An Explanatory Study on Assessing the Impact of Celebrity Endorsement on Consumer Buying Behavior

Abstract

This research paper presents an in-depth analysis of the Impact of celebrity endorsement on consumer buying behavior. Celebrity endorsements have become a prominent marketing strategy, leveraging the popularity and influence of celebrities to promote products and brands. The research employs a mixed-methods approach, including surveys and case studies, to comprehensively understand the relationship between celebrity endorsement and consumer buying behavior. Objective: The study delves into the theoretical framework, reviews existing literature, explores the psychological mechanisms underlying celebrity endorsements, and investigates their effects on consumer attitudes and purchase intentions. Methodology: This study aims to investigate the Impact of celebrity endorsement on buying behavior with particular reference to boat speakers. The data of 250 respondents from the Kanpur region has been collected through a questionnaire, and results have been analyzed with the help of SPSS. The respondents of the Kanpur region have been taken to know their Perceptions regarding the celebrity and its attributes and the Impact of celebrity endorsement on their buying behavior. Practical Implications: After completing this research, it has been concluded that celebrity-endorsed advertisements are more attractive than non-endorsed advertisements. This study helps identify the attributes of fame which positively affect buying behavior and brand perception. The results of the study confirmed that there is a significant impact of celebrity endorsement on the buying behavior of boat speaker consumers.