Influence of Celebrity Endorsements on Buying Behaviour of Youngsters

The study was based on the influence of celebrity endorsement on buying behaviour of youngsters. The celebrity endorsement is a marketing strategy that makes a product differentiable in this competitive era. Companies use this strategy for brand recognition. The main purpose of the study was to identify the influence of celebrity endorsed advertisement on consumer purchase decision. The research was conducted in Ludhiana city. The research focused on the factors and attributes of celebrities through which marketer endorses a celebrity for endorsement. These factors and attributes have an influence on consumer purchase decision. According to findings of the research, celebrity endorsed advertisement is not only utilized to create brand awareness and brand recognition but they help the company to capture target audience. Celebrity does not makes the advertisement effective but other factors like product performance, quality and brand image, personality and trustworthiness of celebrities makes the mind of consumer to choose the product of his/her choice. Moreover these elements play a major role in making an advertisement successful and in influencing the purchasing behavior of the consumer.