Analysing the Moderating Effects of Product Involvement and Endorsement Type on Consumer Buying Behaviour: An Empirical Study on Youth Perspective

As Indian youths have more choices than ever before and purchase products that define them, it becomes necessary for marketers and companies to explore youth behavioural responses. Film celebrities, sports icons, and fictional celebrities influence youths through their status and achievements. Celebrity influence on youth is four times more than their influence on the baby boomer generation, and youthful shoppers evaluate ads more than grown-ups...