Celebrity Endorecement

European Journal of Social Sciences
ISSN 1450-2267 Vol.29 No.3 (2012), pp. 405-412
© EuroJournals Publishing, Inc. 2012 http://www.europeanjournalofsocialsciences.com A Study on Consumer Buying Behaviour on Celebrity
Endorsement and Brand Building of Automobile Industry in
Tamil Nadu, India
Annadurai Pughazhendi
Research Scholar , PSG Institute of Management (PSG College of Technology)
Coimbatore, India
D. Sudharani Ravindran
Professor, PSG Institute of Management (PSG College of Technology)
Coimbatore, India
Abstract
The study aims to investigate “Consumer buying behaviour on celebrity endorsement and brand building in automobile industry”. This study is celebrity endorsement acts as a source of brand-building and has impact over the purchasing behavior of customers in case of automobiles. The purpose of the study is (1) to identify the influence of celebrity endorsement on consumer buying behaviour. (2) To study celebrity endorsement as a sources of brand building. (3) To find which type of celebrity personal is more effective.
The result of the study it was found that brand name and celebrity endorser are the two key factors that play an important role in affecting purchase intention. Majority of the people want to see their favorite celebrity endorsing their brands.

Keywords: Consumer buying behaviour, Celebrity endorsement, Brand building,
Automobile

Introduction
Businesses have long sought to distract and attract the attention of potential customers that live in a world of ever-increasing commercial bombardment. Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Every brand attempts to steal at least a fraction of an unsuspecting person 's time to inform him or her of the amazing and different attributes of the product at hand. Because of the constant media saturation that most people experience daily, they eventually become numb to

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