceived lifestyle associations play a critical role in influencing buying decisions. This study concluded that celebrity endorsement, is a powerful marketing tool, must be strategically aligned with the brand’s goals and consumer expectations.