International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 6 Issue 4 July-August 2024 Submit your research before last 3 days of August to publish your research paper in the issue of July-August.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 6 Issue 4
July-August 2024

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Impact of Celebrity Endorsement on Sales of Cosmetics

Author(s) Shahbaz Khan, Prof. Harsh Maheshwari
Country India
Abstract Today, celebrity endorsement is becoming a multi-million dollar industry worldwide. In advertising, marketers have endorsed celebrities with their products and brands to increase their sales and change viewers' perception of their brand, which positively affects their purchasing behavior. This study focuses on celebrity endorsement and its impact on customer purchasing behavior and their perception of a company's product or brand. This study uses a quantitative method to find out the effect of celebrity endorsement on purchasing behavior. The data of 100 respondents are collected through a questionnaire and the results were analyzed. Respondents learned how they perceive a celebrity and its characteristics and how celebrity endorsement affects their purchasing behavior. The conclusion is that celebrity-endorsed ads are more attractive than non-endorsed ads. It also showed that celebrity endorsement has a significant impact on purchasing behavior. Finally, the results of the study further showed that celebrity popularity has a significant impact on customer purchasing behavior. The study focuses on understanding consumer buying behavior based on various factors such as age, gender, income, media and many other relevant variables.
Keywords Celebrity endorsement, Buying behaviour, Advertisement
Field Business Administration
Published In Volume 5, Issue 3, May-June 2023
Published On 2023-05-04
Cite This Impact of Celebrity Endorsement on Sales of Cosmetics - Shahbaz Khan, Prof. Harsh Maheshwari - IJFMR Volume 5, Issue 3, May-June 2023. DOI 10.36948/ijfmr.2023.v05i03.2803
DOI https://doi.org/10.36948/ijfmr.2023.v05i03.2803
Short DOI https://doi.org/gr7hdm
View / Download PDF File

Share this


E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 6 Isu 4 Cover Page Vol 6 Isu 3 Cover Page Vol 6 Isu 2

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9898-5948-55 editor@ijfmr.com