Abstract:
This study examines how brand loyalty is affected by the legitimacy of celebrity endorsements
in Sri Lanka's cosmetics sector, with a particular emphasis on the mediating function of brand
trust. A quantitative method was employed, surveying 385 Viana Cosmetics customers. The
quantitative approach was analyzed using the SPSS software. Results indicate that brand
loyalty, brand trust, and celebrity credibility are strongly positively correlated; however,
regression analysis did not reveal any significant direct or mediated effects. The market is
mostly driven by young women, according to demographic studies. One of the study's
limitations is its exclusive emphasis on one brand and geographic area. Future studies ought to
branch out across sectors and investigate the psychological aspects that affect the efficacy of
celebrity endorsements.
