*Research Scholar, Sahyadri Com. & Management College, Kuvempu University, Shimoga
**Assistant Professor, Sahyadri Com. & Management College, Kuvempu University, Shimoga
Online published on 25 June, 2019.
The presence of celebrity in an advertisement is likely to influence the buying decision for a product and such advertisement create awareness about the product which can increase the purchase intention and consequently increases the sales. For the study researcher has considered only three important attributes, the first one is celebrity expertise which refers to the depth of knowledge the celebrity has perceived to have regarding the subject on which celebrity is communicating, the second attribute which researcher has considered is celebrity popularity which refers to name and fame of the celebrity as an endorser and the third one is celebrity image which refers to impression obtained by a celebrity in the eyes of society as an endorser. 250 student respondents are the sample size for this study to examine the impact of celebrity endorsement on students buying behaviour. The data of 250 respondents is collected through questionnaire and results were behaviour through the SPSS. Moreover, the tested attributes of celebrity show positive relationship with the buying behaviour and brand perception as well. It also proved that there is a significant impact of celebrity endorsement on the buying behaviour. Finally, the results of the study further proved that there is a significant impact of celebrity endorsement on the buying behaviour of customers.
Celebrity endorsement, Celebrity attractiveness, Celebrity credibility, Celebrity meaning transfer, Brand image, Buying behaviour
