• DEEPANA P
• DR.U.VANI

Consumer purchasing behavior includes how customers behave when making purchases of various goods available on the market. The primary goal of marketers in marketing is to grab the attention of the public, and one of the best methods to do this is by supporting a famous person. The endorsement will be used to improve the product that is already well known to the consumer. Given that celebrity endorsement is currently commonplace, it is useful to examine the appeal of the endorsement and how people respond to it. As it instantly gives buyers a sense of trust and brand recognition, it has now established itself as a successful formula utilized by businesses to promote their goods. Customers show devotion to a business and its product when they purchase a product with a celebrity as an endorser. The major goals of celebrity brand endorsement are to garner attention, establish a reputation, and communicate the brand's excellence. This study examines the effects of celebrity endorsement on the consumer buying behavior and if consumers switch brands in favor of the celebrity endorser. Attention-seeking through a well-known personality will be more successful than attention-seeking through an unknown personality. The information came from 115 survey respondents.

Attention of consumers, Celebrity endorsement, Consumer Buying Behavior

"IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 4, page no.f23-f29, April-2023, Available :http://www.jetir.org/papers/JETIR2304903.pdf

"IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 4, page no. ppf23-f29, April-2023, Available at : http://www.jetir.org/papers/JETIR2304903.pdf