Download or read book Impact of Celebrity Endorsement on Students' Buying Behaviour written by Kritika Nagdev and published by . This book was released on 2016 with total page 12 pages. Available in PDF, EPUB and Kindle. Book excerpt: The celebrity endorsements have become a magic potion for all marketers today. Celebrity can be seen endorsing in almost all television advertisements making it an India's Rs 2,000-crore celebrity endorsement market. Though there are many studies about celebrity endorsements, but it seems that there is limited research about the extent to which consumers' purchase intention is regulated by celebrity endorsements. The purpose of this paper is to specify the impact of celebrity endorsers in advertisements on purchase intentions of students as customers. Primary data collected from 146 respondents through closed ended/structured questionnaire and statistical tools like Factor Analysis and Multiple regression method are used for this research. Factor Analysis decomposed the variables into factors like value for money, celebrity name, celebrity influence, product features and brand attractiveness and through multiple regressions the impact (percentage) of celebrity endorsements has been calculated. It was found that value of money, celebrity influence and celebrity name are the main important factors which influence the buying behavior of today's youth.