1. IR @ Alliance University
  2. Journal Articles Archive
  3. Articles to be qced
Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/10311
Full metadata record
DC FieldValueLanguage
dc.contributor.authorS. Thiyagarajan-
dc.contributor.authorP. Shanthi-
dc.date.accessioned2024-02-27T07:28:21Z-
dc.date.available2024-02-27T07:28:21Z-
dc.date.issued2015-
dc.identifier.urihttp://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/10311-
dc.description.abstractThis 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.-
dc.publisherGitam Journal of Management-
dc.titleCelebrity Advertising in Indian Visual Media-
dc.volVol 13-
dc.issuedNo 1-
Appears in Collections:Articles to be qced

Files in This Item:
File SizeFormat 
Celebrity Advertising in Indian Visual Media- S Thiyagarajan & P Shanthi.pdf
  Restricted Access		371.81 kBAdobe PDFView/Open Request a copy
Show simple item record


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.