Celebrity endorser's impact on attitude towards ad, attitude towards brand and purchase intention (with special reference to expert and non-expert celebrity)

Promotion of a product with the help of celebrity endorser is a well known practice in India and abroad. An important aspect in celebrity endorsement is the use of expert celebrity to promote a particular product or service.

The main objectives of study is to find out a)if an expert celebrity creates more favorable attitude towards ad, attitude towards brand and purchase intention's)to find out if attitude towards ad affects attitude towards brand and purchase intention more significantly for an expert celebrity than a non- expert celebrity.

Data is collected from a leading B-school of Mumbai. 138 respondents from a leading B-school from Mumbai are selected for the purpose. The respondents were shown some television ads of certain brands endorsed by an expert celebrity and the same brand endorsed by a non- expert celebrity. The respondents were made to answer some questions on the basis of that.

Data was analyzed using SPSS software. The data analyzed gave certain interesting results.

The study is of great use to marketers in designing ads. It will help marketers to decide whether to use an expert celebrity for developing positive attitude towards the ad, attitude towards the brand and purchase intention.

The major limitation of the study is the limited sample size.