BUYING BEHAVIOUR OF CONSUMERS TOWARDS THE IMPACT OF CELEBRITY ENDORSEMENT – A STUDY WITH SPECIAL REFERENCE TO THOOTHUKUDI CITY

Authors

  • Dr. V.C. JEYARATHA, Dr. S. SANTHANA KAMALA

Abstract

Celebrity endorsement is an advertising technique in which a celebrity serves as the brand's voice and certifies the role of the brand through its appearance, experience, popularity and status in the society. The most promising endorsements from celebrities have been Strategy for decades in the advertising market. The main purpose of the study was to recognize the effect of celebrity endorsed advertisement on consumer purchase decision. The customers began purchasing the goods with the attitude that will assist them attain perfect radiance like their favourite stars, their complexions and attractive looks. This paper focuses on analysing the impression of Indian customers regarding celebrity endorsements, examining the celebrity characteristics that are likely to affect customer buying intentions, and finally the effect of celebrity endorsements on their purchasing intention. Finally, the results of the study demonstrate that celebrity endorsements have a positive impact on consumer buying intentions.

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Published

2020-12-01

How to Cite

Dr. V.C. JEYARATHA, Dr. S. SANTHANA KAMALA. (2020). BUYING BEHAVIOUR OF CONSUMERS TOWARDS THE IMPACT OF CELEBRITY ENDORSEMENT – A STUDY WITH SPECIAL REFERENCE TO THOOTHUKUDI CITY. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 5730-5736. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/1846