Abstract :
Abstract
The use of celebrities in advertising has
become an ever-present phenomenon in
Modern advertising. Celebrity endorsement
today is the ultimate and ideal promotional
strategy for marketers as the consumers get
attracted towards those brands that reflect
their inner lives, values, beliefs and their
Desires. Currently in India the use of
celebrity advertising for companies has
become a trend and also become a winning
the formula of corporate image building and
Product marketing. It can create linkages
with the stars appeal thereby adding
refreshing and new dimensions to the brand
Image. The practice of celebrity
endorsements have increased over time.
Nowadays it has become a pervasive element
of advertising industry especially in India.
Celebrity endorsement business has become
A multi-million industry in India. Marketers
use celebrity endorsers to influence the
purchase decision of consumers to
increase their sales and extend their market
Shares. Many celebrities are used in various
marketing campaigns and in most cases; the
use of stars as endorsers is seen from
Mainly positive aspects. This made the
author curious to explore the effect of
celebrity endorsements on college student’s
perception and buying behavior.
Keyword :
celebrity endorsement, perception, buying behavior