Role of Celebrity Endorsement in Advertisement: A Study of Cold Drink

The objective of the present study is to synthesize the students' opinion towards celebrity endorsement in advertisement. The present research study is exploratory-cum-descriptive in nature. The sample size for the present study was 150 which was selected on the basis of convenience sampling. These respondents were from various colleges and university teaching department of Sirsa district. Out of 150 respondents 130 respondents gave proper responses without any error. Both types of data i.e. primary data as well as secondary are used in the present study. Primary data were collected through the structured questionnaire on likert scale i.e, Strongly Agree to Strongly Disagree. The secondary data were collected from various articles, journals, books and websites, etc. To analyze the data, a set of simple statistical techniques such as frequency distribution, cross tabulation, percentage, mean, standard deviation (S.D.). PASW 18.0 was used for analysis. It found that majority of respondents are male from the age- group of 18-21 years from urban area are post-graduate and from income group of above Rs. 30,000 per annum. It also resulted that Celebrity endorsement helps in brand promotion, increase the cost of product, increase the sale of product, encourage for purchase cold drink, attract customer towards cold drink, influence buying decision, increase awareness of brands, products and services for money, celebrity endorsement is informative.