IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOR

Abstract

Purpose: the purpose of this research is to study the impact of celebrity endorsement on consumer buying behavior as this is the most adopted and influential strategy adopted by marketers now a days. Marketers are able to communicate the brand image through celebrity endorsements in a more effective manner. Methodology: the methodology adopted for this research included questionnaire filled by 500 respondents. The convenient sampling was used in the survey Findings: research concluded that celebrity endorsement has an impact on consumer buying behavior. Celebrities grab attention of the consumers and help recall brands at time of purchase. It was also found that a match between celebrity personality and product attributes is important. Practical implications: this result of the research is important for marketers because it can help them in analyzing the impact of celebrity endorsement on consumer buying behavior in a better way. They can use the information in making ads more effective.