The Presence of Celebrity can Affect and Influence Consumer Buying Behavior Positively

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Recommended: Review of literature on Celebrity endorsement

According to business dictionary, brand is defined as a unique design, sign, symbols, words or a combination of all of these, to creating an image that identifies a product and to distinguish it from its competitors. A celebrity is known as a famous people or well-known people in certain perspective of field. In detail, celebrities are the people who enjoy high degree of public recognition and awareness by a large share of a certain group of people (Prof. Dr. G. L. Pedhiwal, 2011). According to Kurzman et al, (2007), celebrity is an omnipresent feature of society, blazing lasting impressions in the memories of all who cross its path. The use of celebrities to advertise the company products as to increase sales and recall the value of a brand is known as celebrity endorsement. McCracken (1989) defines celebrity endorser as any people who enjoy public recognition and who used his or her recognition on behalf of a consumer good by appearing with it in an advertisement (MarComs). The presence of celebrity can affect and influence consumer buying behavior positively (McCracken, 1989). Cel...

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