Volume : 1, Issue : 7, December - 2012

Impact of Celebrity Endorsement on Consumers� Buying Behaviour

Pradeep Agrawal, Dr. S. K. Dubey

Abstract :

The modern world of marketing communication has become colorful and flooded with advertisements, and it is hard to get noticed. It is an uphill task for the designer of an advertising campaign to differentiate itself from others and attract viewers attention. In this jet age, people tend to ignore all commercials and advertisements while flipping through the magazines and newspapers or viewing TV. But even then, the glamour of a celeity seldom goes unnoticed. Thus, celeity endorsement in advertisement and its impact on the overall and is of great significance. This Paper gives an insight of the effect of celeity endorsement on the buying behaviour of the consumers.