Celebrity Endorsement and Quality Perception: Literature Review

<p><span>Nowadays, celebrity endorsements are one of the most often employed advertising tactics by businesses. As<br>well as being a significant marketing trend, it is now a crucial component of practically every brand's<br>promotional effort. The employment of celebrities in advertising has been demonstrated to be a successful<br>strategy for grabbing the public's attention in both theory and practise. For the majority of Indians, celebrities<br>serve as role models and are highly esteemed members of society. Celebrities have an impact on society through<br>the way they dress, act, and behave. Therefore, businesses use celebrities to advertise their goods or services<br>and to persuade consumers to make a purchase. It has also been demonstrated that celebrity endorsement affects<br>consumers' purchasing decisions. This paper aims to review existing research on celebrity endorsement.</span> </p>