A Study On The Impact Of Celebrity Endorsement On Buying Behaviour Of Fashion Consumers” Acknowledgments And Credits

Abstract

The intention of this study is to discover and study the impact of celebrity endorsement on Buying Behaviour of Fashion consumers in Delhi- NCR. This study has aimed to uncover the thoughts of Fashion consumers about celebrity endorsement by evaluating the different characteristics of celebrity endorsement with respect to consumer’s buying intents. The study was initiated by reviewing the past literature present on the issue selected. The study also establishes that some aspects of celerity endorsement like gender, attractiveness, credibility, endorser type & multiple celerity endorsement proved to be effective with respect to consumer buying behaviour.

To find out the impact of numerous characteristics of celebrity on consumer buying behaviour quantitative approach is applied. The data is composed from 400 respondents using a structured questionnaire and analyzed by using software SPSS.

At the end the conclusions confirm that the overall impact of celebrity endorsement on Fashion consumer’s buying behaviour is positive.