Analyzing the Affect of Celebrity Endorsement through Television Advertisement on Consumer Buying Behavior; Evidence from Telecom Customers Living In Karachi

TL;DRAbstract

Advertisements are always been a influential source which is used by celebrities in order to affect the consumer buying behavior appropriately, but now a day�s consumers are surrounded by those advertisements which contains lot of clutter and because of this consumers tends to ignore advertisements, specially advertisements from broadcast media are suffered a lot from this habit of customers, that�s why advertisers now a day�s try to use mix of advertising strategies in order to gain customers interest, and among all of these strategies used by the advertisers in the television through broadcast media the most important strategy is use of use of celebrities in their advertisements, but as there are several attributes which are associated with the celebrity endorsement which are creating impact on consumer buying behavior this is difficult for the researchers to identify the effect of each and every attribute which is associated with the celebrity endorsement and can create impact on co

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