Celebrity Endorsements of Men’s Fashion wear: A Filed study

Abstract

Celebrity endorsement as a marketing strategy has become quite prominent in contemporary India because of the shift from traditional promotional mix elements to the emerging integrated marketing communication concept. Celebrities have been found to extend their popularity and personality through endorsements which go on to certify a brand’s claim and position. The present study aims at understanding the influence of endorsements of men’s fashion wear brands by leading male movie starts of the country and it analyze the efforts of endorsement on brand , association, loyalty and various other elements of brand equity and it also analyze the effect of endorsement on the consumer purchase behavior of men’s fashion wear brands.