As Indian youths have more choices than ever before and purchase products that define them, it becomes necessary for marketers and companies to explore youth behavioural responses. Film celebrities, sports icons, and fictional celebrities influence youths through their status and achievements. Celebrity influence on youth is four times more than their influence on the baby boomer generation, and youthful shoppers evaluate ads more than grown-ups do. Given the battle between celebrity and Mascot for brand endorsement, marketers have an increased interest in examining the differential effect of endorsers and product involvement’s potent effects on youth attitude and purchase intentions.

This study has used an experimental design to assess the advertisement effectiveness. The endorser has three levels (i.e. Bollywood celebrity, sports celebrity and mascot) and product involvement had two levels (low vs high involvement, non-food products). Product involvement was used as a moderating variable and was found to enhance the impact of endorsements. The current research also assessed the interaction effect of endorsement and product involvement. This study was conducted on undergraduate and postgraduate students and has used six print ads. The study’s findings revealed that all the paths from endorsement type and product involvement to AaD, AB and PI are found significant. The interaction effects of endorsement type and product involvement significantly predict attitude towards the brand and purchase intentions. The outcomes of this study add value to the body of knowledge and discuss managerial implications.

由于印度青年拥有比以往更多的选择并购买定义他们的产品，因此营销人员和公司有必要探索青年的行为反应。电影名人、体育偶像和虚构名人通过他们的地位和成就影响年轻人。名人对年轻人的影响是他们对婴儿潮一代的影响的四倍，年轻的购物者对广告的评价比成年人多。鉴于名人和吉祥物之间的品牌代言之争，营销人员越来越有兴趣检查代言人和产品参与对年轻人态度和购买意愿的潜在影响的不同影响。

本研究使用实验设计来评估广告效果。代言人有三个级别（即宝莱坞名人、体育名人和吉祥物），产品参与度有两个级别（低参与度与高参与度、非食品）。产品参与度被用作调节变量，并被发现可以增强代言的影响。目前的研究还评估了背书和产品参与的交互作用。这项研究是针对本科生和研究生进行的，并使用了六个印刷广告。研究结果显示，从背书类型和产品参与到 AaD、AB 和 PI 的所有路径都被发现很重要。代言类型和产品参与度的交互作用显着预测品牌态度和购买意愿。