THE IMPACT OF CELEBRITY ENDORSEMENTS IN INDIA A HOUSEWIFE’S PERSPECTIVE
Khan, Shahira (2011) THE IMPACT OF CELEBRITY ENDORSEMENTS IN INDIA A HOUSEWIFE’S PERSPECTIVE. [Dissertation (University of Nottingham only)] (Unpublished)
The technique of using celebrities to endorse a company’s product has been in use for many decades now. The absolute popularity of this strategy is explained by the presence of a known face in every second commercial on the television. This line of attack has been used to grab the attention of potential target audience in a highly cluttered market characterised by n number of brands and their offerings.
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