Analysing celebrity endorsement in the U.S

Abstract

In the modern marketing celebrity endorsements have become essential, especially in international markets where there is huge competition like the U.S. this study evaluates the factors in celebrity endorsement which influences the purchase intention of people in the U.S. Questionnaire has been framed and data is collected from the people who are staying in the U.S. through Google forms. Statistical analysis (multiple linear regression) is executed using python, after evaluating the attributes the study came to conclusion that cultural fit of that celebrity with the audience and ad attractiveness (Visuals) drives the purchase intention of the people in U.S.