.This research showed the mediating role of brand image between celebrity endorsement and consumer buying behavior. This was very specifically research exclusively based upon youngsters in Lahore city. Data was collected from 250 different respondents from different age category. After surveys and collection of data, data was entered into SPSS for interpretations and multiple tests were applied on it to the acquired data. After doing this all effort, this research explored in Pakistan’s FMCG industry and it is very strong sector of Pakistan. Every person belongs to any class using FMCG products as per his/her purchasing power and celebrity endorsement have significant value in Pakistani culture as well. It was old concept that only Europeans and foreigners countries have great craze for their favorite celebrity but now that is also reflecting in Pakistan and this research is real example of that reflection. In nutshell, celebrity endorsement is directly affecting Pakistani consumers and their buying behaviors which became cause of loyalty. It was significant relationship found among brand image, celebrity endorsement and consumer buying behavior

.This research showed the mediating role of brand image between celebrity endorsement and consumer buying behavior. This was very specifically research exclusively based upon youngsters in Lahore city. Data was collected from 250 different respondents from different age category. After surveys an...