"A Study on the Impact of Celebrity Endorsement towards Chennai Silks, Tiruchirappalli"

 Today celebrity endorsement  becomes  the multi-million industriesin  the  world.  Marketers  endorsed  celebrities with their products and brands in the advertisement to increase their sales and change the perception of  the  viewer’s  regarding  their 
brand,  whichpositivelyimpacts  on their  buying  behavior.   This research  studyfocuses  on  the  celebrity  endorsement  and  its  impact on  the  customer’s  buying behavior and their perception regarding the product or brand of the company. A quantitative method is used in this research in orderto investigate the impact of celebrity endorsement on buying behavior.  The  data  of 200  respondents is  collected  through  questionnaire  and  results were  analyzed  through the  SPSS.  The  students  of  different  universities  as respondentshas  been  takento  know  their perception regarding the celebrity and its attributes and  the impact of celebrity endorsement on their buying behavior. It is concludedthat celebrities endorsed advertisements are more attractive than the
non-endorsed advertisements.  Moreover  the  tested  attributes  of  celebrity  show  positive  relationship with the buying behavior and brand perception as well. It also proved that there is a significant impact of celebrity  endorsement  on  the  buying  behavior. Finally, the results of the study  further  proved  that there is a significant impact of celebrity endorsement on the buying behavior of customers