IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR

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.