Effect of Celebrity Based Advertisements on the Purchase Attitude of Consumers towards Durable Products (A study with reference to the city of Chennai)

In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and also the consumption pattern of the society in general. Across the world, celebrities have been used for a wide variety of brands. The crescendo of celebrities endorsing brands has been steadily increasing over the past years Marketers overtly acknowledge the power of celebrities in influencing consumer –purchase decisions. This study focuses on identifying the influence of celebrity endorsements on the purchase attitude of the consumers. It is an ubiquitously accepted fact that celebrity endorsement can bestow special attributes upon a product or service, that it may have lacked otherwise.