CELEBRITY OR NOT: IMPACT OF ADVERTISEMENT ENDORSEMENTS ON BRAND PREFERENCES FOR COSMETIC PRODUCTS

Abstract

This paper examines the impact of celebrity endorsement and non-celebrity endorsement on the brand preference of cosmetic products among the young consumers. As every brand is using promotional advertisements to gain the attention of the consumer, so the challenge of marketers is to create a unique identity of the brand in the competitive business world. For this, celebrity endorsement is a commonly used strategy for communicating and building a brand’s identity different from other brands. A sample size of 130 young respondents belonging from the age bracket of 16-35 was surveyed through a questionnaire. The findings suggested the influence of celebrity advertisements on the brand preferences of young respondents. Further research can be conducted in this realm by changing the demographics of respondents and expanding the research horizon to check the significance of media in marketing and promotion. .