Consequentiality of Celebrity Endorsement on the Purchase Decisions of the Consumers Soniya K.*, Dr. Karthikeyan P.** *Assistant Professor, Happy Valley Business School, Coimbatore, Tamilnadu, India **Assistant Professor, School of Management Studies, Kongu Engineering College, Perundurai, Erode, Tamilnadu, India Online published on 3 May, 2016. Abstract Advertisement creates awareness about the product to reach the minds of the consumers. An additional source of effective advertisement is the celebrity usage and it is one of the best strategies of many brands. The purpose of such usage may be for getting the attention of the consumers and for prolonged association. Celebrity endorsement influences the customers to try the products. Hence, it becomes pertinent to evaluate whether there is significant impact of celebrity endorsement in influencing consumers attitude towards purchase of various goods such as food and beverages, fancy and fashion items, electrical and electronic gadgets, personal care products and finally, service care products. The objective of the study is to analyze the socio-economic profile of the consumers, to identify the influence of celebrity based advertisement on purchase attitude of consumers, to evaluate the direct and moderation effects of celebrity endorsement influencing purchase attitude of consumers in Coimbatore city and finally, to contribute suggestions for policy implications. Using convenient sampling technique with the sample size of 500 consumers in Coimbatore district the study was conducted and found that the impact of celebrity endorsed product has significant influence on purchase decision on the consumers. It is also evident that the influence of purchase decision based on impact of celebrity endorsement had high level of significance, hence, the promotional activities using the celebrities as the moderators for creating impact on the consumers' buying attitude through proper policy implications will help the industries to achieve greater heights in the years to come. Top Keywords Advertisement, Celebrity Endorsement, Purchase Decision, Consumer Attitude, SEM Model. Top |