• Rashi Paliwal

Celebrity endorsement is very popular and often-used technique by marketers. Marketers endorsed Celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer’s regarding their brand, which positively impacts on their buying behavior. Marketers also claim that a celebrity affects the credibility of claims about a product and increases the memorabilia factor of the message, which may provide a positive effect that could be generalized to the brand. The effectiveness of using a celebrity to endorse a firm's product can generally be improved by matching the image of the celebrity with the personality of the product and the actual or desired serf concept of the target market. What therefore seems relevant by the study is that, yes, definitely celebrity endorsee influence consumer buying behavior and brand building but while using celebrity endorsee, marketer has to take care of all the aspect that whether the brought personality and image of celebrity matches or not, whether celebrity endorsee has deep penetration among the masses or not, whether he is considered as credible source or not etc.

Celebrity endorsement, brand building, customer’s buying behavior, advertisement, perception.

"Impact of Celebrity Endorsement on Brand Building & Consumer Buying Behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 2, page no.466-475, February-2020, Available :http://www.jetir.org/papers/JETIR2002070.pdf

"Impact of Celebrity Endorsement on Brand Building & Consumer Buying Behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 2, page no. pp466-475, February-2020, Available at : http://www.jetir.org/papers/JETIR2002070.pdf