IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMERS PURCHASE DECSISIONS.

The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal attention and recall then those executed by non-celebrities. The quick message reach and impact are all too essential in today’s highly competitive environment. Celebrity endorsement has been established as one of the most popular tools of advertisement in recent time and a key marketing strategy. Marketers also claim that celebrities affect the credibility of the claims made, increase the memorability of the message and may provide a positive effect that could be generalized to the brand. So considering these points this paper is an attempt to know the impact of celebrity endorsement on sales. The overall findings of the study reveal that celebrity endorsers has used by the companies for increasing sales. It has also showed that consumer think that celebrity endorsed advertisements are reliable.