A Study in Role of Celebrity Endorsements on Consumer Buying Behaviour: Celebrity Endorsements on Consumer Buying Behaviour

Mayank Jha; Kishore Bhattacharjee; Chetna Priti; Wee Huat Heng

doi:10.46977/apjmt.2020v01i02.003

Authors

Mayank Jha Amity University Patna, India.
Kishore Bhattacharjee Amity University Patna, India.
Chetna Priti Amity University Patna, India.
Wee Huat Heng Lincoln University College, Malaysia.

DOI:

https://doi.org/10.46977/apjmt.2020v01i02.003

Keywords:

Celebrity Endorsement; Congruency; Expertise; Longevity & Likeability.

Abstract

Celebrity Endorsement has become one of the most popular tools of advertisement in marketing; used by most of the major organizations these days. The meaning of celebrity endorsement is “a form of brand or advertising campaign that involves a well-known person using their fame to help promote a product or service”. The study has been performed using a qualitative approach and using exploratory research techniques. An extensive review of literature has been done and based on that a conceptual framework has been proposed. According to the study, the desirable qualities of a celebrity required for celebrity endorsement are Congruency, Flexibility, Expertise, Attractiveness, and Longevity & Likeability.

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