Due to cut throatcompetition companies use advertisement as most effective and bombardment toolto gain the competitive advantage. As celebrities are largely connected topublic so celebrity endorsement is thought to be the best tool of advertisementto target maximum audience.Advertising is the mostimperative approach to attract the customer and this idea has experienced fromtraditional to current perspective.
Now days the advertisers are imaginativeminded and they created strategies to attract the customers (Belch and Belch2001). These strategies are developed only for the purpose to attract thecustomers and create a positive image (Belch and Belch 2001). Advertisement is a material body ofcommunication which is used to persuade a specific group of multitude to takesome new action. Advertisement is considered as a major and important elementfor the economic ontogeny of the vendor and different companies in competition(Ryans, 1996). Advertising is usually a paid form of publicity by some patronand reached through various traditional media such as TV set, commercial radioad , outdoor publicizing , newspaper, magazine mail or modern media such asblog , websites and text messages. Furthermore the development andtechnological advancements have turned advertising to a more pervasive andpowerful in its impact and affect (Leiss et al.
, 1986). In recent timethe greater part of the organizations uses celebrities (famous people) topromote their items and administrations for the reason to make an incrediblenotoriety and goodwill in business sector rather than their rivals. Celebrities are the individuals who delight in generalpopulation distinguished Toward an expansive allotment from claiming specificbunch of people, Hosting different qualities like attractiveness, beauty,uncommon life style alternately uncommon aptitudes would just particularregular qualities can’t a chance to be observed, basically superstars(celebrities) are the individuals who appreciate high level of publicawareness. As McCraken (1989) expressed that famous people have a tendency tomake more prominent impact on the buyer purchasing conduct. McCracken (1989)further stated that celebrity plays a vital role in modern marketing.
As stated by Seno and Lukas(2007), Celebrities are all that much accommodating than other kind ofendorsers, for example, the organization supervisor, particular shopper and thequalified master and so on. Organizations hold extraordinary control over maderepresentative since they develop these characters. They can fabricate characterswhich are unfailing with their brands and target group of onlookers, andguarantee that these characters are completely embracing stand out specificitem (Tom, et al. 1992).
On the opposing, organizations grasp defective controlover the superstar endorsers, since they have made their open characterthemselves throughout the years. Past examination on superstar support uncoversthat big name endorsers delivered more productive disposition towardspublicizing and prevalent buy aims than a non-big name endorser (Atkin andBlock 1983; Petty et al. 1983).Intoday’s lively and focused environment, clients are persistently presented todifferent assorted brands through distinctive showcasing systems.
Consumerconduct is a vital and complex range for marketers as diverse individuals havedistinctive needs. As expressedby Lancaster et al. (2005) that fulfillment of purchaser needs is the finalgoal for a business; hence the marketer’s job is to consummately distinguishthe customer needs and therefore create item that fulfills their needs.Subsequently, it is vital for marketers to have an appropriate comprehension ofconsumer buying behavior.
Characterized consumer behavior as the studyof people, groups, or organizations and the procedures they use to choose,secure, utilize, and discard items, services, encounters, or thoughts tofulfill needs and the effects that these procedures have on the consumer andsociety. Learning of buyer purchasing conduct (consumer buying behavior) helpsmarketers in developing their showcasing procedures (strategies) the psychologyof the customers.