Does celebrity endorsements have an impact or influence the purchase intention or buying behaviour of the youth in India
Khanna, Sneha (2012) Does celebrity endorsements have an impact or influence the purchase intention or buying behaviour of the youth in India. [Dissertation (University of Nottingham only)] (Unpublished)
The use of celebrity endorsement is becoming more and more popular these days and is used by marketers and companies in order to generate more sales, create or increase brand recognition and also to increase brand awareness. The main purpose of this research is to find out whether celebrity endorsements influence the purchase behavior or intentions of the Indian consumers. This research is aimed to get a better understanding of which factors of a celebrity influences the Indian consumers, attitudes of a consumer when a celebrity suffers a negative publicity, brand management and consumers’ purchasing behavior or intentions towards celebrity endorsed products.
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