Effect of Celebrity Endorsement on Students Performance

Authors:
Hera Anam, Iqra Javed, Mehtab Yaseen, Irum Khan, Nadia Anwer and Jouhra Hayat
Students at Department of Management Sciences,The Islamia University Bahawalpur.

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Effects of Celebrity Endorsements on Students Abstract:
This study seeks to find out the influence of Celebrity endorsement on students. We measure the impact of various independent variables (Celebrity performance, Celebrity Attractiveness, Negative information and Celebrity product Fit) on our dependent variable (purchasing behavior).The data was collected by using a structured questionnaire from a sample consisting of 120 students belonging to Department Of Management Sciences of The Islamia University of Bahawalpur. The result of our research shows that student’s buying behavior is positively affected by above mentioned independent variables. Research instrument reliability is 0.793 which is highly acceptable and also practicable it is.

Key words: Purchasing behavior, Celebrity attractiveness, Celebrity performance, Negative information and Celebrity product fit.
Introduction:
Fashion and celebrities attracts everyone. But main influence of celebrities can be observed on youth and especially on students. Students are considered as target market for most of the products like outfits, shoes, makeup, and health and personal care etc. Students are mostly targeted because they can be easily captured by their interest and likeness of new and innovative products and of course, those products that are being used by their favorite celebrities. Celebrities don’t directly affect their followers but they indirectly influence them by using Products.
Product endorsement is a technique to increase sale of your product and attract new customer with the help of celebrities that are known as Youth-Icon. Celebrities are incomplete without brands and product endorsement. Students idealize them, they want to be like them and they feel like them while using the same products and brands referred by their

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