Dhanraj Gaddameedhi

Mapping Global Research Landscape of Celebrity Endorsement: A Bibliometric Analysis using Biblioshiny and VOSviewer (1984–2026)

Dhanraj Gaddameedhi & Ramesh Kumar Miryala · Asian Journal of Economics, Business and Accounting · 2026

Celebrity endorsement has emerged as one of the most researched constructs in marketing communication, driven by multi-billion-dollar investments that make brands worldwide influential in leveraging celebrities to shape consumer attitudes, purchase intentions, and brand equity. D...