Abstract

Advertising is one of the very important promotional tools for any marketer. Marketers are spending enormous money for advertisement worldwide. Celebrity endorsement plays a vital role in advertising. Celebrity endorsement creates some impact on the buying decision of any customer. In India celebrities from cinema industry and sports are endorsing various products. In this study, importance of Shahrukh Khan as a brand endorser and his impact on various advertisements for goods and services are studied. Two hundred and twenty five college students from various disciplines at Thanjavur were included for primary data collection. College students’ opinion about celebrity endorsement in general and also particularly about the various advertisement endorsed by Bollywood actor Shrukhkhan were studied. Findings of this study reveal that celebrity endorsement is indeed useful to brand recall and sales of goods and services. In India Sharukh khan really play a vital role in the Ad industry and create both positive as well as negative impacts among college students. Findings of the study also reveal that SRK can raise the sale of any product and he can convert the mass brand to class brand.

Keywords:

Advertisement , buyer behavior , buying decision, celebrity endorsement , college students , promotion , Sharuk Khan,

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Competing interests

The authors have no competing interests.

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