The Impact of Celebrity Endorsement on Young Consumer Buying Behavior: Evidence From Nepal


Authors : Lipsa Karmacharya

Volume/Issue : Volume 7 - 2022, Issue 9 - September

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3ejn513

DOI : https://doi.org/10.5281/zenodo.7187357

The general objective of the study is to assess the impact of celebrity endorsement on consumer buying behavior of young consumers in Kathmandu. Descriptive and qualitative research approaches are used for the study on the basis of the need, nature and purpose of the study. Among the entire young population of Kathmandu valley of age group 16-39 years, 200 samples are selected as respondents. This study largely focused on the impact of independent variables i.e. trustworthiness, celebrity expertise and celebrity attractiveness on the dependent variable, consumer buying behavior. The study represents that there is a significant relationship between the independen3t and dependent variables of the study.

Keywords : (Celebrity Ensorsement; Buying Behaviour; Marketing; Advertisement; Consumenr Behaviour)

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