Impact of Celebrity Endorsement on Consumer Buying Behaviour

Abstract

Celebrity endorsement has emerged as a powerful marketing strategy widely used by companies to influence consumer attitudes and purchasing decisions. This study examines the impact of celebrity endorsement on consumer buying behavior among college students of Trissur district, Kerala. The research is based on primary data collected through a structured questionnaire from 250 respondent’s selected using convenient sampling. The study reveals that celebrity endorsement plays a significant role in enhancing brand recognition and recall, though it does not always directly influence purchase decisions. While consumers recognize brands through celebrities and acknowledge their effect on brand image, many respondents do not buy products solely because of celebrity association. The study highlights both the strengths and limitations of celebrity endorsement as a marketing tool.