Quest Journals Journal of Research in Business and Management Volume 11 ~ Issue 3 (2023) pp: 256-260 ISSN(Online):2347-3002 www.questjournals.org *Corresponding Author: Ms.Anumol M.V. 256 | Page Assistant Professor, Amity Global Business School,Kochi Research Paper Impact Of Celebrity Endorsement On Customer Loyalty In Cosmetic Products Ms. Anumol M.V. Assistant Professor, Finance Area- Amity Global Business School- Kochi Ms. Jeethu George ABSTRACT Using the Kerala market as its focal point, this study analyses the effect of celebrity endorsement on brand loyalty for cosmetics. This research aims to look into how demographic factors affect the relationship between celebrity endorsement and customer loyalty. The study takes a descriptive approach, utilizing a well-structured questionnaire to elicit responses from 110 participants selected at random. The research makes use of both primary and secondary sources of information and employs techniques of statistical analysis such the Percentage method, ANOVA, the T test, and the Correlation. According to the findings, both age and monthly income substantially impact the degree to which consumers trust celebrity endorsements and remain loyal to cosmetics brands. In addition, the study discovered a strong positive link between celebrity endorsement and brand loyalty. In sum, the research highlights the significance of picking the correct celebrity for endorsement in establishing a lasting brand name. This study's results reveal a meaningful link between celebrity endorsement and brand loyalty for cosmetic items sold in the Kerala market. KEYWORDS: celebrity endorsement, customer loyalty, cosmetic products, Kerala market Received 12 Mar., 2023; Revised 23 Mar., 2023; Accepted 25 Mar., 2023 © The author(s) 2023. Published with open access at www.questjournals.org I. INTRODUCTION Celebrity endorsements have become a prevalent marketing strategy, particularly in the cosmetic industry. There has been a tremendous surge in the employment of celebrities to promote various cosmetic goods in recent years.. Advertisers recognize the value of using public figures such as actors, actresses, models, and other well-known personalities to promote their products and create customer loyalty. This research paper aims to evaluate the effectiveness of celebrity endorsement in the cosmetic advertising industry, particularly in the Kerala market. The study investigates the impact of celebrity endorsement on consumer behavior and attitudinal loyalty towards cosmetic products. Consumers are more likely to be influenced by celebrities if they believe that the endorser has a genuine connection with the product rather than simply promoting it for materialistic gain. This paper reviews numerous studies that demonstrate the positive effects of celebrity endorsements on the credibility, communication, recall, and likeability of advertisements, as well as on purchase intentions. Companies invest significant amounts of money each year on celebrity endorsements to create positive brand awareness for their products. Brands need to choose the right celebrity to endorse their products, which means considering their personalities. The analysis presented in this paper is useful for evaluating the extent of celebrity endorsement and their influences on purchase intentions for cosmetic products. II. OBJECTIVES OF THE STUDY  To study the influence of demographic variables on celebrity endorsement and customer loyalty.  To examine the relationship between celebrity endorsement and customer loyalty. III. HYPOTHESES OF THE STUDY  H1: There is a significant influence of demographic variable celebrity Endorsement and customer loyalty among users of cosmetic products.