| dc.description.abstract | Celebrities are the famous people in the society because they obtain certain achievement in the specific field. Celebrities can be singers, actors or actresses, models and other types of jobs. Being aware of the influence and fame of these celebrities, marketers have successfully used celebrities in the advertisements with the purpose to enhance the effectiveness and credibility of the products they want to promote. This is a really brilliant advertising campaign that utilize the social widespread and affect of famous person to launch for products or services and bring the brand come closer to the customers with ease. As a matter of fact, manufacturers of mobile phones, clothing or perfumes from all over the world are some of the most commonplace business user of celebrity endorsement technique. In the past, there was number of authors proving the fact that celebrity endorsement really has a major influence on the effectiveness of getting customer attention. This research is conducted with the same purpose that is affirming the effect of celebrity endorsement on customers’ purchasing intention. The paper mainly discusses the factors that help measure the effectiveness of celebrity endorsement, studying the assessment of consumers about using the image of famous people to promote for products and ultimately analysing the celebrity features which influence the intent to buy of the customers. | en_US |
