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Title: :  IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF BATHINDA CITY
PaperId: :  6170
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 3 Issue 4 2017
DUI:    16.0415/IJARIIE-6170
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Parwinder KaurEternal University, Baru Sahib, Himachal Pradesh
Amit KumarEternal University, Baru Sahib, Himachal Pradesh
Kajal chaudharyEternal University, Baru Sahib, Himachal Pradesh

Abstract

Management
Advertisements, Celebrity, Perception, Endorsement, Generation.
Indian people are very fond of fashion so that they follow the famous celebrities which is their icons. In today’s scenario Bollywood celebrities actively participating in advertising. In our country companies or firms prefers celebrities endorsement as a major tool for marketing, which increases the sale of their products. Simple Random sampling method was used for the present study with the sample size of 250 customers; the primary data for the study have been collected with the help of survey and questionnaire, structured survey questionnaire constructed in using 3 points likert- scale. The secondary data have been collected from the books, journals, research reports, magazines, articles, newspaper and websites. The data obtained from survey was analyzed (percentage, correlation, Mean, Standard error) using SPSS version 21. The main purpose of this study is to analysis and understands the impact of celebrity endorsement on consumer buying behavior.

Citations

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IJARIIE Parwinder Kaur, Amit Kumar, and Kajal chaudhary. "IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF BATHINDA CITY" International Journal Of Advance Research And Innovative Ideas In Education Volume 3 Issue 4 2017 Page 2224-2231
MLA Parwinder Kaur, Amit Kumar, and Kajal chaudhary. "IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF BATHINDA CITY." International Journal Of Advance Research And Innovative Ideas In Education 3.4(2017) : 2224-2231.
APA Parwinder Kaur, Amit Kumar, & Kajal chaudhary. (2017). IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF BATHINDA CITY. International Journal Of Advance Research And Innovative Ideas In Education, 3(4), 2224-2231.
Chicago Parwinder Kaur, Amit Kumar, and Kajal chaudhary. "IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF BATHINDA CITY." International Journal Of Advance Research And Innovative Ideas In Education 3, no. 4 (2017) : 2224-2231.
Oxford Parwinder Kaur, Amit Kumar, and Kajal chaudhary. 'IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF BATHINDA CITY', International Journal Of Advance Research And Innovative Ideas In Education, vol. 3, no. 4, 2017, p. 2224-2231. Available from IJARIIE, http://ijariie.com/AdminUploadPdf/IMPACT_OF_CELEBRITY_ENDORSEMENT_ON_CONSUMER_BUYING_BEHAVIOUR__A_CASE_STUDY_OF_BATHINDA_CITY_ijariie6170.pdf (Accessed : 08 March 2025).
Harvard Parwinder Kaur, Amit Kumar, and Kajal chaudhary. (2017) 'IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF BATHINDA CITY', International Journal Of Advance Research And Innovative Ideas In Education, 3(4), pp. 2224-2231IJARIIE [Online]. Available at: http://ijariie.com/AdminUploadPdf/IMPACT_OF_CELEBRITY_ENDORSEMENT_ON_CONSUMER_BUYING_BEHAVIOUR__A_CASE_STUDY_OF_BATHINDA_CITY_ijariie6170.pdf (Accessed : 08 March 2025)
IEEE Parwinder Kaur, Amit Kumar, and Kajal chaudhary, "IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF BATHINDA CITY," International Journal Of Advance Research And Innovative Ideas In Education, vol. 3, no. 4, pp. 2224-2231, Jul-Aug 2017. [Online]. Available: http://ijariie.com/AdminUploadPdf/IMPACT_OF_CELEBRITY_ENDORSEMENT_ON_CONSUMER_BUYING_BEHAVIOUR__A_CASE_STUDY_OF_BATHINDA_CITY_ijariie6170.pdf [Accessed : 08 March 2025].
Turabian Parwinder Kaur, Amit Kumar, and Kajal chaudhary. "IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF BATHINDA CITY." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 3 number 4 (08 March 2025).
Vancouver Parwinder Kaur, Amit Kumar, and Kajal chaudhary. IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF BATHINDA CITY. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2017 [Cited : 08 March 2025]; 3(4) : 2224-2231. Available from: http://ijariie.com/AdminUploadPdf/IMPACT_OF_CELEBRITY_ENDORSEMENT_ON_CONSUMER_BUYING_BEHAVIOUR__A_CASE_STUDY_OF_BATHINDA_CITY_ijariie6170.pdf
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