CONSUMER PERCEPTION OF CELEBRITY ENDORSEMENT

Abstract

The celebrity endorsement strategy means using famous people to advertise a specific product or service. This fascination with celebrities gives advertisers many creative ideas to attract the attention of consumers.

The main goal of the research was to identify social attitudes towards the participation of celebrities in advertisements and the brands they advertise, and to verify the most important attributes of a celebrity that shape consumers' purchasing decisions.

Using a celebrity for advertising purposes is something positive, which significantly increases brand recognition and affects the increase in its sales volume. Celebrities also have a large impact on the perception of the brand, helping to build loyalty and trust in it. The most significant attributes of a celebrity in terms of effectively shaping the purchasing decisions of respondents were credibility and respect, supported by the attractiveness of the celebrity. Most of the respondents agreed that sports and film stars are the most trustworthy when it comes to advertising messages. It should also be noted that celebrity attributes are valued differently depending on the social culture.