Impact of celebrity advertisement on gold jewellery purchasing behaviour of customers: A special reference to gold jewellery customers in Ernakulam, Kerala

Possessing gold jewellery is firmly embedded in Indian customs and traditions although little academic attention has been paid to identify the impact of celebrity advertisement in gold jewellery buying behaviour. Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or because of both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the believability & reach of commercials to the targeted consumers. Prior to this research, many researches have proven facts that celebrity endorsement does cast its impact. This research actually moves on the same line and affirms the impact of celebrity endorsement on customers’ buying intention. The study made use of primary and secondary data. A well structured questionnaire is prepared to collect the data from the respondents. A sample of 200 customers from Ernakulam city of Kerala is collected by using simple random sampling. Overall, phenomenon of celebrity endorsement was found to be influencing. The results maintain that customers are motivated to purchase gold not only because of the celebrities that appear in advertisements but also on the celebrity-product association.