Celebrity Endorsement: Study on consumer perception and purchase intention

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Jasna Mary Joseph; Dr. Tinsy Rose Tom

Celebrity Endorsement: Study on consumer perception and purchase intention

Authors: Jasna Mary Joseph, Dr. Tinsy Rose Tom

Unique Paper ID: 171201
Volume: 11
Issue: 7
PageNo: 3690-3694

Keywords: Celebrity Consumer Endorsement Perception Purchase Intention.

Abstract:
Celebrity endorsement is a powerful marketing tactic that uses well-known people from a variety of industries to promote goods, increase brand awareness, and increase sales. The study focuses on consumer perceptions of celebrity endorsements and their effect on purchase intention. The study found that celebrity endorsements provide accurate product information and are trustworthy and entertaining. The consumers' status quo is improved and they can make better purchasing decisions when they use celebrity-endorsed products. Customers are satisfied and happy when they purchase something that their favorite celebrity has suggested. Celebrity endorsement creates a predisposition to buy and affects people's purchasing decisions. Thereby it helps marketers to manage the congruence between brand image and celebrity to match consumers' traits and emotional attachments to celebrities appropriately.

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ISSN: 2349-6002
Volume: 11
Issue: 7
PageNo: 3690-3694

Celebrity Endorsement: Study on consumer perception and purchase intention

Available:https://ijirt.org/article?manuscript=171201

Impact Factor
8.01 (Year 2024)

UGC Approved
Journal no 47859

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