Introduction: Celebrity endorsement is very popular and widely used in advertising.

From magazines
to TV advertisements, from toothpaste to luxury goods, celebrity-endorsed products have
penetrated almost every aspect in our life. Famous endorsers appear in approximately 25 percent of
all kinds of television commercials to promote different products and brands, and roughly ten
percent of advertisers’ budgets are spent on the use of celebrities (White, James, & Wilner, 2019).
This phenomenon displays the popularity and importance of the practice on communicating brand
images, where the aim is to communicate the message to consumers in a suitable manner in order
to achieve best results possible. According to Grant’s definition, a celebrity endorser can be
described as follows: “Any individual who enjoys public recognition and who uses this recognition
on behalf of a consumer good by appearing with it in an advertisement (McCracken, 1989, p.
310).”

Celebrity endorsement is frequently used in the promotion of cosmetic products. By using celebrities
as endorsers in advertising for this specific type of products, the company in question communicates
the talent, beauty and perfection that are often associated with famous actresses/actors, artists, etc
(Jones et al.,2019). This is something consumers can relate to in the sense that they can buy the
particular product and thereby achieve a connection to and find similarities with the endorsing
celebrity. Customers’ attitudes regarding brands and products are well enhanced by celebrities, but
whether it generates repeat purchase intention and brand loyalty is not so clear (Byrne & Whitehead
2017 p.292). Brand loyalty has always been the primary focus of the behavioural aspect. Many
researchers have suggested that brand loyalty is a conscious reflection of a repetitive purchasing
behaviour of the same brand. clearly points out that “attitude should be included along with
behavior to define loyalty” (Bandyopadhyay & Martell, 2007). Dick and Basu (2018) further
emphasized that loyalty should consist of a favourable attitude in addition to a repeat
purchase behavior. Farrell and Martell (2018) argues in a recent research paper that they have
clearly redefined the meaning of brand loyalty, based on reviews and summaries from other
researchers’ previous studies. They suggested that true loyalty should consist of; “(1) a
favorable repeat purchase (behavioral) pattern, and (2) a favorable disposition (attitude)
towards the brand”, thereby including both attitude and behavior (Smith & Jones, 2021).

Link of questionnaire to objectives: The questionnaire first part is demographic data and basic
questions to participants to understand about their choice of cosmetic and spending limit. The
questions number 6 to 13 will focus on exploring the link between celebrity endorsement and
behavioural brand loyalty. Question numbers from 14 to 23 will explore the celebrity endorsement
and attitudinal brand loyalty. Question number 25 will be focusing on the participants opinion on
factors that affect their purchase decision. Research objectives 1 and 2 will be achieved by analysing
questions from 6 to 23 and research objective 3 by using question number 24 and 25.

Research Gap: There has been a lot of research done in celebrity endorsement and brand loyalty
separately and there has not been any studies focusing on celebrity endorser influence on brand
loyalty alone. There is not enough research evidence in UK cosmetic sector to point out whether the
usage of celebrities in advertisement as endorsees will lead to creation of brand loyalty or not. Even
if it's effective what kind of brand loyalty it will create (behavioural or attitudinal loyalty). Due to the
lack of research on this field the author had identified this as a research gap and decided to find the
relationship with celebrity endorsement and brand loyalty; both attitudinal and behavioural.
Celebrity endorsement is a conventional marketing instrument used by marketers to communicate
brand images and information to consumers. Brand loyalty is the main effect marketers expect from
consumers as the final goal of all marketing campaigns, including TV advertisement, magazines,
radio, etc. Many previous studies have provided solid theoretical foundations in the fields that are
covered in the study, which are all essential to the undertaking of this research paper. From an
author’s point of view, this research paper might add some contributions into the field of branding
and marketing management.

Objectives:

 To determine the level of effectiveness of celebrity endorsement in cosmetic advertising for

the creation of brand loyalty in UK.
 To evaluate the impact of celebrities as endorsers in cosmetic advertising for creating
attitudinal and behaviour brand loyalty.
 To analyse the factors that customers take into consideration while purchasing a cosmetic
product in UK.