The Influence of Celebrity Endorsements on the Buying Intension of Young Consumers in India

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.

A rare amalgamation of an educator, an administrator and a researcher, Dr. Kunal Gaurav has earned his Doctorate in Business Administration from Aligarh Muslim University (AMU), Aligarh, India. Aligarh Muslim University (AMU) has the distinction of being one of India's most renowned and iconic Higher Education Institutions, occupying a crucial place in the emergence and preservation of both cultural and intellectual heritage of India. His doctoral research was intended to investigate the Impact of Relationship Marketing and Perceived Service Quality on Customer Loyalty in Indian Automobile Industry. He is an agriculture science graduate and holds MBA (Gold Medalist) with specialization in marketing management. He is an AIMA - Accredited Management Teacher and currently working as Professor in the area of Marketing & Associate Dean (Strategic Research) at ICBM - School of Business Excellence, Hyderabad. ICBM - School of Business Excellence, Hyderabad is one of the top business schools in the country blessed with ACBSP accreditation in addition to the approval from AICTE, Ministry of HRD, and Govt. of India. He has published a number of books in the area of General Management, Brand Management and Social Entrepreneurship. Apart from research article publications in various refereed journals he has presented several papers at national and international conferences. He also holds the honorary position of Senior Vice President of Operations - Internationally Accepted Marketing StandardsBoard (IAMSB), International Institute of Marketing Professionals (IIMP), Canada.