A STUDY ON IMPACT OF CELEBRITY ENDORSED ADS ON CONSUMERS: A STUDY IN SHIMOGA CITY.

From past 20 years or so the trend of using a celebrity to endorse a brand has become popular. The power of endorsement of celebrities is accepted by everyone and most of the marketing people say that these celebrities have a great impact on altering the purchase decision especially of the young consumers. This is because of these reasons that most of the firms spend crores of rupees in endorsing popular celebrities. Since the very beginning of celebrity culture, celebrities have been used as role models especially by female consumers in the area of personal appearance. In our modern society advertising companies take full advantage of this fact, by the use of celebrity endorsement. Advertising is the most common and effective tool used in creating awareness and convincing customers about their brand. The objective of this study is to gain a deeper understanding of the impact of celebrity endorsers leading to purchasing decisions and behavioral intentions of male and female consumers. The findings revealed that consumers perceive the celebrity endorser as a role model who influences their buying decisions. The research also found that negative celebrity information will negatively influence consumers purchasing decisions due to the reason that the society tends to relate a celebrity?s personal life to his profession.