A Study on Impact of Celebrity Endorsers Towards the Buying Behaviour of Soft Drinks Among the Consumers: A Study with Special Reference to Chennai City

Today ‘Celebrity Endorsement‘ has mesmerized enormous debate on whether it really contributes to the brand building process or whether it is just another lazy tool to make the brand more visible in the minds of the consumers. Although it has been observed that the presence of a well-known personality helps in solving the problem of over-communication that is becoming more prominent these days, there are few undesirable impacts of this practice on the brand. Firms invest huge amounts as advertising expenditure for hiring the right celebrity. Consumers perceive the brand as having superior quality because it has been endorsed by a credible source. The present paper tries to look behind the obvious benefits that whether the consumers buys the soft drinks just because it is endorsed by their favorite and well known personality or it is just needy that they have to buy the product or its just situation. And researcher has selected 200 respondents as a sample in Chennai city. The data have been collected from both the primary and secondary source. For the primary researcher has used questionnaire. The study formulated few hypotheses and used one-sample t test to find out the major findings. The study concluded that brand ambassadors are creating Brand awareness, Brand image, and Brand recall among the consumers in Chennai city.