Authors :
Lipsa Karmacharya
Volume/Issue :
Volume 7 - 2022, Issue 9 - September
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3ejn513
DOI :
https://doi.org/10.5281/zenodo.7187357
Abstract :
The general objective of the study is to assess
the impact of celebrity endorsement on consumer buying
behavior of young consumers in Kathmandu. Descriptive
and qualitative research approaches are used for the
study on the basis of the need, nature and purpose of the
study. Among the entire young population of
Kathmandu valley of age group 16-39 years, 200 samples
are selected as respondents. This study largely focused
on the impact of independent variables i.e.
trustworthiness, celebrity expertise and celebrity
attractiveness on the dependent variable, consumer
buying behavior. The study represents that there is a
significant relationship between the independen3t and
dependent variables of the study.
Keywords :
(Celebrity Ensorsement; Buying Behaviour; Marketing; Advertisement; Consumenr Behaviour)
The general objective of the study is to assess
the impact of celebrity endorsement on consumer buying
behavior of young consumers in Kathmandu. Descriptive
and qualitative research approaches are used for the
study on the basis of the need, nature and purpose of the
study. Among the entire young population of
Kathmandu valley of age group 16-39 years, 200 samples
are selected as respondents. This study largely focused
on the impact of independent variables i.e.
trustworthiness, celebrity expertise and celebrity
attractiveness on the dependent variable, consumer
buying behavior. The study represents that there is a
significant relationship between the independen3t and
dependent variables of the study.
Keywords :
(Celebrity Ensorsement; Buying Behaviour; Marketing; Advertisement; Consumenr Behaviour)
