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IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A DESCRIPTIVE STUDY
2
Author(s):
MS. JYOTI KASANA , MR. NAVEEN CHAUDHARY
Vol - 5, Issue- 2 ,
Page(s) : 320 - 348
(2014 )
DOI : https://doi.org/10.32804/CASIRJ
Abstract
The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. This made the author curious to explore the impact of celebrity endorsements on consumer buying behaviour.
This paper focuses on examining the perception of Indian consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intentions and finally the impact of celebrity endorsements on their purchase intention.
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