Impact of Celebrity Endorsement on Consumer Buying Behavior in India

Shubhangi Jadhav Gaikwad

Abstract: The research purpose is the focused upon the impact of celebrity endorsement on Student buying behavior? in India; this behavior judges the purchase intention of consumers in the field of beverages, this research only focuses on the buying intention of the students of youth - adults generation. The Celebrity endorsement is of four main pillars that are attractiveness, credibility, product matchup and lastly Meaning transferred between the endorser and the brand. This research report shows that the element of credibility (which is composed of expertise and trustworthiness) of the celebrity positively affects students intention to purchase beverages. All these four elements combine to make up celebrity endorsement.

Keywords: Celebrity endorsement, Student buying behavior, consumer perception