Consumer attitude and perception towards celebrity endorsed products.-A study with reference to Chennai city.

Celebrity endorsement has become very popular element in the advertisement nowadays. Corporate uses this opportunity to grab the market and for expand their operation and promotion of their brand and product. More than ten percent of television advertising includes celebrity endorsements. The purpose of this research paper is to explore customer perception towards celebrity endorsement. Nine factors were manipulated in this research paper which is attractiveness, trustworthiness, physical appearance, popularity, and image/Goodwill, and reliability, negative role of celebrity, aspiration, and brand for result. For that 103 samples from Chennai, Tamil nadu were taken. Result shows that attractiveness of a celebrity endorsing a particular product/brand strongly influence a customer perception and impact of product and brand are more positive on the customer buying decision compare to celebrity endorsement. So celebrities’ professional accomplishments and expertise may serve as a logical connection with the products, and consequently make the endorsement more believable to consumers.