• Dr. K.VINOTHA

Celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters. Marketers use celebrity endorsers in hopes that the products or the brand image associated with the celebrities. Celebrity endorsement is usually commonly used by fashion or beauty brands, but a non-profit organization relies on celebrities as well, as celebrities have mass communication skills which can attract people’s attention and is helpful in reaching a wider audience to raise their awareness towards a certain organization or an issue

The influence of endorsement on Purchasing attitude of consumer – A study with reference to FMCG in Chennai city.

"The influence of endorsement on Purchasing attitude of consumer – A study with reference to FMCG in Chennai city.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 6, page no.738-741, June-2018, Available :http://www.jetir.org/papers/JETIR1806351.pdf

"The influence of endorsement on Purchasing attitude of consumer – A study with reference to FMCG in Chennai city.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 6, page no. pp738-741, June-2018, Available at : http://www.jetir.org/papers/JETIR1806351.pdf