IMPACT OF CELEBRITY ENDORSEMENT ON PURCHASE DECISION PATTERN – A STUDY WITH REFERENCE TO CONSUMERS OF PERSONAL CARE PRODUCTS IN CHENNAI CITY

Celebrity endorsement is able to introduce all kinds of products especially personal care products to the customers and in the marketing arena very smoothly. It creates brand awareness, brand knowledge and popularity of the product and compel the customers to purchase the products frequently. The well known celebrity endorsement is considered as a fastest way of introduction of any new product in the marketing field. It is able to strive and associate themselves in the minds of customers very easily. The consumers memory is always inclining to the popularity and celebrities involved in the marketing process. The consumers coming across many celebrities along with the products is not able to forget the product due to the popularity of celebrity Clark and Horstman(2003).