Assistant Professor, MBA department, Modern College of Engineering, Pune. Email: sbowhal@rediffmail.com
The aim of the study is to investigate whether the advertisement believability, persuasiveness and buying behavior influences consumer attitude towards advertisement. The study also attempts to find out the difference between the celebrity endorsed and non celebrity advertisements in terms of advertisement believability, Persuasiveness, Consumer Behavior, and Consumer Attitude towards advertisement with reference to the of mobile cellular services. The data was collected from total sample of 170 individuals (85 each Idea Cellular and Airtel Cellular Services category) from Pimpri Chinchwad Municipal Corporation (PCMC) area. The respondents were shown selected celebrity endorsed and non-celebrity advertisements of Idea & Airtel Mobile Cellular services which were aired on TV media. The research findings showed a significant relation between Advertisement Believability, Persuasiveness and Consumer behavior with consumer attitude towards Advertisements. Celebrity endorsed and non-celebrity advertisements showed statistically significant difference in terms of Advertisement Believability, Persuasiveness and Consumer Attitude towards Advertisement (Idea Cellular category). Statistically significant difference were not found in terms of Advertisement Believability, Persuasiveness and consumer Behavior (Airtel Cellular category).
Believability, Persuasiveness, Consumer Behavior, Celebrity and Non-celebrity Endorsement
