Impact of Celebrity Endorsement on Consumers Purchase Intention Mishra Somabhusana Janakiballav1, Dr. Munmunmohanty2, Dr. Sahoo S. C.3 1Ph. D. Scholar, Sr. Lecturer, School of Management, Centurion University of Technology & Management, Odisha, India, sombapuni@gmail.com 2Guide, Associate Professor, Ravenshaw Business School, Cuttack, Odisha, India, munmunmohanty@rediffmail.com 3Co-Guide, Retd. Professor, Utkal University, India Online published on 21 August, 2017. Abstract In recent times celebrity endorsement has been recognized as one of the most suited tools of advertising. It has become a winning strategy and a fashion for product marketing and brand building. Though it is easy to choose a celebrity but it is very difficult to establish a link between the brand and the endorser. The topic of celebrity endorsement is written to a large extent in academic literature, but what makes this research interesting is that it enables us to understand the celebrity endorsement process from a consumers’ point of view. Not much work has been seen in the Indian light despite the fact of it is being perceived as a potential market for celebrity endorsed brands. Indian consumer attitudes are changing at a great rate and they are becoming more aware of the brands that they use to define themselves. The research is carried out to obtain a view amongst consumers on purchase intention in the state Odisha, about celebrity endorsement. The study is mainly based on primary data which is collected through a structured questionnaire (the question are closed ended with multiple choices). A sample of 499 respondents was taken on the basis of convenience. Impact of celebrity endorsement is studied in respect of celebrity credibility and celebrity congruence. It was found that celebrity endorsement has a significant impact on consumers purchase intention due to credibility and congruence. However congruence between celebrity and brand is more significant than celebrity credibility. Top Keywords Brand, Celebrity endorsement, Congruence, Credibility, Purchase intention. Top |