Effects of celebrity self-endorsed cosmetic brands on purchase intention of consumers and brand's goodwill

This research paper examines the relationship between celebrity self-endorsement effectiveness and consumers' loyalty. The study proposes to examine the effect of celebrity self-endorsements on purchase intention of consumers, brand loyalty and brand recognition. The study utilized quantitative research methodology, based on 200 responses, collected through non-probability convenience sampling technique from consumers. The study applied One-Sample T test to evaluate the three hypotheses developed in the conceptual research model. The findings revealed that independent variable of celebrity self-endorsement had significant effect on the dependent variables like customers' purchase intention, brand loyalty and brand recognition. The findings of the study indicated how a brand could generate enormous turnover, by implementing a strategy of celebrity self endorsement. It was further revealed that celebrities might also endorse their brand with their own name, as their patent name, which would be more significant among the consumers, presenting the product to be more reliable and worthwhile.