International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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INFLUENCE OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR

    2 Author(s):  SUPANDEEP KAUR, DR. KAPIL SHARMA

Vol -  9, Issue- 1 ,         Page(s) : 424 - 427  (2018 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

The use of celebrities as interpreter is becoming an increasingly common strategy in the advertisement industry. Due to the competitive surroundings in which company is working on, doing an effective communication is definitely one of the key issues to taking into care the attention of the consumers and there are a variety of communication strategies, which allow the advertisers to reach their target. The aim of the study was to examine the influence of celebrity endorsement on consumer behaviour. The sample of the study was 139 customers. The results showed that celebrity endorsement had a significant impact on the consumer behaviour. Hence the company can use this strategy to increase the volume of the sale.

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