Influence of Celebrity Endorsement on Buying Behavior of College Going Students: A Review Study

Dhama Aditi, Dr. Joshi Uma
In the present-day, there has been an alteration in purchaser's attitude towards lifestyle. Buyers give significance to brands to assure better standard of living. Today consumers are not only conscious but also choosy while purchasing products. Everyday buyers are offered to number of voices and pictures in papers, magazines, hoardings, and TV sites. Therefore, all marketer attempts to inform each person about the brand and uniqueness of its products. To solve this purpose celebrity
more » ... has been practiced as an effective marketing strategy by the marketers. Famous celeb personality is cast-off to fit their products in the minds of consumers. The practice of celebrity endorsements has flourished over time and perceived as a persuasive plan for product marketing and brand building. This research is an effort to assess the influence of celebrity endorsements on buying behavior of the college students. Structures Questionnaire was used to collect the data through random convenience sampling.
doi:10.31995/jgv.2020.v11i01.012 fatcat:fsndrwb3a5c2da26af3lgnmihq