The Impact of Celebrity Endorsements on Consumer Purchase Behaviour: An Indian Perspective
Udhwani, Hiten (2011) The Impact of Celebrity Endorsements on Consumer Purchase Behaviour: An Indian Perspective. [Dissertation (University of Nottingham only)] (Unpublished)
Celebrities in India have been endorsing products since a very long time. Indian consumers have been exposed to celebrities representing products and being the face behind a brand, which as a strategy is being used by almost all multi-national companies to attract consumers and create an appeal for their brand/product. Celebrity endorsement as a marketing technique has become very vital for communicating to the public as the celebrity is able to stand out from the clutter of communication.
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