Celebrity endorsement: A literature review

Today, one of the most popular advertising strategies used by companies is celebrity endorsement. It has become an integral part of almost every brand‘s promotional campaign and a big marketing trend. Both, theory and practice have proven that the use of celebrities in advertising is a good way for attracting attention of a public. Celebrities are role models for majority of Indians and are most respected persons in the society. Celebrities influence people by way of their dressing, styles and habits. Hence, companies hire celebrities to promote their brands or products and also to influence purchase intentions of the buyers. Consumers perceive that celebrity endorsement positively influences brand attitudes and purchase decision and even thoughts. It is also proven that celebrity endorsement influences buying behavior of consumers. This papertries to present literature on celebrity endorsement.