A Study on the Impact of Celebrity Endorsements on Consumer Buying Behaviour

Geetha R, Yesha N

Abstract


The research focus on the impact of celebrity endorsements on consumer buying behaviour and their perception regarding the products/brands. The data of 102 respondents was collected through a close-ended questionnaire and the results were analysed. The students, self-employed, professionals were selected as respondents to know their perception regarding the celebrity attributes of the impact of celebrity endorsements on the buying behaviour. The tools used for analysis were Anova, Regression and T-test.The results of the study proved that celebrity endorsements have an impact on the buying behaviour of consumers.


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