EFFECT OF CELEBRITY ENDORSEMENTS ON CONSUMER BUYING BEHAVIOUR (KEY IJP************966)

• Vritika Sharma

Abstract

This paper examines whether celebrity endorsements have an effect on consumer buying behaviour. Endorsement is a form of brand advertising in which a celebrity represents the brand and vouches for the product. This is done by associating the celebrity's personality, popularity and societal status to the brand. Celebrities are used to endorse the product or service to create brand awareness and to increase sales. This paper also examines whether celebrity endorsements leads to higher recall value of an advertisement, and if the endorsements help increase brand awareness. A survey was taken with 60 respondents, and the findings indicate that there is a significant influence of celebrities on consumer buying behaviour.