The impact of celebrity endorsements in advertising on brand image and consumer purchasing behavior

This thesis aims to explore the impact of celebrity endorsements in advertising on brand image and consumers' attitude & purchasing behavior. Celebrity endorsement are known to be the latest and majorly used technique by marketers these days. This thesis tests the efficacy of this marketing tool. The study adopts both a qualitative and quantitative methodology. Data has been collected from the results of in-dept interviews groups and surveys.In the first phase of the research, a in-depth interwiews group study among 30 Turkish adult consumers was conducted. Interviewees were asked to identify the specific elements of advertisements using celebrity endorsement that were most appealing to them. They were asked to suggest how advertisements using celebrity endorsements work. In the second phase, 400 respondents were contacted and surveys were applied face-to-face. Factor analysis, ANOVA, Regression Analysis and CronBach's Alpha were run in SPSS to verify the devised model. Significant fiindings were observed to enforce the hypotheses that celebrity endorsements do have impact on brand image and they have an influence on consumers' attitude &purchasing behavior. Further research can be conducted by shifting the demographics of respondents and expanding the research frame to check the significance of media in marketing and promotion.