Impact of Celebrity Endorsement on Mobile Phone Buying Behavior

As we experienced increasing investment for celebrity endorsement by mobile phone brands in Pakistan. Recently we evident the major turn towards foreign celebrities with high budgeted advertising campaign, but the question raised is based on the effectiveness of celebrity endorsement on the mobile phone buying behavior. Our study is based on customer’s perspective towards celebrity endorsement, in terms of finding that what are the factors affecting with celebrity endorsement on mobile phone buying behavior. We have chosen three theories to justify our discussion, and proposed a new model of Effectiveness Celebrity Endorsement on Mobile Phone Buying Behavior. We have select the paradigm of customer’s perspective because the actual perception and response occurred by