These days, nearly all brands. Right from high-end fashion houses to the average things for everyday life. They have a recognizable face attached to their products. The idea of celebrity endorsing brands or building. It started as simply an advertising tactic. Now it has become a fundamental principle of modern marketing.
It is directing millions of consumers throughout the world. And influencing their shopping decisions. Just the association of a product with any actor, athlete, or musician. It is sufficient to attract credibility and desirability. This typically lacks in traditional advertisements.
But why do we, as consumers, value the opinions of celebrities more than carefully crafted ads? The psychology is really interesting. It’s because of the subconscious transfer of positive attributes. For instance, we admire a celebrity for their talent, success, or way with people. So, the brand is using this goodwill. For transferring some of our positive feelings towards that celebrity onto its products.
We will be diving more into the concept of celebrity endorsing brands in this article. We get more insight into the psychology behind this advertisement strategy in detail.
What is Celebrity Endorsement? Why Do Brands Use a Celebrity?
Celebrity endorsement, or celebrity advertising, is a marketing strategy. That uses a celebrity’s fame and image to endorse a brand or product. Marketing using celebrity advertising is not limited to commercial applications. Non-profit organizations and charities also use celebrity endorsements to draw awareness. And they also develop funding for their charitable causes.
According to Statista, global spending on influencer marketing, which includes celebrity endorsements. It was estimated at over $24 billion in 2024 and is projected to reach approximately $33 billion in 2025. Underscoring the growing importance and impact of celebrity endorsements. On consumer behavior and marketing budgets worldwide.
Brands use celebrity endorsement for various reasons. Here are 3 common ways celebrity fame is utilized for a brand:
- Improves Brand Awareness: In this digital world. One tweet from a celebrity proclaiming to endorse a product, service, or brand. It can be proven priceless. Research has proven that people tend to remember ads that feature celebrities better. They are also more inclined to watch an ad featuring a celebrity that they like.
- Creates Brand Personality: With time, the traits and attributes of the celebrity. It becomes directly related to the brand they represent. This association creates and develops the brand’s personality. This makes it relatable to the target audience.
- Increases Revenue and Profitability: Celebrity endorsements often lead to increased sales. And also increased profitability. Celebrities help consumers with credibility. The appeal of that person often leads to consumer interest. And ultimately, a purchase decision.
Examples of Popular Celebrity Endorsing Brands in 2025:
“Celebrities inspire consumer confidence. When a celebrity signs an endorsement deal. An element of legitimacy is suddenly present in the company.”
Steve Olenski, Forbes contributor
Celebrity endorsements are a powerful marketing strategy. This is where a brand partners with a famous person to promote its products or services. This collaboration uses the celebrity’s influence and public image. This helps to build brand credibility, attract new customers, and ultimately drive sales. Here are some popular celebrity endorsements that happened in 2025:
1. Gucci –
Alia Bhatt serves as Gucci’s first Indian global brand ambassador. Her sophisticated charm and global appeal. This made her a perfect match for Gucci’s timeless luxury and bold style. Her endorsement includes appearing in the brand’s campaigns. Such as the 2024 Spring/Summer Gucci Eyewear campaign.
- Results of endorsement: Alia Bhatt’s endorsement as Gucci’s first Indian global ambassador significantly boosted the brand’s cultural relevance and earned media value globally in 2024.
2. Rhode –
Hailey Bieber is the founder of her skincare line. Her ongoing presence as the face of the brand is a powerful form of endorsement. She uses her immense social media following and reputation. For being a beauty and style icon to promote Rhode’s products. This directly influences a young and trend-conscious audience.
- Results of endorsement: Hailey Bieber’s ongoing personal brand association with Rhode effectively amplifies the skincare line’s appeal among young, beauty-conscious consumers.
3. SKIMS –
For its 2024 Valentine’s Day campaign, Kim Kardashian’s brand SKIMS enlisted singer Lana Del Rey. The campaign played on Del Rey’s “bad and boujee” aesthetic, successfully creating a buzz. It was aligning the brand with a different, yet highly influential, celebrity persona.
- Results of endorsement: Lana Del Rey’s SKIMS Valentine’s Day campaign created fresh buzz by aligning the brand with her influential and distinctive persona.
4. Versace –
Following their Oscar wins. Anne Hathaway and Cillian Murphy were named the new faces of Versace’s Icons collection. This endorsement capitalizes on the actors’ recent success and high-fashion credibility. Using their star power to elevate the luxury brand’s image.
- Results of endorsement: Versace’s choice of Oscar-winning Anne Hathaway and Cillian Murphy elevated the luxury brand’s prestige using their star power.
Know More: Failed Celebrity Endorsements: 10 Costly Collisions between Fame and Branding
5. Ford –
Ford’s “Drive with Purpose” campaign for the new Ford Bronco featured actor Keanu Reeves. The partnership strategically tied the vehicle to Reeves’ iconic “John Wick” persona. Positioning the Bronco as a car for action-packed adventures. And aligning it with the actor’s cool and adventurous image.
- Results of endorsement: Ford’s campaign with Keanu Reeves brilliantly positioned the Bronco as a cool, adventurous vehicle, leveraging his iconic action persona.
Key Factors for Choosing the Right Celebrity:
After looking at some of the popular examples of a celebrity endorsing brands. Here are some factors for choosing the right celebrity for brand endorsement. This includes numerous elements to consider. We have curated a few factors to select the right faces of the brands:
- Celebrity Attractiveness and Appeal.
- Credibility: Expertise and Trustworthiness
- Brand-Celebrity Match
- Positive Public Image
- Audience Alignment
- Authenticity and Relevance
- Consistency and Long-Term Commitment
- Exclusivity and Uniqueness
- Budget and Contract Terms
How does a Celebrity Endorsing Brands Influence customers?
Celebrity endorsements use a powerful psychological shortcut to influence consumers. By associating a product with a famous personality. Brands create a halo effect. This transfers the celebrity’s positive attributes. Like success and charisma, directly onto the brand. This serves as a form of social proof, making consumers think, “If a person I admire uses this, it must be trustworthy.”
This strategy helps brands cut through advertising chaos. And makes the product more relatable and memorable. This influences purchasing decisions. By turning a celebrity’s fame into a powerful tool for building brand trust and loyalty. With this, a celebrity endorsing brands can change the customer’s shopping decisions.
There are 2 major components of a celebrity endorsing brands:
Psychological Factors
- Consumers may trust celebrities more than unfamiliar individuals. Believing that if a celebrity uses or recommends something. It must be beneficial or reputable.
- The impact is heightened. If customers relate to the celebrity or aspire to their lifestyle. Making them more likely to mimic purchase decisions.
- The credibility and similarity between the celebrity and the brand are more important. Even more than mere attractiveness or expertise. Especially for products not linked to those traits.
Marketing Outcomes
- Celebrity endorsements increase brand awareness and differentiation from competitors.
- Positive associations, such as trust, reliability, and desirability. It transfers from the celebrity to the brand. Making consumers feel more confident and motivated to buy..
- When the endorsement is well-matched, brands enjoy heightened consumer loyalty and repeated purchases.
Case Study: The Influence of Celebrity Endorsement on Food Consumption Behavior
The case study looked at how a celebrity endorsing brands. Particularly in the food sector, it influences consumer behaviour. The study demonstrated that the key influences driving impact were simply the fit. That was between the celebrity and the product, credibility, and trust in the endorser. The fascinating part was that physical attractiveness or expertise. It had little influence on consumer choice. Signifying the audience values authenticity and fit over glitz. The research investigation also discovered that when a celebrity promotes food products authentically.
On social media platforms like Instagram. Consumers are more likely to purchase the endorsed food product. And also are more willing to pay a premium price. This research supports the idea that a celebrity endorsing brands. It says this is still a relevant and influential marketing strategy. But the level of influence that it has is contingent on a good fit and credible communication. Opposed to simply having star-power.
Conclusion:
The Celebrity endorsing brands is more than a marketing trend. It is a psychological approach that uses celebrity fame as an appropriate medium. This helps in developing trust, emotional personality of the brand, and generating sales. By knowing how to use the “halo effect” and social proof. Brands can exploit social comparison with the celebrity and public image. As you saw with the case study on food consumption. The greatest long-lasting endorsements are those that build from authenticity and natural alignment. This helps in proving that good fit and credibility outplay “celebrity-ness.” Especially in today’s consumer market.
FAQ:
1. Why do companies invest in Celebrity brand endorsement?
Companies use celebrity brand endorsements to increase visibility. They also used it to build trust and influence consumer behavior. Research shows that consumers are more likely to purchase products endorsed by celebrities. Especially the ones they admire and trust.
2. What are the risks of Celebrity Endorsement?
The major risks include overexposure of the celebrity. With mismatched brand associations, and potential damage if the celebrity faces controversies. A poor fit between the endorser and the product can reduce trust instead of enhancing it.
3. Are celebrity brand endorsements more effective than influencer marketing?
While influencer marketing has grown. Celebrity-endorsing brands still carry unmatched mass appeal and media visibility. Micro-influencers often provide higher authenticity for niche markets. Making both strategies effective, depending on goals.
