CONSUMER PERCEPTION AND PSYCHOLOGICAL INFLUENCE OF CELEBRITY TRADEMARKS
AUTHOR – MOHIT ASHOK KHIANI, STUDENT AT UNITEDWORLD SCHOOL OF LAW, KARNAVATI UNIVERSITY, GANDHINAGAR
BEST CITATION – MOHIT ASHOK KHIANI, CONSUMER PERCEPTION AND PSYCHOLOGICAL INFLUENCE OF CELEBRITY TRADEMARKS, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (5) OF 2025, PG. 513-523, APIS – 3920 – 0001 & ISSN – 2583-2344
This paper analyses the substantial effects which celebrity trademarks have on consumer views and psychological behavioural patterns. Traditional marketing uses celebrity endorsements as a major promotional tool by employing popular public figures to alter consumer tastes and conduct based on their desirable traits. The research shows celebrity effects on consumer trust as well as brand credibility and buying decisions to show effective brand recognition through endorsement programs. The study examines consumer psychological factors that build trust toward products endorsed by celebrities while emphasizing three main credibility elements of expertise and trustworthiness and attractiveness. The study shows how emotional connections formed by consumers toward their chosen celebrity endorser result in higher brand faithfulness and consumer brand connection. This paper uses psychological models to demonstrate how consumers apply the favourable personality traits of famous celebrities onto the products they promote through academic theories such as Source Credibility Theory and the Halo Effect. The paper uses case studies of Virat Kohli alongside Amitabh Bachchan and Shahrukh Khan along with additional celebrity figures to study how their goodwill directly influences product credibility together with brand success. The strategy carries threats because negative public relations together with scandalous incidents may cause severe erosion to the brand’s reputation. Research data demonstrates that consumers between 18 and 30 years show increased trust in products endorsed by celebrities together with higher repetition rates of purchase in those products. This proves consumer loyalty builds through celebrity endorsements. The case research provides valuable insights concerning trademark lawsuits and brand protection problems which famous people encounter during their entrepreneurial pursuits. Consumer loyalty together with increased brand value derives from celebrity trademarks that powerfully affect purchasing behaviour across multiple markets.