This Marketing Dissertation Is A Study into The Effect of Endorsement on Consumer Buying Behaviour in The Fashion Industry. This dissertation aims to study the effect of endorsement on consumer buying behaviour in the Fashion industry. Endorsement concepts have a vital role in creating brand awareness and also ensuring the success of the marketing and any promotional campaigns of the business. It assists fashion brands to promote services as well as products that build credibility to attract the potential target market. The endorsement has a direct influence over the customer’s purchasing intention. In current scenario, the fashion sector focuses on celebrity endorsement as celebrities and influencers in the market are considered role models among people. Moreover, this study aimed to analyse impact of endorsement on consumer purchasing behaviour in fashion sector to develop knowledge. There were focused on two methods of data collection such as primary and secondary. In terms of p
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