Abstract:
Purpose: The primary objective of dissertation is to identify the elements that motivate
and have an impact on the buying behavior. It also aims to find out if endorsement plays a
negative or positive role in buying behavior and also to identify the attributes of celebrity
endorsement that cast a major impact on the buying behavior of the consumers. The effect
of multiple product endorsements, negative publicity and the traits considered important
for a celebrity are also taken into consideration for clarifying the overall role played by
endorsers
Methodology: This research is explanatory in nature and through quantitative research
design; data was analyzed to find the cause and affect analysis between the dependent
variable (Consumer Buying Behaviour) and independent variables (Credibility, expertise,
trustworthiness and attractiveness).
Findings: Findings from this research determines that office furniture and its layout as the
most significant factor considered by Celebrity for creating better impact of consumer
buying behavior. Mentioned determining factors demonstrated that endorsement
positively impacts buyer’s purchase behavior. On the other hand, when negative publicity
has a moderate effect on this relation, it can convert in a unfavorable experience .Celebrity
involvement in somewhat undesirable occasion results in his/her decline in success.
Consequently, it is going to adversely influence the consumer’s attitude for the product
Thermal indoor temperature (Air Quality) was considered second most influential factor in
making office environment conducive and more productive for employees. However,
employees were found satisfied with overall lighting conditions of the offices and rated it
as a factor of low significance.
Practical Implications: Better understanding of celebrity endorsement on consumer
buying behavior for Companies its key influential factors on productivity will assist
business owners and managers to direct investment in right direction resulting enhanced
productivity.
