Credibility of Celebrity Endorsement on Brand Loyalty: The Mediating Role of Brand Trust in the Cosmetics Industry in Sri Lanka

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.