Paper Contents
Abstract
Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand, or service, or to raise awareness about an issue. Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image. Moreover, celebrity endorsements create a positive impact on consumers minds and influence them to make purchasing decisions. Today, celebrity endorsement industry is a billion dollars industry in the world. This research is focused on the impact of celebrity endorsement of the consumer buying behaviour. Whole research is based on primary data, the data of 100 respondents is collected through the process of questionnaire and analysed with the help of figures. This research is conducted to comprehend the impact of celebrity on the buying behaviour of people. This study explores the degree of impact the celebrities have on people while buying any product or services. The data collected through the process of questionnaire proves that there is a significant impact of celebrity endorsement on the buying behaviour. This research also proves that people are more likely to purchase product or service if they see a celebrity endorsing it.
Copyright
Copyright © 2024 Prathamesh Thakare . This is an open access article distributed under the Creative Commons Attribution License.
