Published Paper Details:

Abstract: To tackle the competition every company, try their best to attract consumers. Celebrity endorsements accepted to be a "ubiquitous feature of modern-day marketing" (McCracken 1989). Early Research has found that "celebrities are more effective than other types of endorsers, such as the professional expert, the company manager, or the typical consumer" (Friedman and Friedman, 1979). By using celebrity endorsers, companies may tap into consumer's symbolic association to an aspirational reference group, as they are perceived as dynamic, attractive, and likable (Assael, 1984; Atkins and Block, 1983; Kamins, 1990). Companies are using celebrity endorsement instead of focusing just on material as consumers are not feeling associated with just a material. Researches shows that consumers are more favors the brand endorsed by celebrity. In the case of attractiveness related products, the use of physically attractive celebrities increased message recall; product attributes, and purchase intention (Kahle and Homer, 1985). Current study is focusing on different features of celebrity and their impact on consumers. This study will helpful to marketers in making communication strategy as per consumers perception towards celebrity.