Alliance University, Bengaluru
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https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/10311| Title: | Celebrity Advertising in Indian Visual Media |
| Authors: | S. Thiyagarajan P. Shanthi |
| Issue Date: | 2015 |
| Publisher: | Gitam Journal of Management |
| Abstract: | This present study explored the effectiveness o f the Indian celebrities in product endorsement/promotion and the association between demographic variables and celebrity endorsements. The research sampled 290 respondents from in and around Chennai. Frequency, Mean and Chi square statistics were used to analyse the data. Results show (1) Sachin Tendulkar is the most effective celebrity, (2) Soft ink and Two Wheeler/Car are the most effective products endorsed/promoted by celebrities and (3) Respondents across the board feel that these celebrities are effective in promoting the products. |
| URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/10311 |
| Appears in Collections: | Articles to be qced |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| Celebrity Advertising in Indian Visual Media- S Thiyagarajan & P Shanthi.pdf Restricted Access | 371.81 kB | Adobe PDF | View/Open Request a copy |
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