Effect of Endorsement Advertising on Consumer Buying Behaviour

Abstract

Advertising Seems to be the best platform where brands prefer to compete on right from hiding the best advertising agencies to get the biggest celebrities. So, celebrity endorsement is a special type of advertising. In this paper, we study about an the effects of endorsement advertising on consumer behavior. There are different types of advertising  like unpaid testimonial, fake endorsement , speaking on behalf of the brand. This paper also throws light on all types of endorsement, advertising, their advantages, risk involved in the endorsement and factors to be considered while choosing a good celebrity for making the advertisement effective. We also use secondary data collection method. Our objective is that to study about the effectiveness of endorsement advertising.