Impact of Celebrity Endorsements on Consumers' Purchase Intentions and Overall Brand

Modi, Shweta (2007) Impact of Celebrity Endorsements on Consumers' Purchase Intentions and Overall Brand. [Dissertation (University of Nottingham only)] (Unpublished)

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A sign of a celebrity is that his name is often worth more than his services.

Daniel J Boorstin

Despite, the hype, the risk, celebrity endorsement is the most prevailing technique of

advertising today. The ongoing public fascination with celebrities today offers the

marketers a wide range of creative ideas in order to attract and charm the audiences

by stimulating their buying behaviour.

In a place like India, where Bollywood stars and cricketers are idolized, advertisers

see this as an opportunity to expand their markets and promote their brands. This

dissertation focuses on evaluating the impact of celebrity endorsements on the

purchase intention of these viewers and how this directly or indirectly has an overall

impact on the brand/product.

It begins with a literature review which gives us an insight of what the previous

researchers have explored regarding this topic. The core concepts and areas of interest

have been explained thoroughly. A research methodology has been structured so as to

carry out the research in an effective manner. This is achieved by adopting the

qualitative research method of in-depth interviews with the Indian consumers who

have explained the way celebrity endorsements have been interpreted by them in their

daily lives.

This study has disclosed impressive insights into the topic which examines

differences between endorsements with celebrities and corresponding endorsements

with non-celebrities. The extent to which the media recognises the risks encountered

by celebrity advertising has been discussed. It is quite fascinating to see how viewers

relate themselves to these popular celebrities and how this new technique creates

desire for the product in the minds of the consumers.

Item Type: Dissertation (University of Nottingham only)
Keywords: Celebrity Endorsements
Depositing User: EP, Services
Date Deposited: 07 Mar 2008
Last Modified: 24 Oct 2016 03:01

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