Study on the influence of celebrity endorsement over the perception and purchase intention of college students

Abstract

Currently in India the use of celebrity advertising for companies has become a trend and also become a winning 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 celebrity endorsement business has become a multi million industry Companies spend lot of money in hiring celebrities from film industry and sports for endorsing products Competition for hiring high notched celebrity is increasing among the companies and so also the remuneration paid for the celebrities for endorsement The economic benefits and other benefits associated with the celebrity endorsements have to be gauged Since the attitude of the Indian college students towards celebrity endorsement is different from that of those who belong to the developed countries perception of college students about celebrity endorsement is a concern for the firms targeting youth market Hence this study s objectives were to find the association between demographic attributes and buying behaviour of consumers and to analyze the consumers perception of cricket and film industry celebrity endorsement and to measure the influence of Cricket and film celebrities on purchase intention of consumer