STUDY ON INFLUENCE OF CELEBRITY CHARACTERISTICS ON BRAND RESONANCE WITH REFERENCE TO APPAREL MARKET, VIJAYAWAD

Abstract

This study examined how celebrity traits affect garment brand resonance. It focused on how celebrity beauty, credibility, knowledge, and trustworthiness affect customers' brand views and brand-related behaviour including repeat purchase, referral, and loyalty. A convenience-sampled sample of 276 respondents completed a survey. The constructs of interest were measured using a structured questionnaire and analysed using descriptive statistics and multiple regression.