Effects of celebrity endorsement on consumer's buying behaviour with special reference to 2-wheeler industry

The study conducted in Chandigarh city had the major aim of finding out whether celebrity endorsement act as a source of brand-building. The convenience sampling technique was used to collect the data. During the research an important factor revealed that mostly people want to see male celebrities endorsing automobile vehicles rather than females. There are a large number of mediums of persuasion but celebrity endorsement is an effective mode of persuasion. It was found that the Brand name and celebrity endorser are two factors that people consider before making a purchase intention of automobile vehicle. It was also found that celebrity endorsement have an impact over the purchase of automobile products as large number of people surveyed confirmed this fact. The right use of celebrity can escalate the Unique Selling Proposition i.e. it can act as a source of brand-building of a brand to new heights; but a cursory orientation of a celebrity with a brand may prove to be catastrophic for the brand.