A study of celebrity endorsement and its effect on buying behaviour of college students in Gujarat

Abstract

The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. Many celebrities are used in various marketing campaigns and in most cases; the use of celebrities as endorsers is seen from mainly positive aspects. This made the author curious to explore the effect of celebrity endorsements on students buying behavior. newline