"A Study on the Impact of Celebrity Endorsement towards Chennai Silks, Tiruchirappalli"

Today celebrity endorsement becomes the multi-million industriesin 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, whichpositivelyimpacts on their buying behavior. This research studyfocuses 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 orderto 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 respondentshas been takento know their perception regarding the celebrity and its attributes and the impact of celebrity endorsement on their buying behavior. It is concludedthat 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 customer