Impact of Celebrity Brand Ambassadors on Consumer Purchase Behaviour: A Study on Link Pad Locks in Pune City

Abstract

In today’s competitive market, branding plays a crucial role in consumer decision-making, with celebrity endorsements emerging as a popular strategy to enhance brand recognition and trust. This study examines the impact of celebrity endorsements on the purchase decisions of consumers in Pune, specifically in the context of Link padlocks. The research analyses how endorsements influence brand recall, perceived product reliability, and consumer preferences. Using a structured questionnaire, responses from 100 participants were collected and analysed. Findings reveal that while celebrity endorsements enhance product identification and influence purchasing behaviour, they do not necessarily increase perceptions of product reliability. The study also highlights the effectiveness of various advertising mediums, with television emerging as the most influential, followed by newspapers and social media. Despite the positive impact of endorsements, nearly 60% of respondents believe that sales would not be significantly affected if a brand stopped using celebrities, indicating that factors like brand reputation and product quality play a more critical role in consumer decision-making. The study concludes that while celebrity endorsements are a valuable marketing tool, their effectiveness depends on strategic execution, alignment with brand values, and the use of multi-channel marketing approaches. For Link padlocks, leveraging digital marketing along with traditional media, ensuring product excellence, and maintaining brand credibility will be key to sustained market growth.