IJSRP, Volume 5, Issue 12, December 2015 Edition [ISSN 2250-3153]
Uttera Chaudhary, Ankita Asthana
Advertisement by involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong product perception. These days this practice has been extremely noteworthy and the impact celebrities have on people is unparalleled. In a country like India which is known for adoring its celebrities, organizations have found an open door to influence the buying decision of people and are known to encash this in the best conceivable way by delegating them as their image ambassadors. Celebrity endorsements now play an important role from the perspective of brand building. This exploratory and quantitative research is aimed to assess the impact of celebrity endorsement in consumers’ purchasing decisions. The principle goal of this study is to look at the relationship or effect of big name on a brand and to further analyse consumers’ perception towards effectiveness of such endorsements on their brand loyalty.