A Study on Perception towards Celebrity Endorsement

Marketing communications are increasingly seen as an interactive conversation between the company and its consumers. Including celebrities in the marketing communications seems to be the promising way to create the necessary path in to the consumers mind, which results in better perception about the brand, the company, product and finally influence them to purchase. That's why around the world, every marketing brand use celebrity endorsement as the most powerful and promising tool to gain attention, create awareness, promote the product, increase sales and associate the brand with the celebrities. This has resulted in the research question what is the perception about celebrity endorsement in the minds of a consumer. The significance of this research paper is that it revealed the clear opinion about celebrity endorsement by the respondents. This research paper has also framed new dimensions of perceptions about celebrity endorsement which has more applicability for marketers, researchers in the field of celebrity endorsement. Statistical tools like mean score, chi-square, factor analysis and CFA using Structural equation modeling were applied in tune with the objectives.