International Research Journal of Education and Technology

This study explores the impact of celebrity endorsements on brand loyalty, with a specific focus on Saravana Selvarathinam, a popular retail brand in Coimbatore. Celebrity endorsements have become a prevalent marketing strategy, aiming to create a strong emotional connection between the consumer and the brand. Through a combination of qualitative and quantitative methods, this research investigates how the association of celebrities with Saravana Selvarathinam influences consumer perceptions, purchasing behavior, and long-term loyalty. Surveys were conducted with customers in Coimbatore to gather insights on their attitudes toward celebrity endorsements and the brand. The findings reveal that celebrity endorsements have a significant positive effect on brand loyalty, particularly by enhancing brand visibility, credibility, and trustworthiness. The study concludes by discussing the implications of these results for brands in Coimbatore, suggesting strategies to leverage celebrity endorsements for sustained customer loyalty and competitive advantage in the retail market.