International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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INFLUENCE OF CELEBRITY ATTRIBUTES ON CONSUMERS’ BUYING BEHAVIOUR

    2 Author(s):  DR. P. K. ABDUSSALAM, DR. B. JOHNSON

Vol -  9, Issue- 1 ,         Page(s) : 30 - 43  (2018 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

Today advertising is a worldwide phenomenon. Among the many forms of advertisements, celebrity advertisement is more popular and attractive. Using celebrities as spoke persons for a brand or product is known as celebrity endorsement. Celebrity endorsement plays a predominant role in shaping the buying behaviour of consumers of various categories of products. The objective of the paper is to analyse the influence of celebrity endorsement on buying behaviour of consumers. The key attributes of the celebrity like attractiveness, expertise, trustworthiness, match up factor and popularity are analysed towards the immediate factors influencing the buying behaviour like price, quality, durability, availability and style of the product. The result of the study shows that the celebrity endorsement has the ability to influence the buying behaviour of consumers

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