This study by Alok Kumar and P. Pinakapani investigates the influence of celebrity endorsement on consumer buying behavior within the nutraceutical healthcare products market. It explores how endorsements can boost brand credibility, visibility, and consumer trust, leading to increased purchase intentions. Through the use of a structured questionnaire distributed among nutraceutical consumers, the study highlights key factors such as the credibility of the celebrity and their relevance to health or wellness, which significantly impact consumer decisions. The findings suggest that celebrity endorsement is an effective marketing tool, although it requires alignment with consumer expectations and ethical considerations to avoid skepticism.
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