A Study in Role of Celebrity Endorsements on Consumer Buying Behaviour
Celebrity Endorsements on Consumer Buying Behaviour
Keywords:Celebrity Endorsement; Congruency; Expertise; Longevity & Likeability.
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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