• Megha Munjal
• Dr. Sonia Chawla

Celebrity endorsements can often reap huge rewards for a brand and there are multiple reasons why brands approach celebrities. Understanding the effectiveness of endorsers is a very important issue for both academics and practitioners. A number of studies have examined whether and under what conditions, celebrities become suitable product endorsers and some of them generally support the effectiveness of celebrity endorsement. The present paper focuses on youth buying behavior towards the fashion products which include celebrities in their commercials for promoting their products.

Celebrity Endorsement, Youth, Brands and Products.

"IMPACT OF TV COMMERCIAL ENDORSEMENTS BY CELEBRITIES ON YOUTH BUYING BEHAVIOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.48-50, May 2019, Available :http://www.jetir.org/papers/JETIRCW06009.pdf

"IMPACT OF TV COMMERCIAL ENDORSEMENTS BY CELEBRITIES ON YOUTH BUYING BEHAVIOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp48-50, May 2019, Available at : http://www.jetir.org/papers/JETIRCW06009.pdf