The Influence of Celebrity Endorsements on the Buying Intension of Young Consumers in India - Priyanka Kumari - Bog

Project Report from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: A+, , language: English, abstract: The universe of today is evolving quickly and India is no exception. Particularly after the opening up of the economy, the pace of progress that India and its people are encountering in their socio-social environment is mind boggling. Every brand attempts to steal at least fraction of a person¿s time to inform him/her about the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject¿s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. It has been uncovered amid the examination that whooping sums being paid by the advertisers to these celebrities are some place powerful.

The main objective of this study is to analyze the impact of various constructs of celebrity endorsement on the buying intention of young consumer. There is two more objective of this study such as to identify the various constructs of celebrity endorsement and to now the consumer perception towards celebrity endorsement.