• Melsa C Thomas

Celebrity endorsement is one of the powerful tools adopted by companies or marketers to consolidate their brands in the crowded market place. Consumers prefer to own a brand that has a good reputation. When someone like a famous film star or sport star is associated with that particular brand it is obvious that the consumers will get attracted to it. It is because the consumers must maintain some status and feels that using a brand promoted by a celebrity can satisfy that longing. The present study is made on the impact of celebrity endorsement on consumer buying behavior towards apparel. Primary data is collected from hundred respondents mainly using questionnaire and through direct interview.

A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR TOWARDS APPAREL WITH REFERNCE TO TWO CITIES i.e. CHENGANNUR AND THIRUVALLA

"A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR TOWARDS APPAREL WITH REFERNCE TO TWO CITIES i.e. CHENGANNUR AND THIRUVALLA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 5, page no.a526-a537, May-2021, Available :http://www.jetir.org/papers/JETIR2105062.pdf

"A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR TOWARDS APPAREL WITH REFERNCE TO TWO CITIES i.e. CHENGANNUR AND THIRUVALLA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 5, page no. ppa526-a537, May-2021, Available at : http://www.jetir.org/papers/JETIR2105062.pdf