CELEBRITY BRAND ENDORSEMENTS AND CONSUMER BEHAVIOUR - A CASE ANALYSIS

This book is a humble attempt to make an objective and critical appraisal of the influence of Celebrities on consumer behaviour. It revolves around how a consumer behaves at the market-place towards brands endorsed by Celebrities. In Indiäs case, most of the Celebrities are from the worlds of films, sports and TV, and in this study, their impact on consumers is researched while taking into consideration eight of their attributes viz. Attractiveness, Controversy, Credibility, Gender, Performance, Popularity, Profession and Territory. Consumer behaviour is studied towards select ten brands endorsed by Celebrities across various product and service categories. In the present study, various dimensions of behaviour of consumers from the Shekhawati region of Rajasthan state of India, comprising the three districts of Churu, Jhunjhunu and Sikar is analysed in detail. Statistical tools have been used for the quantitative analysis of the data collected through a survey and conclusions have been drawn.