Chapter one
Introduction
In today’s world, celebrities are being treated as a role model, people are changing their living style related with their favorite celebrity. This thing creates a great impact on the buying behavior of the persons. This attracts the customers and ultimately increases the company productivity. Celebrities are not always creating any kind of effect on persons mind in terms of buying. But mostly it gives a great impact on perception of choosing any product. We are always thinking that if our favorite celebrity is using them. Then we should use that to be like them (Khatri 2016).
From last 150 years advertising is changing in different phases from the classical to modern. These days, the best strategy used by marketers to influence customers is by showing celebrities with their products. It includes different appeals like, exciting, absurdity, sexual etc. Belch, and Belch, (2012) acknowledged that the main aim of formulating such strategies is to get high brand revelation, longing, concentration and curiosity. To do so, marketers attach famous personalities with their products. McCracken (2014) stated that these famous personalities had great influence on the consumer’s buying behavior that’s why it becomes the most attractive tool of advertising now a day. The major aim to do advertising and adopt this strategy is to influence customers towards the products (Ohanian, 2011).