This document summarizes a research paper on the effect of celebrity endorsement on consumer brand preference. It discusses how celebrity endorsement is an effective promotional tool that can increase brand awareness, preference, and purchase intentions. The literature review covers previous research finding that celebrity endorsements produce more positive responses to advertising. The methodology section describes the researchers' use of surveys and interviews of 300 people in Karachi to understand how celebrity endorsements influence consumer buying behavior and repurchase decisions. The key findings are that celebrity endorsements can build trust in a brand and make customers loyal if the product is of high quality. The conclusion is that celebrity endorsement has an incremental impact on business success by helping customers recognize and remember the brand.