Download or read book The Impact of Celebrity Advertisement and Endorsement on the Buying Behaviour of Consumers Brand Image and Brand Positioning of Coca Cola in London United Kingdom written by Ali Hammad and published by . This book was released on 2015 with total page 84 pages. Available in PDF, EPUB and Kindle. Book excerpt: Importance of the subject:The problem statement is of great importance, as celebrity endorsement is the most important form of marketing communication. The problem statements helps to analyse and examine the effect of celebrity advertisement and endorsement on other marketing strategies and customer psychographics such as; the brand image, brand positioning and buying behaviour of consumers.Research Methodology:In order to conduct the primary research, the research selected sample size of 104 respondents both males and females belonging to different age groups from 18 to more than 50 years old. Similarly, the researcher use surveymonkey.com and social media websites such as facebook.com in order to get the surveys done, as it is the quickest and easy way to get authentic research done in short span of time. Similarly, the researcher used mintel, keynote, books, report, journal articles and news to conduct the secondary research.Findings and analysis:Coca-Cola's celebrity endorsements and advertisements are creating positive impact on the buying behaviour of young consumers. There are many other popular marketing tools such as discount coupons which also influence consumers in conjunction with celebrity endorsements. Majority of the people both males and females between the age groups of 35-50 are not much interested in celebrity endorsements and don't get much influenced by them. Celebrity endorsements are influencing young males and females to buy coca-cola and associate positive attributes with the brand which leads to attain positive brand image and brand image of coca-cola in the eyes and minds of the consumers.Conclusions/Recommendations:Coca-colas' celebrity endorsements and advertisement are creating positive impact on the sales, buying behaviour of young consumers, brand positioning and image. Coca-Cola spend most of its budget on television advertisements, but from the primary research it was revealed that; Coca-Cola must focus on social media advertising as well, as it is the most important form of media to be used by targeted audience of coca-cola to become aware about the brand and its products. Similarly, coca-cola must come up with celebrity advertisement and endorsements by selecting different celebrities belonging to different age groups to influence consumers between the age group of 30-50 years old and make them buy coca-cola and change their perception of being coca-cola as unhealthy drink to healthy drink.

Download or read book The Influence of Celebrity Endorsements on the Buying Intension of Young Consumers in India written by Kunal Gaurav and published by GRIN Verlag. This book was released on 2017-10-12 with total page 67 pages. Available in PDF, EPUB and Kindle. Book excerpt: Project Report from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: A+, , language: English, abstract: The universe of today is evolving quickly and India is no exception. Particularly after the opening up of the economy, the pace of progress that India and its people are encountering in their socio-social environment is mind boggling. Every brand attempts to steal at least fraction of a person’s time to inform him/her about the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. It has been uncovered amid the examination that whooping sums being paid by the advertisers to these celebrities are some place powerful. The main objective of this study is to analyze the impact of various constructs of celebrity endorsement on the buying intention of young consumer. There is two more objective of this study such as to identify the various constructs of celebrity endorsement and to now the consumer perception towards celebrity endorsement.

Download or read book Impact of Celebrity Endorsement on Consumer Buying Behaviour and Brand Building written by Dr.Dinesh Kumar Gupta and published by . This book was released on 2008 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Impact of Celebrity Endorsements on Brand Image written by Debiprasad Mukherjee and published by . This book was released on 2009 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a strong association between the product and the endorser. While the magnitude of the impact of celebrity endorsement remains under the purview of gray spectacles, this paper is an effort to analyze the impact of celebrity endorsements on brands. Objective of this article is to examine the relationship between celebrity endorsements and brands, and the impact of celebrity endorsement on consumer's buying behavior as well as how consumer makes brand preferences. This paper proposes a 20 point model which can be used as blue-print criteria and can be used by brand managers for selecting celebrities and capitalizing the celebrity resource through 360 degree brand communication which, according to this paper, is the foundation of the impact of celebrity endorsement. Celebrity endorsement is always a two-edged sword and it has a number of positives - if properly matched it can do wonders for the company, and if not it may produce a bad image of the company and its brand.

Download or read book Celebrity Social Media Influencers and Brand Performance written by Saloomeh Tabari and published by Palgrave Macmillan. This book was released on 2024-10-04 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions. Indeed, companies devote a lot of resources on celebrity endorsement to exploit emotional bonds between consumers and brands in order to accomplish their desired brand image and increase brand awareness, differentiation, and brand loyalty. In short, brands that are endorsed by a favourite celebrity and influencer become more credible and trustworthy. This edited book examines this new era of marketing by focusing on the impact of employing celebrities, SMIs and virtual influencers to endorse the brand as a key advertising tactic. In particular, it focuses on the rise of social media usage and the corresponding changes in advertising strategies in the digital era. As well as exploring this rise of celebrity influencers and their value, the book also takes a critical lens, examining their roles in fuelling the growth of materialism, causing mental health issues among adolescents, and aiding the development of fast fashion. With this balanced and comprehensive approach, this book is an essential resource for anyone interested in the future of advertising.

Download or read book Celebrity Scandals and Their Impact on Brand Image written by Raphael Städtler and published by GRIN Verlag. This book was released on 2011-04 with total page 109 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2010 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, The University of Surrey, course: International Business Management - Communications - Public Relations, Advertising, Marketing, language: English, abstract: Celebrity endorsements can be seen as a powerful and effective advertisement tool to cut through today's thick media clutter, grab the attention of consumers by underpinning a brand's image. The use of celebrities as a spokesperson for products and brands has been steadily increasing over the past decades. Celebrity Endorsements are perceived as a ubiquitous feature of modern marketing. Especially young consumers, who are considered to be brand conscious as well as regarded to idolise their favourite celebrities are a prime target of celebrity endorsements. Despite the many benefits celebrity endorsements entail, companies must also be aware of the potential drawbacks it brings along. Particularly celebrity endorser scandals are perceived to have an impact on a brand's image. Owing to the steady growth of celebrity endorsements as an effective advertisement tool to boost a brand's image, and to the fact that young consumers will remain the prime target of celebrity endorsements, this dissertation aims at investigating the impact of celebrity scandals on the brand image perception of young consumers. Based on a critical literature review, the author develops a conceptual and theoretical framework, in which this dissertation is set. An empirical study by means of an online survey distributed among 222 participants was conducted. Findings demonstrate that the brand image is hardly affected due to celebrity endorser scandals. However, the findings also reveal that felonies such as murder may lead to instant termination of consumption of a brand. The results of this research study provide some novel and useful insights into celebrity scandals and their impact on brands image, which can be used a

Download or read book Celebrity Scandals and their Impact on Brand Image A Study among Young Consumers written by Raphael Städtler and published by GRIN Verlag. This book was released on 2011-04-19 with total page 103 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2010 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, The University of Surrey, course: International Business Management - Communications - Public Relations, Advertising, Marketing, language: English, abstract: Celebrity endorsements can be seen as a powerful and effective advertisement tool to cut through today’s thick media clutter, grab the attention of consumers by underpinning a brand’s image. The use of celebrities as a spokesperson for products and brands has been steadily increasing over the past decades. Celebrity Endorsements are perceived as a ubiquitous feature of modern marketing. Especially young consumers, who are considered to be brand conscious as well as regarded to idolise their favourite celebrities are a prime target of celebrity endorsements. Despite the many benefits celebrity endorsements entail, companies must also be aware of the potential drawbacks it brings along. Particularly celebrity endorser scandals are perceived to have an impact on a brand’s image. Owing to the steady growth of celebrity endorsements as an effective advertisement tool to boost a brand’s image, and to the fact that young consumers will remain the prime target of celebrity endorsements, this dissertation aims at investigating the impact of celebrity scandals on the brand image perception of young consumers. Based on a critical literature review, the author develops a conceptual and theoretical framework, in which this dissertation is set. An empirical study by means of an online survey distributed among 222 participants was conducted. Findings demonstrate that the brand image is hardly affected due to celebrity endorser scandals. However, the findings also reveal that felonies such as murder may lead to instant termination of consumption of a brand. The results of this research study provide some novel and useful insights into celebrity scandals and their impact on brands image, which can be used as guidelines for practitioners and as a starting point for further research.

Download or read book Impact of Celebrity Endorsement on Consumer Buying Behavior written by Rizwan Ahmed and published by . This book was released on 2015 with total page 11 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today celebrity endorsement becomes the multi-million industries in the world. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer's regarding their brand, which positively impacts on their buying behavior. This research study focuses on the celebrity endorsement and its impact on the customer's buying behavior and their perception regarding the product or brand of the company. A quantitative method is used in this research in order to investigate the impact of celebrity endorsement on buying behavior. The data of 200 respondents is collected through questionnaire and results were analyzed through the SPSS. The students of different universities as respondents has been taken to know their perception regarding the celebrity and its attributes and the impact of celebrity endorsement on their buying behavior. It is concluded that celebrities endorsed advertisements are more attractive than the non-endorsed advertisements. Moreover the tested attributes of celebrity show positive relationship with the buying behavior and brand perception as well. It also proved that there is a significant impact of celebrity endorsement on the buying behavior. Finally, the results of the study further proved that there is a significant impact of celebrity endorsement on the buying behavior of customers.

Download or read book Brand Mascots written by Stephen Brown and published by Routledge. This book was released on 2014-06-27 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots’ standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world – here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds – the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology.

Download or read book Impact of Celebrity Endorsement on Consumer Buying Behavior of Elephant House Cream Soda written by Nipuna Dissanayaka and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This research mainly shows the impact of celebrity endorsement on a brand of a product. In addition, this describes buying behavior of Elephant House Cream Soda drink in the Sri Lankan market. In a survey study, respondents evaluated how three endorsement factors effect on brand credibility in cream soda drink. All variable (brand image, awareness, quality, attitudes, social image and willingness to pay) become reliable in reliability analysis. Pearson's association of all variables is neutral negative relationship and has a significant relationship with price premium's willingness to pay. Both independent variables describe the dependent variable by 29.9%. Which is low, in regression analysis. But the findings from the ANOVA table notes that the model is correct. In hypothesis testing. Only three factors have become acceptable. They are awareness, attitudes, and social image. Meanwhile, this research proves that there is a positive relationship between attractiveness, trustworthiness, expertise and brand credibility. Therefore, this celebrity endorsement concept is important in enhancing brand credibility and purchase intention.

Download or read book Impact of Celebrity Endorsement on Brand Image written by Rose O'Neill and published by . This book was released on 2006 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Celebrity Endorsements and Its Impact on Consumer Buying Behaviour written by Amit Kumar and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. This made the author curious to explore the impact of celebrity endorsements on consumer buying behaviour. This paper focuses on examining the perception of Indian consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intentions and finally the impact of celebrity endorsements on their purchase intention. This project begins with the review of existing literature available on celebrity endorsements, which provides an insight into the research topic and clarifies many important aspects related to the subject. A quantitative method is used for this research project to investigate the perceptions of the consumer, attributes and its subsequent impact on purchase intention. The data is collected through a questionnaire and later analysed using the data analysis software program SPSS. It was proven in this research that consumers find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention. In other terms, celebrity attributes do impact the purchase intention of consumers. Finally, the results of the study prove that celebrity endorsements positively impact the purchase intention of the consumers.

Download or read book Analyzing Parasocial Influence of Celebrity Endorsement written by Inessa Lotonina and published by . This book was released on 2020-09-21 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media plays an important part in modern society. Marketing professionals started to pay attention to social media in search for new ways to promote products and services online. One of the most recognized ways to promote the product is with the use of celebrity endorsement. Marketing scholars pinpointed that using celebrity endorsement for reaching Millennial consumers is very effective. During the process of endorsement, a publicly recognized person promotes the product by appearing with it in an advertisement. Celebrities appeared in product promotion ever since television set has become a necessary household item. Television viewers were highly interested in celebrities and researchers attempted to explain why the viewers are so captivated by them. In 1956, Horton and Wohl invented parasocial interactions theory to explain the phenomenon of fascination with celebrities. Horton and Wohl were the first to suggest that celebrities are effective in product promotion due to viewers' aspiration to be more similar to them.The purpose of this thesis is to explore how parasocial interactions shape consumer behavior of Russian Millennials. The research will pay close attention to psychological undertones of publicly recognized individuals' persuasion on their followers that influences their consumer behavior. Parasocial interactions between celebrity and their followers constitutes the research phenomenon of this thesis. Parasocial influence on consumers is still not clearly explained by the theoretical knowledge. An attempt to address this issue was made by parasocial interactions theory as well as by endorser source effect literature. However, recent research articles regarding parasocial interactions point out that new social media context creates a need for further investigation. Semi-structured interviews were used in this research, with overall twelve participants from Russia. All participants were female Millennials aged 25-28. Seven reoccurring themes were identified from the interview data, showcasing how parasocial interactions influenced consumer behavior of social media followers. These themes include pursuing celebrity experience, establishing high level of trust with celebrity, pursuing self-transformation through meaning-based consumption, adopting celebrity's lifestyle and habits, fulfilling the need to belong, stepping outside the consumption comfort zone and actively pursuing higher level of attractiveness. This research contributes to both parasocial interactions and celebrity endorsement literature by providing consumers' perspective on persuasiveness of social media endorsements. It was revealed that followers see celebrities that they emotionally engage with as trustable individuals and are willing to purchase their products without hesitation. As followers are open to try new products, it creates wide possibilities for marketers to utilize celebrity endorsement to its full potential. The biggest opportunity can be identified in endorsement of beauty and fashion products, since followers revealed great interest in enhancing their physical appearance. However, followers' trust must be maintained by celebrities choosing endorsements wisely and not engaging with promotion of non-related products.

Download or read book Celebrity Endorsement in Marketing Communication written by Ivo Conka and published by . This book was released on 2014 with total page 76 pages. Available in PDF, EPUB and Kindle. Book excerpt: Die Zelebritätunterstützung ist das populärste Mittel der Bewerbung in heutiger Zeit. Sie ist sehr einflussreich für den Produktmarketing und Markeaufbau geworden. Es ist nich schwierig eine Zelebrität auszusuchen, aber es ist mühsam eine starke Verbindung zwischen dem Produkt und dem Beschreiber aufzubilden. Zusätzlich, es ist ein Aufruf für die Gesellschaften das Markebewußtsein und Kundeneffektbenehmen mit Sportzelebritätbeschreibung schaffen.Das Ziel dieses Dokumentes ist einen Einfluss der Sportzelebritätbeschreibung auf den Kundenbenehmen und Bewusstwerden des Markeimages unter den Universitätsstudenten in Österreich zu analysieren. Es wurde hauptsächlich durch eine Erkundung auf der Basis des Onlinefragebogens verbunden mit vorheriger Erkundung zum Zwecke einen aktuellen Einfluss von den Sportzelebritäten auf die Studenten festzustellen geprüft.Auf dem Grund der Analyse, zeigt ein signifikanter Beweis die positive Korrelation zwischen der Sportzelebritätbeschreibung und dem Kundenbenehmen bei den Studenten in Österreich, außerdem zeigt sie eine positive Bedeutung auf den Bewusstwerden des Markeimages zu haben.*****Celebrity endorsement has been one of the most popular tools of advertising in recent time. It has become very influential for product marketing and brand building. It is not difficult to choose a celebrity, but it is tough to establish a strong association between the product and the endorser. Moreover, it is a challenge for companies to create brand awareness and influence consumer behavior with sports celebrity endorsement.This paper aims to analyze the impact of sports celebrity endorsement on consumer behavior and perception of brand image within university students in Austria. It has been examined mainly by an exploratory research based on an online questionnaire linked to previous research in order to find out the actual impact of sports celebrities on students.Based on the analysis, significant evidence shows a positive correlation between sports celebrity endorsement and consumer behavior of students in Austria, furthermore shows also a positive impact on brand image perception.

Download or read book Celebrity Brand Endorsement and Its Influence on Consumer Behavior written by Rodeline V. Gonzales and published by . This book was released on 2006 with total page 127 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's highly competitive retail environment, celebrity brand endorsement plays a crucial role in attracting customers to the store, influencing their in-store spending and continued patronage. Celebrity brand endorsements are seen extensions of the store image and can therefore contribute to store differentiation in the minds of the customers. This study wishes to determine the influence of celebrity brand endorsement on consumer behavior of selected retail clothing stores in metro Manila with regards to store entry, actual purchase, and store loyalty. The study used descriptive research. The statistical tools employed in the analysis of data were the percentage, mean ranking, 4-point Likert Scale, and Chi-Square. Findings of the study showed the following results: (1) Majority of the respondents were female, single, aged 21 to 30, and with a monthly income of less than P10,000 per month; (2) Television, billboards, and newspaper/magazines were the most effective media of advertisement; (3) Quality of the merchandise is the most important factor, while brand endorser is the least important factor that influence a customer to patronize a retail-clothing store; and (4) Familiarity is the most important criteria, while similarity is the most important criteria, while similarity is the least important criteria which attracts a consumer to a brand endorser; and (5) Consumers are non-responsive to celebrity brand endorsements. Except for its minimal influence on store entry, it does not influence actual purchase, and store loyalty. In addition, the study revealed that in general, (1) there is a significant difference in the perceptions of the respondents regarding the influence of celebrity brand endorsement on consumer behavior (Store Entry) when grouped according to age and monthly income but there is no significant difference when grouped according to gender and civil status; (2) there is no significant difference in the perceptions of the respondents regarding the influence of celebrity brand endorsement on consumer behavior (Actual Purchase) when grouped according to age, gender, civil status, and monthly income; and (3) there is no significant difference in the perceptions of the respondents regarding the influence of celebrity brand endorsement on consumer behavior (Store Loyalty) when grouped according to age, gender, and civil status, but there is a significant difference when grouped according to monthly income.

Download or read book Celebrity Endorsements Theoretical Explanations of Meaning Transfer and Schema based Models Recent Developments written by Matthias Röderstein and published by GRIN Verlag. This book was released on 2005-12-15 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Technical University of Chemnitz, course: Seminar, language: English, abstract: Michael Jordan, Tiger Woods, Heidi Klum, Günther Jauch, Thomas Gottschalk, they have all something in common. They are famous due to their public appearance and achievements in sport, television, magazines etc. Additionally, all of them are promoting or endorsing prod-ucts. The use of famous spokesperson or celebrities in marketing communications in the United States is growing since the late 1970’s and has reached a percentage of nearly 25% at the end of the 1990’s. Statistics for the german market also suggest an increased use of fa-mous testimonials, although their percentage relative to other communication strategies is seen as lower. Some researchers contend a positive economic effect of celebrity endorse-ments despite they are very expensive. Noticing that endorsement contracts with celebrities are expensive raises several questions. What makes them so interesting for companies? Why are marketeers using celebrities instead of “normal” people? For executive directors it may be useful to know how the “right” celebrity could be selected from the big crowd of popular per-sons. Furthermore, which are the factors predicting wether a celebrity is effective or not as an endorser? From a more scientific point of view, it is interesting to shed light to the processes through which consumers perceive advertisements with celebrities. As the title of this study suggests, these questions are answered in a somehow theoretical way, but with some practical conclusions. Chapter 2 explains to which extent the celebrity may be part of the communication process and which effectiveness criteria exist. Having defined and classified the main concepts of this paper in chapter 2, which are celebrity endorsement and schemas, some models that are related to celebrity endorsements are explained. Research of celebrity endorsement has focused mainly on four different approaches. First, the characteris-tics of an endorser as a source of information, divided in attractiveness (3.1) and credibility (3.2). Additionally, Match-Up between product and endorser characteristics are examined (3.3). Finally, in a more comprehensive model, researchers investigated in transfer of mean-ings from celebrities to products and then to consumers (3.4). This study will end with some limitations and expectations to further research.

Download or read book Impact of Celebrity Endorsement on Students Buying Behaviour written by Kritika Nagdev and published by . This book was released on 2016 with total page 12 pages. Available in PDF, EPUB and Kindle. Book excerpt: The celebrity endorsements have become a magic potion for all marketers today. Celebrity can be seen endorsing in almost all television advertisements making it an India's Rs 2,000-crore celebrity endorsement market. Though there are many studies about celebrity endorsements, but it seems that there is limited research about the extent to which consumers' purchase intention is regulated by celebrity endorsements. The purpose of this paper is to specify the impact of celebrity endorsers in advertisements on purchase intentions of students as customers. Primary data collected from 146 respondents through closed ended/structured questionnaire and statistical tools like Factor Analysis and Multiple regression method are used for this research. Factor Analysis decomposed the variables into factors like value for money, celebrity name, celebrity influence, product features and brand attractiveness and through multiple regressions the impact (percentage) of celebrity endorsements has been calculated. It was found that value of money, celebrity influence and celebrity name are the main important factors which influence the buying behavior of today's youth.