"A STUDY ON THE IMPACT OF CELEBRITY ADVERTISING

ON BUYING INTENTION AND BRAND FAMILIARITY"

First Degree Programme in Commerce under CBCSS

 "A STUDY ON THE IMPACT OF CELEBRITY ADVERTISING ON
BUYING INTENTION AND BRAND FAMILIARITY"

REPORT SUBMITTED TO UNIVERSITY OF KERALA IN PARTIAL FULFILMENT

OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF BACHELOR OF
COMMERCE

SUBMITTED BY

CANDIDATE NAME CANDIDATE CODE

SUBIN S 15920138026

VAISHAKH A 15920138027

BIJOY GS 15920138051

LEKSHMY PREMLAL 15920138058

EXAMINATION CODE: 15918603

SUBJECT CODE: CO 1644

Under the guidance of : Dr Anu Varghese

ST JOHN'S COLLEGE, ANCHAL, KOLLAM

MARCH 2023
 DECLARATION

We, VAISHAKH A, SUBIN S, BIJOY G S, LEKSHMY

PREMLAL, hereby declare that the project entitled" A STUDY
ON THE IMPACT OF CELEBRITY ADVERTISING ON
BUYING INTENTION AND BRAND FAMILIARITY",
submitted to University of Kerala, for the partial fulfilment of the
requirement for the award of the Degree of Bachelor of
Commerce, is the record of original and independent work done
by us under the supervision and guidance of Dr Anu Varghese,
Assistant Professor, Department of Commerce, St John's College,
Anchal, Kerala, and it have not previously formed the award of
any degree or diploma or any other similar title to any candidate
of this or any other university

SUBIN S

VAISHAKH A

BIJOY GS

LEKSHMY PREMLAL

ANCHAL
 DEPARTMENT OF COMMERCE

CERTIFICATE
This is to certify that the project entitled A STUDY ON THE IMPACT OF CELEBRITY
ADVERTISING ON BUYING INTENTION AND BRAND FAMILIARITY, is a work done
by SUBIN S ( 15920138026), VAISHAKH A (15920138027) , BIJOY G S ( 15920138051),
LEKSHMY PREMLAL (15920137058), who are the students of final year (6th Semester )
B.Com, St. John’s College, Anchal, in partial fulfilment for the requirements of the award
of the Degree of Bachelor of Commerce from University of Kerala and the no part of this
project has been submitted earlier elsewhere for similar purpose.

DR. ANU VARGHESE

Assistant Professor of Commerce
Department of Commerce
St, John’s College
Anchal. Kollam Signature

Mrs. BAINY GEORGE

The Head, Department of Commerce
St, John’s College
Anchal, Kollam Signature

Submitted to the University of Kerala for the award of B. Com degree examination,
March 2023
Signature of examiners

1.
2.
Date:
 ACKNOWLEDGEMENT

With great pleasure, We express our profound gratitude to Dr. ANU VARGHESE,
Assistant Professor of Commerce, St. John's College, Anchal, for the inspiring guidance
given to us.

We thank to the Head of Department of Commerce and other faculty members to

extend the cooperation given to us

We also thank to our co participant to complete the project work in time

We would also express our sincere thanks to our parents and other family members for
their valuable cooperation

Above all we thank, God, the Almighty for blessing us to complete this work in time
 CONTENT

CHAPTER TITLE PAGE

NO
1 INTRODUCTION 1-2
1.1 Review of literature 2-6
1.2 Statement of problem 6-7
1.3 Need and significance of study 7-8
1.4 Scope of the study 8
1.5 Objectives of study 8
1.6 Research methodology 9-10
1.7 Limitations of the study 10
2
THEORETICAL FRAMEWORK 11
2.1 Celebrity 11-12
2.2 Branding 12
2.3 Celebrity branding 12-15
2.4 History of celebrity branding 15
2.5 Celebrity branding today 16
2.6 Examples of Celebrity endorsement around 16-18
the world
2.7 Purchase intention or buying behavior 19-20
2.8 Young Shopper 19
2.9 Apparels fashion 19
2. 10 Advantages of Celebrity branding 20-21
2.11 Disadvantages of Celebrity branding 21-22
2.12 Factors affecting Celebrity endorsement 22-24
3 DATA ANALYSIS AND INTERPRETATION 25-50
4 SUMMARY OF FINDINGS AND SUGGESTIONS 51-54
4.1 Findings of study 51-52
4.2 Suggestions 53
4.3 conclusion 54
BIBLIOGRAPHY 55-56

QUESTIONNAIRE 57-60
 LIST OF TABLE
Sl no Title Page no
1 Gender wise classification 25
2 Age wise classification 26
3 Advertisements were seen from 27
4 Category of advertisements critically observes 28
5 Type of advertisements that influence 29
6 Attractive advertisements 30
7 Factors influencing purchase decision 31
8 Impact of celebrity on buying decision 32
9 Advantages of celebrity advertisement 33
10 Celebrity advertisements are more effective 34
11 Celebrity advertisements affects lifestyle choices 35
12 Celebrity advertisements become more effective at the time of 36
13 Influence of social media advertisements 37
14 Promotion of online shopping through celebrity advertisements 38
15 Most influential celebrities in advertisements 39
16 Celebrity advertisements are understandable and relevant 40
17 Satisfaction of recent purchase 41
18 Celebrity advertising put forward 42
19 Change of perspective of a product 43
20 Influential field of celebrity advertisements 44
21 Celebrity branding increases trust in brands 45
22 Influence of gender of the celebrity 46
23 Negative impact of celebrity advertisements 47
24 Advertisements relating to tobacco and other products decreases the 48
credibility of celebrity
25 Frequent change of celebrities affect the buying decisions 49
26 Celebrities with some sincere and reliable images are most appreciated. 50
 LIST OF FIGURES

Sl no Title Page no
1 Gender wise classification 25
2 Age wise classification 26
3 Advertisements were seen from 27
4 Category of advertisements critically observes 28
5 Type of advertisements that influence 29
6 Attractive advertisements 30
7 Factors influencing purchase decision 31
8 Impact of celebrity on buying decision 32
9 Advantages of celebrity advertisement 33
10 Celebrity advertisements are more effective 34
11 Celebrity advertisements affects lifestyle choices 35
12 Celebrity advertisements become more effective at the time of 36
13 Influence of social media advertisements 37
14 Promotion of online shopping through celebrity advertisements 38
15 Most influential celebrities in advertisements 39
16 Celebrity advertisements are understandable and relevant 40
17 Satisfaction of recent purchase 41
18 Celebrity advertising put forward 42
19 Change of perspective of a product 43
20 Influential field of celebrity advertisements 44
21 Celebrity branding increases trust in brands 45
22 Influence of gender of the celebrity 46
23 Negative impact of celebrity advertisements 47
24 Advertisements relating to tobacco and other products decreases the 48
credibility of celebrity
25 Frequent change of celebrities affect the buying decisions 49
26 Celebrities with some sincere and reliable images are most appreciated. 50