Header menu link for other important links
Exploring the influences of celebrity endorsement on purchase intention and brand loyalty among rural youth
Venkata Subbiah P.,
Published in Innovare Academics Sciences Pvt. Ltd
Volume: 7
Issue: 6
Pages: 426 - 431
Celebrity endorsement is a marketing strategy used by corporate companies or some non-profit organizations which involving the celebrities and a well-known reputed or intellectual person by using their social status and their fame in the society. It helps to organization to promote the product, service or even raise awareness on products In addition to that multinational corporations are used celebrity endorsement in the advertisement owing to strongly believed that the celebrities in advertisement have a unique vital and it create more influence on consumer buying behaviour, purchase intention and their brand loyalty. In India, normally people will consider celebrities such as cine starts and cricketers are their role models and they follow their trends such as dressing, hair styles and habits etc. In this paper, we considered the impact of celebrity endorsement among rural youth, students of their purchase intensions and loyalty of beverages used rural students. In order to examine the objective of the present study the data were collected out of the total population, using convenience sampling of 245 respondents are randomly selected. Data was collected through a well-developed structured questionnaire. The impact of celebrity endorsement is computed by using Smart Partial Least Squares (Smart PLS) tool. It is evident from the results; Celebrity Endorsement is played most significant role in shaping brand loyalty of a consumer based on their purchase intension. © 2019 by Advance Scientific Research. This is an open-access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/)
About the journal
JournalJournal of Critical Reviews
PublisherInnovare Academics Sciences Pvt. Ltd
Open AccessNo