Effectiveness of celebrity endorsement in India

Kaur, Rajbir (2014) Effectiveness of celebrity endorsement in India. [Dissertation (University of Nottingham only)] (Unpublished)

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In today’s world, where advertising plays an inevitable role in influencing consumer purchase decisions, it becomes imperative for companies to create such advertising campaigns that motivate consumers to buy their products. Celebrity Endorsement is a technique extensively used by companies today, to promote their brand and products, which help in generating publicity for their brands. These ‘celebrities’ are typically the famous and successful actors or sportspeople who are looked up to by the common people.

Especially in India, celebrities play a vital role in advertising. They are loved and idolized by the people and companies use this to their advantage by using these celebrities to promote their products and create publicity for their brands.

This dissertation thus focuses on examining the qualities of a celebrity endorser that are most desired for by a consumer and also the impact of celebrity endorsement on their purchase decisions.

This research project starts with a literature review in which relevant previous work done by different authors has been discussed. The next chapter discusses the research method used to achieve the objective of the study. A new technique, i.e. Zaltman Metaphor Elicitation Technique has been used to study the feelings, behaviors and attitudes of people towards celebrity endorsement. The data collected has then been analysed which has revealed some very interesting facts which have then been discussed and scope for further research has also been talked about.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 11 Nov 2014 14:30
Last Modified: 25 Oct 2016 01:06
URI: http://eprints.nottingham.ac.uk/id/eprint/27260

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