Endorsement of the recognized personality is become more popular in all over the world. Company utilize the fame of celebrity for gaining attention of consumers towards the brand. The purpose of this study is to determine the influences of those attributes of celebrity endorsement which drastically generate which persuade the customer’s purchasing attitude. Whereas, in developing countries, local celebrity widely utilized for endorsement for grasp the devotion of youngsters mainly. Because, people easily convinced by their favorite personalities rather than unknown personality. In Asian countries, typically people inspired by the appearance, attractiveness, charisma and life elegances of celebrities. As well-known personality endorsement is the traditional weapon of organizations for fascinating approach to grab the customer’s intention towards brand. But celebrity endorsement approach also very powerful in the modern era. Researcher intend to scrutinize those factors of celebrity endorsement i.e. Celebrity Attractiveness, Celebrity Expertise, Celebrity Credibility, E-WOM, Multi-Endorsement & Brand Image on customers purchasing behavior. Researcher propose the collision between celebrity endorsement and consumer buying behavior on Careem. The research study is totally based on descriptive and type of study is causal. As well as, time horizon is cross sectional. The quantitative approach will be applying to scrutinize the questionnaires and to analyses the data with the help of SPSS software. Through analyzing it will be concluded that the celebrity endorsement favorably impacts on Consumer Buying Behavior.
Keywords: Celebrity Endorsement. E-WOM, Physical Attractiveness, Celebrity Charisma, Consumers purchasing intention.
