Does the policy of celebrity endorsement imply positive impact on the promotion policy adopted by Indian fashion brands?

1.2 Research Objectives: Following are the objectives that are wished to be achieved in the due course of the study: • To analyse the impact of celebrity endorsement on the brand promotion policy of the Indian fashion brands. • To determine the extent to which celebrity endorsement policy can influence the purchasing behaviour of the consumers in Indian fashion sector. • To identify the strategic approaches by which the celebrity endorsement policy can be utilized to the optimum extent. 1.3 Research Questions: Following research questions are meant to be solved during the research study: • Does the policy of celebrity endorsement imply positive impact on the promotion policy adopted by Indian fashion brands? • How can celebrity endorsement influence the customers’ behaviour at the time of buying fashion products? • What can be done to optimize the effectiveness of celebrity endorsement policy?