A celebrity is a person who is widely recognized by the public. This fame is often earned through talent or extraordinary achievements. Being a celebrity has many perks. For example, it gives you the opportunity to make a movie and have the world's attention. It also offers the potential for fame and wealth. However, it does come with some risks. The word celebrity is derived from Latin celebritas, meaning "fame" or "crowded." Early meanings of celebrity include "fame" and "acting as a public figure." Celebrities are often associated with a particular field, such as US politics, royal family, or business. There are also some famous families associated with film, television, and other media. Whether a celebrity endorses a product or brand is a significant influence for consumers. It has been proven that celebrity endorsements influence purchase decisions. In addition to influencing product choices, celebrities can also influence the way people live their lives. Millennials are particularly brand conscious, so finding the right celebrity to endorse a product is important. They are more likely to buy a product endorsed by a celebrity they recognize as being in line with their values and self-image. When a celebrity endorses a product, the consumer should be able to tell the difference between a high-quality celebrity and an inferior product. Celebrity congruence and the type of publicity associated with an endorsement should be considered carefully. The higher the congruence between the brand and celebrity, the higher the positive impact the endorsement will have on the consumer's attitude towards the product. Therefore, it is essential for retail marketers to allocate more time and resources to examining celebrity endorsements. The right celebrity endorsement can lead to a long-lasting positive partnership between a company and its consumers. Millennials are more likely to purchase products from a brand they view positively. This study also shows that negative publicity about a celebrity can negatively affect a brand's reputation. Millennials who have positive attitudes toward a celebrity are more likely to buy a product from a brand whose products are endorsed by that celebrity.