Published on: July 2026
A COMPARATIVE STUDY ON THE IMPACT OF BRAND ENDORSEMENTS BY SPORTS PERSONALITIES AND MOVIE ARTISTS ON CONSUMER PURCHASE BEHAVIOR: EVIDENCE FROM SECONDARY DATA
Dr. DEBASIS GHOSH
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Abstract
The present study compares the effectiveness of sports personalities and movie artists as brand endorsers using secondary data collected from published empirical studies conducted between 2015 and 2025. Twenty-five peer-reviewed research articles, industry reports, and market surveys were systematically reviewed. The study evaluates endorsement effectiveness through five dimensions:
- Brand Trust
- Brand Recall
- Purchase Intention
- Advertisement Credibility
- Consumer Attitude
Descriptive statistics and comparative analysis indicate that sports personalities generate greater consumer trust and advertisement credibility, whereas movie artists significantly enhance brand recall and emotional attachment. Overall purchase intention is found to be marginally higher for sports celebrity endorsements.
Keywords
Celebrity Endorsement, Sports Celebrities, Movie Celebrities, Consumer Behavior, Purchase Intention, Secondary Data, Brand Equity
How to Cite this Paper
GHOSH, D. (2026). A Comparative Study on the Impact of Brand Endorsements by Sports Personalities and Movie Artists on Consumer Purchase Behavior: Evidence from Secondary Data. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(7), 1-9. https://doi.org/10.55041/ijcope.v2i7.168
GHOSH, DEBASIS. "A Comparative Study on the Impact of Brand Endorsements by Sports Personalities and Movie Artists on Consumer Purchase Behavior: Evidence from Secondary Data." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 7, 2026, pp. 1-9. doi:https://doi.org/10.55041/ijcope.v2i7.168.
GHOSH, DEBASIS. "A Comparative Study on the Impact of Brand Endorsements by Sports Personalities and Movie Artists on Consumer Purchase Behavior: Evidence from Secondary Data." International Journal of Creative and Open Research in Engineering and Management 02, no. 7 (2026): 1-9. https://doi.org/https://doi.org/10.55041/ijcope.v2i7.168.
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References
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- •Peer Review Type: Double-Blind Peer Review
- •Published on: Jul 16 2026
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