*Punjab School of Economics, Guru Nanak Dev University, Amritsar, Punjab, India.
**Amritsar College of Engineering & Technology, Amritsar, Punjab, India.
Online published on 30 March, 2012.
In Indian market scenario, film star and sports celebrity endorsement has become an integral part of advertisement. Celebrity endorsement is one of the most effective method to make the product successful in the market and it makes the advertisement more believable and develops positive attitude of consumer towards the product. Celebrity endorsement gives a touch of glamour to the brand and hope that a famous face will provide added appeal and name recognition in a crowded market. Consumer's perceptions of similarities between the celebrity and endorsed brand enhance the effectiveness of endorsement. Against this background present study tries to empirically test the comparative effectiveness of film star and sports celebrity endorsement on purchase decision of consumer durables from a sample of 300 respondents.
celebrity endorsement, film star, sports celebrity, credibility and attributes
