THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BRAND LOYALTY AND PURCHASE INTENTION IN APPAREL INDUSTRY

Abstract

Purpose The purpose ofthe study is to investigate the effectiveness of different attributes of celebrity endorsement like (Celebrity Trustworthiness, Celebrity Attractiveness, Celebrity Expertise and Celebrity/Brand Congruency) that has an impact on the brand loyalty, also to investigate the significance of brand loyalty on purchase intention. Methodology & Design has been followed to determine the impact of intention with the mediating effect of brand loyalty, method including online questionnaire. The type of In this research study deductive approach Celebrity endorsement on purchase Research conducted by using survey research for this study is quantitative.The objective ofthe research is to find causal relationship between variables Findings The finding of the study shows that celebrity advertisement has significant impact loyalty and purchase intention Especially the celebrity trustworthiness and congruency which impact on brand loyalty and purchase intention so marketers need to focus on these areas for their brand long life. Limitations In this study we have just focused on urban areas not the rural areas as this was our limitation but the researchers must focus on rural areas as well. Recommendations have conducted this research study and we recommend that the marketers should focus the hypothesis which we made and were accepted as these will help them to attract their targeted audience and it will be better for the growth of their business. Especially Celebrity or old audience first recognize the celebrity and take interest to watch such advertisements and to purchase such products specially females recognize the brands and their products celebrity brand congruency was also accepted and it directly influence the purchase intensions ofthe customers so the marketers must work on it for their brand s long life.