International Research Journal of Commerce and Law Volume 6 Issue 11, November 2019 ISSN: 2349-705X Impact Factor: 5.486 Journal Homepage: http://ijmr.net.in, Email: irjmss@gmail.com Double-Blind Peer Reviewed Refereed Open Access International Journal 30 International Journal in Management and Social Science http://ijmr.net.in, Email: irjmss@gmail.com IMPACT OF CELEBRITY ENDORSEMENT ON BRAND IMAGE A STUDY ON COSMETIC INDUSTRY Philip Sam Tharakan Asst. Professor Rajagiri College of Management and Applied Sciences, Rajagiri Valley, Ernakulam, Kerala Ardra C Michael Asst. Professor Rajagiri College of Management and Applied Sciences, Rajagiri Valley, Ernakulam, Kerala Libina Babu Asst. Professor Rajagiri College of Management and Applied Sciences, Rajagiri Valley, Ernakulam, Kerala Ashish C Pius Asst. Professor, Rajagiri College of Management and Applied Sciences, Rajagiri Valley, Ernakulam, Kerala Abstract: Celebrity endorsement is viewed as a billion-dollar industry in today’s era. Celebrity endorsement is one of the most effective and universal methods accepted worldwide for advertising strategies. A celebrity is a famous and well-known individual and is widely recognized in the society and draws ample attention of the public and media The main purpose of this study is to find out that, celebrity endorsement and brand image has significant role in developing an impact in the minds of consumer which ultimately influence their buying decision. We have referred many research papers but we rarely found one based on a research between the impact of celebrity endorsement on brand image which influence the cosmetic industry. Key Words: Celebrity endorsement, brand image Introduction: Every day, consumers are exposed to a variety of advertisements, most particularly in Television, Internet, Newspaper, Radio, etc. The challenge of the marketer is to find a hook that will hold the subject attention. In helping to achieve this, use of celebrities for endorsing a brand is widely used marketing strategy. Celebrities may be film stars like Shah Rukh Khan, Aiswariya Rai, Mammooty, etc or sports stars like Sachin Tendulkar, Virat Kohli, etc., particularly on cosmetic industry. For the grand success of a business a number of marketing and publicity strategy are employed nowadays. In addition to the strategic plans, many tactics and tools are also used usually for the promotion of the products and brands. Implementation of an effective