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Advanced Browse Subscriptions Rankings o Top Papers o Top Authors o Top Organizations Submit a paper Blog Register now REGISTER SIGN IN Email This field is required Password This field is required Sign in Remember me Forgot ID or Password? Register now Public User Your Account User Home Personal Info Affiliations Subscriptions My Papers My Briefcase Sign out Download this Paper Share: Open PDF in Browser Impact of Celebrity Endorsement on Consumer Buying Behaviour and Brand Building Posted: 5 Aug 2008 Dinesh Kumar Gupta Ph.D., Haryana School of Business, GJU S & T, HISAR Date Written: January 1, 2007 Abstract The field of consumer behavior is the study of individuals, groups or organizations and the processes they use to select, secure, use and dispose of product, services, experiences, or ideas to satisfy needs and impacts that these processes have on the consumer and society. And understanding the consumer behavior is the prime and toughest task in front of every marketer. There are a lot of factors, which influence consumer buyer behavior. This study aimed at to understand the "influence of celebrity endorsee on consumer buying behavior and marketing." Marketers pay millions of dollars to celebrity endorsee hoping that the stars will bring their magic to brand they endorse and make them more appealing and successful. But all celebrity glitter is not gold. Celebrity sources may enhance attitude change for a variety of reasons. They may attract more attention to the advertisement than would non-celebrities or in many cases, they may be viewed as more credible than non-celebrities. Third, consumers may identify with or desire to emulate the celebrity. Finally, consumer may associate known characteristics of the celebrity with attributes of the product that coincide with their own needs or desire. The effectiveness of using a celebrity to endorse a firm's product can generally be improved by matching the image of the celebrity with the personality of the product and the actual or desired serf concept of the target market. What therefore seems relevant by the study is that, yes, definitely celebrity endorsee influence consumer buying behavior and brand building but while using celebrity endorsee, marketer has to take care of all the aspect that whether the brought personality and image of celebrity matches or not, whether celebrity endorsee has deep penetration among the masses or not, whether he is considered as credible source or not etc. Keywords: impact, celebrity endorsement, endorser, consumer bying behaviour, brand building, product, advertisement Suggested Citation: Suggested Citation Gupta, Dinesh Kumar, Impact of Celebrity Endorsement on Consumer Buying Behaviour and Brand Building (January 1, 2007). Available at SSRN: https://ssrn.com/abstract=1203322 or http://dx.doi.org/10.2139/ssrn.1203322 Dinesh Kumar Gupta (Contact Author) Ph.D., Haryana School of Business, GJU S & T, HISAR ( email ) hisar, haryana 125001 India Download this Paper Open PDF in Browser Paper statistics Downloads 9,275 Rank 355 Abstract Views 46,960 Related eJournals Managerial Marketing eJournal Follow Recommended Papers Impact of Celebrity Endorsements on Brand Image By Debiprasad Mukherjee Celebrity Endorsements and Its Impact on Consumer Buying Behaviour By Amit Kumar Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site By Michael Trusov, Randolph E. Bucklin, ... Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions: A Multi-Experiment Analysis By Dr. Rajagopal Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix By Yubo Chen and Jinhong Xie Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets By S. Sriram, Pradeep Chintagunta, ... An Analysis of Toyota’s Marketing Strategy By Surendra Bhandari The Role of Marketing in Social Media: How Online Consumer Reviews Evolve By Yubo Chen, Scott Fay, ... Measuring the Impact of Promotions on Brand Switching Under Rational Consumer Behavior By Baohong Sun, Scott Neslin, ... Strategic Marketing - Role of Relationships, Information & Services By Komal Chopra Feedback to SSRN Feedback (required) Email (required) If you need immediate assistance, call 877-SSRNHelp (877 777 6435) in the United States, or +1 585 442 8170 outside of the United States, 8:30AM to 6:00PM U.S. Eastern, Monday - Friday. Submit a Paper Section 508 Text Only Pages Quick Links Research Paper Series Conference Papers Partners in Publishing Organization Homepages Newsletter Sign Up Rankings Top Papers Top Authors Top Organizations About SSRN Objectives Network Directors Presidential Letter Announcements Contact us FAQs Copyright Terms and Conditions Privacy Policy Cookies are used by this site. To decline or learn more, visit our Cookies page. processed by apollo5 in 0.172 seconds This page was