A Study on Gen Z Consumer Perception towards Celebrity Endorsement and Its Impact on Brand Building

Abstract

Brands are what people purchase, not individual things. The strength of their own brands is the primary factor that contributes to the achievements of successful marketers. The field of marketing is one that is dynamic, which means that it includes change; this is an essential phenomenon that must not be ignored. Because of this, many people believe that modern businesses need to shift their focus from their Unique Selling Proposition (USP) to their Unique Consumer Perception (UCP). It has been hypothesized that a significant gap exists in our knowledge of the generation Z customer's assessment of endorsement tactics as well as the celebrity check that is based on the characteristics and variables that are allocated by the consumer. As a result, the statement of the issue that will be investigated, which has been chosen, is the Gen Z Consumer Perception for Celebrity Endorsement and its Impact on Brand Building.