A Study on the Impact of Celebrity Endorsements of Clothing Brands in Advertisements upon Consumer Attitude of Young Adults

Abstract

The media-saturated environment of the 21st century has made celebrity appeals in advertisements one of the many tools at the disposal of apparel brands for attracting customers, particularly young adults. This descriptive study's overarching goal is to learn how advertisements featuring celebrity endorsements affect teenagers’ attitude towards such brands. This study aimed to analyze the role and impact of celebrity endorsements on teenagers' attitudes towards apparel brands as well as on its persuasiveness. A descriptive design was adopted to conduct the research with the help of a quantitative methodology to understand the effect of celebrity endorsements on the affective and conative component of attitude towards the apparel brands. The data was collected from 224 young adults, which had an equal percentage of males and females, using Likert scale based close-ended questionnaire. The findings indicated that celebrity-endorsed apparel advertisements significantly impact the attitudes of teenagers toward such brands. This established that the presence of celebrities endorsing apparel brands in advertisements affects the purchase intention and liking towards the apparel brands.