Celebrity endorsement and purchase decisions in India
Maninder Singh
Broschiertes Buch

Celebrity endorsement and purchase decisions in India

Effectiveness of Endorsers Attributes

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Celebrity endorsements give a brand a touch of glamour, and hope that a famous face will provide added appeal and name recognition in a crowded market. Use of celebrity advertisement for the companies has become a trend and a perceived winning formula of corporate image building and product marketing. A large segment of the audience can instantly recognize and identify the famous person and the attraction and goodwill associated with the celebrity can be transferred to the product. Effectiveness of a message depends on the perceived credibility and attractiveness of the endorser. Consumer perc...