[14] EFFECT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR FOR AERATED DRINKS WITH REFERENCE TO MUMBAI SUBURBAN AREA

ARTICLE INFO: Date of Submission: Feb 27, 2025, Revised: Mar 14, 2025, Accepted: March 20, 2025, https://doi.org/10.56815/ijmrr.v4i1.2025.108-116

Abstract

Celebrity endorsement has been a widespread marketing approach used to sway customer views and purchase behaviour, particularly in fiercely competitive industries such as aerated drinks. Hence, the focus of this study is to evaluate the effect of celebrity endorsement on consumer buying behaviour for aerated drinks with reference to Mumbai suburban area. The technique used in the current study is one sample t-test. The findings of the study indicated that Increased Brand Awareness, Higher Brand Recall , Emotional Connection , Aspirational Value , Global Reach , Brand Loyalty , Social influence , Perceived Popularity , Word-of-Mouth Promotion , Stronger Ad Impact , Competitive Advantage and Higher Market Share are significant effects of celebrity endorsement on consumer buying behaviour for aerated drinks.