Downside of Celebrity Endorsement and Its Effect on Purchasing Pattern of Consumers

Kumar, Vaibhav (2009) Downside of Celebrity Endorsement and Its Effect on Purchasing Pattern of Consumers. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

The main motive of the dissertation is to find effect of downside of celebrity endorsements on purchasing pattern of consumer. Today celebrity endorsement is a billion dollar industry, its not only limited to one part of the world. In recent times it has spread its wings all over the world. It has gained tremendous amount of popularity. With popularity comes many negative aspects of celebrity endorsement which is spoiling the party. There has been overdose of this phenomenon people are getting bored of it. It is losing its popularity among consumers.

This research starts with a literature review, which provides an insight into the previous academic literature. The core concepts and areas of interest have been explained thoroughly

In depth qualitative interview approach has been adopted to investigate the attitude of the consumer towards downside of celebrity endorsement and how it affects their daily lives.

The data analyzed from the study has unfolded some interesting facts regarding the present scenario of celebrity endorsements in today’s world. This is followed by the limitation and future research.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 10 Aug 2010 10:33
Last Modified: 20 Sep 2016 00:29
URI: http://eprints.nottingham.ac.uk/id/eprint/23271

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