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@article{171201,
        author = {Jasna Mary Joseph and Dr. Tinsy Rose Tom},
        title = {Celebrity Endorsement: Study on consumer perception and purchase intention},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {7},
        pages = {3690-3694},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=171201},
        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.},
        keywords = {Celebrity, Consumer, Endorsement, Perception, Purchase Intention.},
        month = {December},
        }