Main Article Content
Abstract
Advertising industry has been remarkably utilizing various strategies for promoting the products. Following this connection, the celebrity endorsement has become a trend and anapparentfascinating formula for the marketers because of celebrity’s charismatic personality along with other captivating traits. Hence celebrity endorsement has been accepted globally as an imperative attribute of the modern marketing strategy. The perception of the target group of consumers towards celebrities and the brands they endorse prove to be of much significance in designing promotional, pricing, and a host of other marketing strategies. The perception of college going students regarding celebrity endorsement is a concern for the firms targeting the youth market. This study highlights the perception of college going students regarding celebrity endorsement. The study also focuses on influences of celebrity endorsement on purchasing behavior of college goers. Since the study includes the primary data,a pre-designed questionnaire has been used for collecting the responses of 120 respondents of 2 colleges situated in Kaithal District of Haryana. For the purpose of analysis, final presentation of data and its interpretation, frequency distribution using percentage method, cross- tabulation and charts have been used.