Vishwakarma Business Review

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In the present scenario of information explosion and media power, the advertisements play a major role in changing customer perception about brands. Brand endorsement is a way to get the brand noticed amidst the clutter in the market place. Across the world, celebrities are used to endorse different brands. Marketers explicitly acknowledge the power of celebrities in influencing consumer purchase behavior. Celebrity endorsement has become an essential part of today's advertisement world. The present study focuses on comparing the impact of celebrity endorsement on the purchase behavior of male and female consumers of Reliance, Tata Docomo and Vodafone. Self designed closed ended questionnaire was used to collect the data. Appropriate research tools were used to analyze the collected data.

Keywords

Celebrity Endorsement, Consumer Purchase Behavior, Brand.
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