Impact of celebrity Endorsement on Surrogate Advertisement among Youth in Kerala Gopakumar Swathy1, Nair M B Bhadra2, Anoop K K3 1M. Com Student, Department of Commerce and Management, Amrita School of Arts and Sciences, Kochi 2M. Com Student, Department of Commerce and Management, Amrita School of Arts and Sciences, Kochi 3Assistant Professor, Department of Commerce and Management, Amrita School of Arts and Sciences, Kochi Online published on 4 June, 2019. Abstract The purpose of this study is to examine the impact of celebrity endorsement on surrogate advertisement among youth in Kerala. Advertisements are considered to be a very effective medium to reach the mass audience. It is the best way of communicating the product or services of a company to a large group of target audience. Celebrity endorsement is a marketing technique in which celebrity allow an entity such as brand, a product and others to use their name in promoting or supporting the entity (Bergkvist & Zhou, 2016). This celebrity endorsement is proven to effect purchase intention (Gupta, Kishore & Verma, 2015; McCormick, 2016; Pornpitakpan, 2004; Wang et.al. 2013). Surrogate advertising is a kind of advertisement of a brand extension in such a way that brings clear recall of the core product in the minds of the consumer. The aim of surrogate advertising is effective communication between manufactures and consumers with the object to sell a product, service or idea which they could not do otherwise (Deepa Nathwani, 2016). Based on the analysis of the primary data, it was revealed that celebrity endorsement has a positive impact on surrogate advertisement among youth. Among the demographic variables, age and educational qualification played a pivotal role in the recall of original products. Top Keywords Advertisement, Celebrity endorsement, Surrogate advertisement. Top |