• Namitha S G
• Prof. Jimmy Thankachan

Celebrity endorsement has now become the most preferred tool of advertisement for marketers to increase their brand reach and revamp their brand image. This paper sheds light of the impact celebrity endorsement has on consumer buying behaviour with respect to aerated drinks. The impact of celebrity endorsement is high when there is a congruency between the brand and the celebrity. Demographic factors like age, gender, income and residential location also play a huge role in determining the amount of influence the celebrity endorsers have over the consumer’s buying behavior. Aerated drinks industry is highly competitive. With this competition, this industry also faces the threat of high switching rates. In order to check the impact of celebrity endorsement in the aerated drinks industry, and to see if he behavior and the credibility of the celebrity has any impact on the brand image ad preference, this study has taken this as the research problem. This study is focused on South Bengaluru taluk.

Aerated drinks, Brand Image, Brand preference, Celebrity endorsement, Consumer buying behaviour

"IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOR WITH REGARD TO AERATED DRINKS IN SOUTH BENGALURU", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.992-996, March-2019, Available :http://www.jetir.org/papers/JETIR1903246.pdf

"IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOR WITH REGARD TO AERATED DRINKS IN SOUTH BENGALURU", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp992-996, March-2019, Available at : http://www.jetir.org/papers/JETIR1903246.pdf