CELEBRITIES AS CATALYSTS: EXPLORING CONSUMER BUYING PATTERNS IN BRAND ENDORSEMENT

Abstract

Celebrities hold a unique status in the public eye, drawing an abundance of attention and influence, sometimes to the extent that they themselves find overwhelming. Yet, for brands, this level of attention is a coveted asset. Celebrities serve as a dependable means for brands to achieve heightened visibility in the market. In today's world, gaining popularity equates to acquiring a superpower, one that enables the capacity to shape public opinion, influence minds, and earn the trust of millions. Such a position is precisely where brands aspire to be. Celebrities establish a profound connection with the public, rooted in trust, belief, affection, and a dedicated following. People often aspire to emulate their beloved celebrities, seeking an association with these iconic figures, yearning for shared experiences with their favorite stars, and envisioning a life akin to theirs. This emulation extends to celebrity-inspired attire, footwear, makeup styles, hairdos, personal grooming, and more