A Study on the Impact of Celebrity Endorsement on the Indian Consumers Purchase DecisionTools Suresh Jain, Rohit (2008) A Study on the Impact of Celebrity Endorsement on the Indian Consumers Purchase Decision. [Dissertation (University of Nottingham only)] (Unpublished)
AbstractThe focus of this dissertation is to understand the impact of celebrity endorsement on the consumers purchase decision. The research focuses on the Indian consumers who have shown a very different yet interesting way of recognising celebrities and stars. In a place like India where stars and cricketers are idolised and looked up to, marketers can see this opportunity promote their products and create a wider consumer base. The study uses a qualitative research style to collect data, using interviews as the form of data collection method. This research helps providing how celebrity endorsement impacts on the Indian consumers purchase decision.
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